Cutting Through the Noise: How Innocean and Hyundai Motors Europe Plan to Capture Gen Z Attention
Sophia Goerner of INNOCEAN Europe takes AdForum behind the scenes of this collaboration, highlighting the strategies they believe will effectively connect with the influential Gen Z demographic.
As the automotive industry navigates the complexities of reaching a new generation of consumers, Hyundai Europe and their strategy team from Innocean have developed a new approach to youth marketing. Sophia Goerner takes AdForum behind the scenes of this collaboration, highlighting the strategies they believe will effectively connect with the influential Gen Z demographic.
What seems to be the biggest obstacle when it comes to grabbing the attention of Gen Z’ers? How are you cutting through the noise to engage with them?
Part of our job has always been to go after the young people, the fresh consumers, to crack the codes of a new generation. While the game stays the same, Gen Z has introduced some new rules to us. They are taking even more time to transition into adulthood – more studying, less domestic family goals - and refuse to chase the dream of a drivers license, an outdated symbol of independence according to the numbers.
While our observations of Gen Z show similarities to our earlier analyses of Millennials when they were young, the trends and behaviors are significantly more exaggerated with this generation. One of the most significant challenges in connecting with Gen Z is their notoriously low attention span, which averages around 8 seconds and by that falls even short of the famous goldfish (9 sec). They are more than any before, bombarded with an endless stream of content, leading to a shorter lifespan of trends. The real obstacle lies not just in tapping into culture but in creating it. To do this, brands need an unprecedented level of flexibility and agility, qualities that few possess and even fewer can implement effectively in a reasonable timeframe.
With Hyundai Europe, we are navigating this landscape by embracing a multi-faceted approach. Instead of broadcasting messages, we’ve shifted to facilitating conversations. We leverage platforms like TikTok and Instagram to engage with Gen Z in their native environments, collaborating with influencers who already have their trust and attention. According to a recent study, 68% of Gen Zers trust influencers more than traditional celebrities. This strategy is designed to respect Gen Z’s preference for authentic, community-driven voices over traditional advertising.
Gen Z is one of the first generations to have grown up with access to the internet. With the purchasing power Gen Z’ers now have, do you see them as informed consumers? How do they differ from past generations of consumers?
Absolutely, Gen Z is incredibly informed, thanks to their lifelong access to the internet. They are the most self-educated generation we’ve seen, yet their trust often lies more with their peers than with established sources of information. For instance, a significant portion of Gen Z prefers to conduct their research on platforms like TikTok rather than through traditional means like Google. A survey found that 54% of Gen Zers use social media to research products before purchasing. They seek out user-generated content and peer reviews, which they find more relatable and trustworthy.
This shift in trust dynamics means that brands must prioritize peer validation over conventional advertising. With Hyundai, we are integrating this insight by encouraging user-generated content and facilitating community discussions around our products. By doing so, we aim to not only inform but also build trust and authenticity with Gen Z consumers.
Is AI useful for connecting with younger audiences?
AI is undoubtedly a powerful tool for connecting with younger audiences, but it’s essential to view it as just that—a tool, not a solution. The real advantage of AI lies in its ability to accelerate content creation and personalization. For instance, AI can help generate video content quickly, allowing brands to keep up with the fast-paced digital environment Gen Z inhabits. According to a recent report, the use of AI in marketing is expected to grow by 53% in the next few years.
As part of the Innocean Innovation Center, we plan to use AI to analyze consumer data and tailor our communications to meet the specific preferences and behaviors of our audience. This capability ensures that our messages are not only timely but also highly relevant, increasing the likelihood of engagement. However, it’s crucial to remember that while AI can enhance our efforts, the foundation of our strategy remains rooted in genuine, human connection.
Which social platforms are still relevant and how are brands using those to sell to Gen Z?
Social platforms like TikTok, YouTube, and Reddit continue to be highly relevant for reaching Gen Z. Each platform offers unique experiences, but they all share a common thread: they are driven by peer interactions and entertainment. Gen Z spends an average of 3 hours per day on social media, making these platforms critical for brand engagement.
TikTok and Instagram, in particular, have become key discovery platforms for Gen Z. Unlike older generations who might find product advertisements intrusive, Gen Z actively seeks out content about new products on these platforms. A recent study found that 60% of Gen Z users prefer to learn about new products through social media. This presents a unique opportunity for brands to engage in a way that feels natural and welcomed.
Brands that succeed on these platforms often do so by partnering with creators rather than trying to become creators themselves. After an indepth analysis run by our senior strategist Serena Merletti we consulted Hyundai to diversify their marketing budget to include numerous smaller creators, allowing us to test, learn, and refine our approach continuously. This strategy aims to extend their reach and enable Hyundai to connect with various communities more authentically.
With the overwhelming amount of information we have today, nostalgia for simpler times seems to be on the rise. Do you feel that the advertising industry will, or has already, shifted towards leaning into the early 2000s nostalgia trend?
The advertising industry has indeed begun to embrace early 2000s nostalgia, a trend driven by Gen Z’s pushback against the overly curated aesthetics that defined the early social media era. This generation yearns for the unfiltered, chaotic, and more authentic online experiences of the past. A survey showed that 75% of Gen Z respondents feel nostalgic about the early 2000s. What makes it interesting is the combination of nostalgia content with todays tech.
We see this neo-nostalgia manifesting in the resurgence of older content formats and bolder, more “charged” visuals combined with mixed reality or in-game placements. This trend was especially interesting for our latest launch strategy of the new Hyundai Inster – a fun and quirky A segment EV directly targeted at Gen Z. We want our approach to resonate with Gen Z’s desire for authenticity and differentiate our brand in a cluttered digital landscape.
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In conclusion, reaching Gen Z requires a blend of authenticity, agility, and a deep understanding of their unique cultural dynamics. While we are still refining our strategies, we believe that by navigating these complexities and genuinely connecting with this generation, Hyundai will not only capture their attention but build mental availability for when they are ready to switch their subway ticket for the driver’s seat.