Want to Reach Gen Z? Talk About Money Better
I see a significant opportunity here for a media organization or podcast network.
I sat in on the Edison Research and SiriusXM webinar about Gen Z and audio consumption.
As the father of three Zoomers, I admit I’m always gleaning media consumption insights from my kids. Five years ago, when I discovered they were watching their favorite podcasts on YouTube during the pandemic, I realized I had to embrace video podcasting. That was five years ago and look at what we’re discussing now - video, video, video.
Gen Z is defined as ages 13 to 24 in this Edison/SiriusXM survey. And one thing is clear - this generation is concerned about money and not having it.
When asked what is Gen Z’s top concern, the economy sat at the very top.
When asked about what’s important, financial stability dominated along with career and job security.
Yet when surveyed what genres they listen to, Gen Z respondents said Business ranked at the very bottom.
Why is this? Because most Business podcasts are dull and painful.
As I used to tell my team at The Wall Street Journal and MarketWatch.com, money news doesn’t have to be boring. Unfortunately, in most cases, it is. It’s what Grampa watches on cable TV while taking his afternoon nap in his La-Z-Boy.
A Million Dollar Idea
There’s a golden opportunity here to reach Gen Z through a clever and timely money-focused podcast.
Not a boring podcast where the hosts talk about the yield on the 10-year Treasury or Caterpillar earnings or the second revision of first-quarter GDP.
Rather a podcast that features important and down-to-earth topics about student loan debt, choosing a career, optimizing your skills for today’s job market, embracing artificial intelligence, and starting to invest.
And whatever podcast you launch should have a YouTube component to help with discovery.
There is a SIGNIFICANT opportunity here for a major news organization or podcast network to carve out a lane and succeed with the next generation of podcast consumers.
After years at The Wall Street Journal, MarketWatch.com, and Cumulus Podcast Network, I’m itching to create another important editorial project; one that will have staying power with Gen Z.
If you’re interested in launching such a podcast, reach out and let’s talk. I will make bandwidth for this project. That’s how important I think it is.
John Wordock runs his own podcast and media consulting firm John Wordock Media. He served as Executive Editor and SVP for Podcasting at Westwood One from 2019 to 2024, helping build Cumulus Podcast Network into a top ten network and top channel on Apple. He also served as Executive Producer for Podcasts at The Wall Street Journal until 2019. He started podcasting back in 2006. Wanna talk? Email John@JohnWordockMedia.com.