This is a BBC Studios session, on behalf of the international and commercial part of BBC News.
Get under the bonnet of what makes Gen Z tick, their relationship with global news providers and tips for brands in how to communicate to them.
They only communicate online, they are less brand loyal, they are entitled and self-focused; How much do we really know about Gen Z? In this session we aim to break down a few common myths and misconceptions about them.
As part of a new piece of thought leadership, BBC News has surveyed 12 global markets, to find out what makes this cohort tick.
As a group of people who have grown up in an increasingly volatile world, how do they see their future? What are their core values? And how do they differ from others, including millennials?
As a brand, what specific approach should you take in marketing to them? Is communicating brand purpose enough?
We’ll also examine their relationship with media; both global news providers and social channels, including a look at how BBC News is turning to Tik Tok as a way to reach this young audience.
Chaired by Ros Atkins, presenter of BBC Radio 4’s The Media Show and BBC World News’s Outside Source.