Everything Marketers Get Wrong About Gen Z with The Daily Aus Co-Founder

Every brand wants to talk to young Australians … Almost none of them have asked one. Sam Koslowski co-founded The Daily Aus at 22 with Zara Seidler. It's now the most read independent news source in Australia, and for 70% of its audience it's the only news they read at all.  So today I’m talking to him about what Gen Z actually want and are thinking right now, and what most brands get wrong when they start trying to talk to this audience.  You’ll learn: The two ways brands destroy trust and how to build it  What makes a brand feel inauthentic and gives consumers ‘the ick’  The type of content young Australians are consuming more and more of even after reducing their screen time  How The Daily Aus decides which platform a story belongs on before writing a word What their Future Proof research found about young Australians and AI at work The question Sam thinks every brand should ask before it spends a dollar Chapters 00:00 Why every brand is getting young Australians wrong 00:51 Inside The Daily Aus 07:31 The fastest way to destroy trust 09:54 Why brands get it wrong 14:32 Never do this when following ‘trends’  15:49 The attention span myth 19:00 Which channels to focus on if you’re trying to talk to a younger audience  23:38 How TDA changed it’s approach to marketing and reporting  28:45 What Future Proof found about AI at work 32:32 This change is the reason 88% of Gen Z consumers would choose a brand  37:36 The best ways to use AI in media  43:17 What you should never use AI for  45:30 The Effing Truth If you want the TLDR of what you should actually care about, you're in the right place, make sure you’re following because you won’t want to miss our next few episodes. Check out the latest episodes here https://tfm.marketing/tfm-marketing-podcast/  See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠