Gen Z Didn't Grow Up in “Normal” Times

For marketers trying to connect with Gen Z, understanding what shaped them is just as important as understanding where they spend their time.

This generation came of age amid a series of defining disruptions. They grew up alongside social media, smartphones, economic uncertainty, global crises, and now an AI-powered world. Their lives have been documented, shared, measured, and scrutinized in ways no previous generation experienced. 

That environment has left a mark. New iHeartMedia research shows many Gen Z consumers are more cautious about self-expression, more aware of social judgment, and more deliberate about how they present themselves to others. 

For a generation often labeled digital-first, one of the most important insights may be surprisingly human: Gen Z is actively looking for places where they can feel accepted, connected, and part of something larger than themselves.

In many ways, that aligns with a broader shift we've seen across consumer research in recent years.

A New Chapter in Understanding Today's Consumer

What we're seeing with Gen Z isn't happening in isolation; it's part of a broader shift in consumer behavior that iHeartMedia has been tracking for years.

Through our ongoing consumer insights research, we've explored how Americans see themselves, their communities, and the media they trust. In The New American Consumer, created in partnership with Malcolm Gladwell, iHeartMedia challenged conventional assumptions about the audiences marketers think they know.

In The Ignored Consumer, iHeartMedia examined the experiences of people who felt overlooked by media and advertising. Together, those studies reinforced the importance of authenticity, representation, and understanding consumers on their own terms. 

Most recently, iHeart’s Human Consumer study explored how people are navigating a world increasingly shaped by algorithms and AI.

The findings were clear: consumers may embrace new technology, but they still crave human connection. In fact, 90% said it's important to know the media they consume is created by a real person, and 92% said nothing can replace human connection.

Those insights helped shape iHeartMedia's Guaranteed Human commitment to live, human-created content across radio, podcasts, creators, and events. 

The new Gen Z-focused The Guarded Generation study builds on that foundation, focusing on the first generation to grow up entirely in an era of social media, constant connectivity, and emerging AI. While the context may be different, the theme is familiar: when people feel overwhelmed by technology, fragmentation, or uncertainty, they seek out experiences that foster trust, belonging, and community.

For Gen Z, radio has become one of those places.

So Why Does Radio Matter to Gen Z?

The answer starts with identity.

Music and content choices are deeply personal for Gen Z. In fact, 96% say the music or content they choose says something about them as a person, and 96% say their playlists reflect their identity. Meanwhile, 68% update their playlists every day or several times per week. 

But personal expression comes with pressure.

7 in 10 Gen Z listeners worry that others will judge them based on the music or content they play. That's more than double the rate reported by consumers aged 35+. 

This is where radio plays a unique role.

Rather than putting their personal playlists on display, Gen Z can rely on radio as a trusted curator and cultural validator. When the station chooses the music, listeners don't feel the same pressure to defend or explain their choices.

Radio becomes a social safety net.

The Unexpected Power of "Judgment-Free" Audio

One of the most compelling findings from iHeartMedia's latest research is how strongly Gen Z associates radio with comfort and safety in shared situations.

• 85% feel less likely to be judged when listening to radio with others. 
• 77% say radio feels safer or less risky to play in a group. 
• 8 in 10 say radio is safe to listen to with any audience, including friends, parents, coworkers, and kids. 
• 84% specifically choose radio when they're in the car with others.

In a world where every like, post, and playlist can feel like a public statement, radio stands apart. It offers something increasingly valuable: a shared experience without social risk.

Community Is the Real Story

If trust explains why Gen Z turns to radio, community explains why they stay.

Research shows Gen Z is the generation most likely to listen to radio with other people. Nearly 2/3 listen with others frequently or almost every time, making them 50% more likely than the average radio listener to engage in co-listening. 

And they're not just listening with friends.

Gen Z over-indexes on listening with parents, siblings, and friend groups, creating moments of connection across a variety of relationships. 

What makes these experiences meaningful is what happens afterward.
90% say hearing radio together sparks conversations. 91% say radio gives people something to talk about. And 86% say radio creates shared moments and memories. 

For Gen Z, radio is more than background audio; it’s a cultural meeting place.

Why Radio Creates Belonging

The research also uncovered something deeply emotional about the listening experience.

When Gen Z hears a favorite song on the radio, three things happen:

1. Validation. It confirms their taste and reinforces their choices. 
2. Belonging. It creates a sense of connection with others who enjoy the same music. 
3. Emotional impact. The surprise and shared experience make favorite songs feel more meaningful. 

In an increasingly personalized media environment, those moments of collective discovery carry real weight.

Gen Z wants content tailored to them, AND they want experiences they can share with others.

What Do These New Findings Mean for Marketers?

Many marketers focus on reaching Gen Z through targeting, personalization, and individual experiences. Those tactics matter, but this new research highlights a different opportunity.

Gen Z is seeking trusted spaces where they can participate in culture without feeling exposed. They're looking for community, conversation, and shared experiences that feel authentic and human.

Radio delivers all three.

It reaches consumers in moments of co-listening. It creates cultural touchpoints people talk about. And it offers brands an environment built on trust, validation, and human connection.

But the bigger takeaway is this: Gen Z doesn't just want content. They want belonging.

Our new iHeartMedia research shows this generation is actively seeking trusted communities and shared experiences that help them feel connected and part of something larger than themselves.

For brands, that creates a powerful opportunity. The most effective marketing won't simply reach Gen Z. It will help brands become part of the communities, conversations, and cultural moments that matter to them.

How Brands Can Activate with iHeartMedia

Show up in shared audio moments.
Radio, streaming audio, and trusted hosts allow brands to connect with Gen Z during the moments they listen together, turning media experiences into shared experiences.

Align with the communities shaping culture.
From entertainment and sports to relationships, wellness, and identity, brands can tap into the shows, voices, and fandoms driving Gen Z conversations.

Leverage creator-led storytelling.
Partnering with trusted iHeart talent across podcasts, social platforms, video, and creator networks helps brands connect through authentic voices that audiences already know and trust.

Become part of live cultural moments.
From the iHeartRadio Music Festival and Jingle Ball to artist experiences, podcast tours, and fan events, brands can participate in the moments that bring communities together in real life.

iHeartMedia offers brands multiple pathways into Gen Z culture through trusted radio personalities, Most Requested Live, creator partnerships, video podcasts, TikTok integrations, artist programs, and live events such as Jingle Ball, helping marketers connect with audiences where music, culture, and community intersect.

FAQs

Why does Gen Z listen to radio when they have streaming services?
Gen Z uses both. Research found that 9 in 10 Gen Z consumers use their personal music collections and radio for different purposes at different times. Radio serves as a trusted, shared listening experience, particularly in social settings. 

Why is radio considered safer than playlists?
Many Gen Z listeners worry about being judged based on their music choices. Radio removes that pressure by putting content selection in the hands of trusted curators rather than the listener. 

How does radio support community?
Radio creates shared experiences, gives people common topics to discuss, and helps listeners feel connected to a broader community. 91% say radio gives people something to talk about together. 

What is the key takeaway for brands?
Gen Z wants connection as much as convenience. Brands that show up in trusted, human-centered environments can build stronger engagement, trust, and cultural relevance.

Gen Z is telling us exactly what they want: trusted communities, shared experiences, and real human connection. Brands that create a sense of belonging have an opportunity to build deeper relationships, stronger recall, and lasting relevance.

iHeartMedia helps brands show up in the conversations, communities, and cultural moments that matter most to Gen Z.

Ready to connect through the power of live, trusted audio? Connect with our team today.