GenZ and the Future of Media: Why Influencers & Gaming Are Key to Shaping Communities

What is the role of mass media in shaping purchasing behavior? Advertisements on media platforms like newspapers, television & internet – influence consumer behavior by providing information about products and shaping consumer decision-making processes.

In today’s digital age, social media has become a pivotal arena for consumers and brands alike. As platforms evolve, so does the behaviour of consumers who engage with them. Understanding the nexus between social media and consumer behaviour is crucial for brands aiming to enhance their marketing strategies and foster deeper connections with their audience.

At PRAXIS11, Anupriya Acharya, CEO of Publicis Groupe, South Asia, delivered an electrifying talk on about “The Impact of Media in Shaping Consumer Behaviour and Communities”. It was about the evolving impact of media in shaping consumer behavior and communities. From the early days of messaging to the digital age where social media dominates, Anupriya traced the powerful role of media in influencing how people interact with brands, make purchasing decisions, and connect with each other.

A Journey Through Time: From Town Criers to Digital Natives

The audience got into time-travelling – a journey back in time, highlighting the evolution of media – starting with the noisy “town criers” and the game-changing arrival of the printing press in the 15th century. As newspapers grew, they became a platform for advertisers to tell product stories and shape public opinion. But it was the advent of television in the 1980s and ’90s that truly revolutionised media, giving birth to iconic TV series like ‘Ramayan’ and Shahrukh Khan’s ‘Fauji’, and turning brands into household names.

The Digital Age, with its explosion of smartphones and high-speed internet, has taken media influence to new heights, especially in India, where 800 million people are now connected. “Disruptive technology is transforming not just media but the entire way we live,” Anupriya said. She emphasised that the rise of personalized, interactive platforms has fundamentally changed how brands reach their audiences.

GenZ: The New Powerhouses of Media

Anupriya’s talk focused heavily on the power of GenZ, who make up 30% of India’s population. Describing them as “digital natives,” she pointed out that they thrive on short-term, authentic content that entertains and inspires. For GenZ, influencers are the new thought leaders, balancing creativity, trends & inclusivity. From ‘Emily in Paris’ to ‘Squid Game’ – they turn to content for inspiration and connection.

Interestingly, GenZ spends just 47% of their gaming time actually playing – emphasising the role of games as a community-building tool. And ChatGPT? Anupriya called it the new “digital companion” that resonates deeply with GenZ’s need for quick, customised content.

Balancing Short-Term Wins and Long-Term Success

In her conversation with Arun Sudhaman, CEO & Editor-in-Chief of Provoke Media, Anupriya tackled the critical challenge brands face: balancing short-term success with long-term sustainability. She firmly believes that brands need to “win the short-term to survive for 100 years.” With the rise of influencers and the increasing commoditisation of social media, brands must stay bold and authentic to maintain long-term credibility.

But are brands willing to relinquish a measure of commercial success in short-term in order to win long-term?  All strategies (communication, advertising, media) always keep short-term in mind, was Anupriya’s firm statement, and added – it’s very well established, you have to win the short-term, and be authentic, bold in the long-term stability of your narrative.

How do you see the future of PR vs Ad & Media agencies, enquired Arun to which her opinion was very clear. There is a lot of collaboration and interdependency coming in; this is close to the CEO’s heart today & the Corp Com agenda too.

So, collaboration between PR, advertising, and media agencies is on the rise, and Anupriya’s closing message was optimistic: “The future is bright for everyone!” as brands continue to find new ways to engage with their audiences in an ever-evolving media landscape.

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Shree Lahiri

Shree is the Senior Editor at Reputation Today and hopes to move from one focus area to another in the editions that will be released this year. Having worked in Corporate Communications teams, she has experience of advertising, public relations, investor and employee communications, after which she moved to the other side – journalism. She enjoys writing and believes the power of the pen is indeed mighty. Covering the entertainment beat and the media business, she has been involved in a wide range of activities that have thrown open storytelling opportunities.

She can be reached at: @shree_la on twitter