Gen Z are hungry for authentic stories, says The Independent’s Geordie GreigBBC
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00:00At the Independent we had 1 billion video views on our websites last year.
00:04We have 25 million users, 45% of them are of the Gen Z and Millennials.
00:10That cast of the country, that young, unharnessed quantity of people
00:17with their different way of thinking, we've all got to absolutely lean into
00:22and think what do they want. Yes, there is a change in habits,
00:27we've talked about the hours, but there's also still a hunger for authenticity.
00:31It's trust and truth they want. And what are the complicated topics
00:35they've looked at with gender, sexuality, politics, views, news,
00:39reassurance, mental health, all these things.
00:41We have found since the Independent, we became a wider media company,
00:46we bought BuzzFeed and we bought HuffPost.
00:49The absolute interaction we have with what the youth of today
00:55are thinking and want under the umbrella of a brand which says
01:02what everyone wants to be, which is independent.
01:05We found to our advantage and we've seen growth, we've seen engagement
01:09and we've seen a real opportunity for being successful
01:12journalistically, message-wise and commercially.