Marketers, your Gen Z obsession is showing

Marketers’ fixation on Gen Z risks obscuring valuable audiences and flattening the differences between consumers, according to new research from The Research Agency.

Its Aussie Minds framework argues that Australians’ values, motivations and trust signals can give marketers a clearer guide than age, income or generational labels alone.

The research divides Australian adults into six “MindSets”, ranging from traditional, risk-conscious Keepers to digitally connected and progressive Chasers.

The framework draws on a nationally representative quantitative survey of more than 2,000 Australians aged 18 and over, supported by three-day discussion boards involving 24 participants and 12 in-depth interviews.

The research examined Australians’ views on the cost of living, migration, healthcare and the environment, alongside their media habits, emotional states and expectations of brands.

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The problem with the Gen Z shortcut

Ngaia Calder, Group Business Director, Sydney at The Research Agency, said marketers were right to understand younger audiences, but risked treating an entire generation as one uniform group.

“The focus isn’t narrow, the assumption that they are all the same is narrow. It’s a great idea to better understand audiences, get close to them, immerse in their worlds, but this should inevitably show how different and unique they are,” she said.

“In our pursuit to simplify and group things together, we have made some big assumptions and treating generations as a homogeneous group is one of them.”

The report said demographics, life stage and generational groupings remained useful, but did not explain why people with similar profiles could respond differently to the same message, product or experience.

It also cited a BBH Labs analysis that found Orangina drinkers had more in common with one another than members of any generation studied.

For marketers, the risk is treating age as a shortcut for attitude. A younger Australian may prioritise stability, familiarity and proven choices, while an older consumer may remain driven by independence, change and new experiences.

More than one-quarter of Keepers are under 50

The largest group identified in the research is the Keepers, representing 26% of Australian adults, or approximately 5.8 million people.

Keepers are described as loyal, traditional and self-reliant. Around eight in 10 prefer brands and products they already know, while 77% regularly watch free-to-air television.

However, 28% of Keepers are aged under 50, challenging the assumption that traditional attitudes and established media habits belong only to older consumers.

Calder said age could offer marketers a directional guide, but could not provide a definitive answer about behaviour.

“That it might give you a steer, a directional proxy, but it is not a hard and fast answer, and sometimes it’s not even a shortcut,” she said.

“People are much more complex than that, and reducing to when they were born squashes the chaos of being human.

“Keepers are content and traditional, loyal and self-reliant. They work hard for what they have. Whether they are young or old, they respect brands and people that do what they say, take responsibility and don’t waste their time.”

Mavericks cut across generations

Mavericks account for 18% of Australian adults, or approximately four million people, and are evenly distributed across age groups.

They are described as progressive, independent and sceptical of hype, with their media consumption spread across traditional and digital channels. Sixty-seven per cent browse news online, the highest result among the six MindSets.

Calder said the spread across age groups demonstrated the limits of breaking consumers into demographic categories before understanding their broader values.

“It matters because it shows how important it is to understand the whole person before slicing them into parts,” she said.

“Mavericks are content and progressive, curious, hopeful and naturally sceptical of hype, confident in their own path. Perhaps this is what keeps them protected from the influences around them and unites all age groups evenly.

“Their contentment comes from self-trust; they are grounded in enough. They report the highest quality of life of any MindSet; they know what works for them and don’t need brands to tell them who to be.”

For brands, the report recommends reaching Mavericks through considered, information-rich environments, including long-form editorial, category-specific content and peer recommendations.

The audiences brands risk overlooking

The Chasers are the second-largest segment, accounting for 22%, or approximately 4.9 million Australian adults.

They are ambitious, progressive and digitally engaged, with 77% regularly using streaming services, 74% watching YouTube and 78% using social media.

Half regularly use AI for personal purposes, while 46% are excited about its potential. More than half (54%) enjoy discovering brands and products that feel new or different.

Yet Calder said brands could overlook valuable consumers by concentrating too heavily on younger, emerging audiences.

“Often! And we get it, future orientation is important, keeping close to emerging (often younger) audiences should be table stakes, but focussing solely on the costs of other audiences to your peril.”

The remaining MindSets also represent significant groups of Australian consumers. Nesters account for 12%, while Anchors and Strategists each represent 11%.

Eighty-five per cent of Nesters named the cost of living as their most important issue. The group tends to favour familiar brands, straightforward services and messaging that addresses household pressure without adding complexity.

Strategists are the most financially stressed segment, with 65% citing money as a concern and 44% feeling they are falling behind in life. They are more likely to respond to transparent pricing, detailed information, independent research and proof of practical value.

Anchors place greater emphasis on family, fairness and community. Seventy-four per cent regularly watch free-to-air television, while more than half read newspapers. Seven in 10 trust small and local businesses.

Different audiences require different trust signals

The framework found trust was not built in the same way across each group.

Keepers respond to reliability, proof and respect, while Anchors value warmth, fairness and dependable care. Mavericks expect authenticity and substance, and Strategists look for evidence, consistency and clear value.

Nesters respond to reassurance and practical support, while Chasers place greater weight on progress, authenticity and alignment with their values.

These differences also carry implications for media planning. The report recommends familiar, established media and word-of-mouth for Keepers; community channels and local sponsorships for Anchors; and long-form editorial or category-specific content for Mavericks.

Strategists are more likely to use search, streaming and self-directed digital channels, while Chasers respond to social proof, aligned creators and technology-led formats. Nesters are spread across mainstream channels, including online browsing, Facebook and free-to-air television.

Calder said marketers looking beyond generational categories should view consumers as people, not only through the lens of a campaign, brand or product category.

“Stand back and look at the whole of person, the person who operates outside of your category and your brand only,” she said.

“Look to their values, their drivers, the dimensions that make underpin our underlying worldview and shape how we interpret information. Mindsets are a great way to stand back and look at the bigger picture.”

The Research Agency said Aussie Minds could be applied across audience strategy, communications, media planning, customer experience, innovation, behaviour change and brand tracking.