Traditional news outlets seeking to engage younger audiences must embrace innovation or risk declining relevance, according to new research published by the Chartered Institute of Public Relations (CIPR). The report – ‘What does news media mean to Gen Z?’ – was conducted by Rebecca Roberts, founder of Thread & Fable, and funded under the Institute’s Research Fund. It investigates the media habits of Gen Z in the UK and how the rise of digital formats has changed how younger generations view, trust, and interact with news compared to older groups, painting both…
Read MoreNews publishers must innovate to meet shifting Gen Z needs
