From Z to Alpha

To understand the young generation, we used to have Tagesschau spokesperson Susanne Daubner: in legendary social media clips, she read out the contenders for the youth word of the year. Now she's stopping and we have to do it ourselves. What do Generations Z and Alpha want to hear? TikTok and co. play an important role in answering this question. The digital lifestyle shapes which audio content is in demand and how it is discovered. It's all about your own language, the right feeling and the right identification figures. Audio makers need to ask themselves: Where do we need to be and how do we need to be in order to make ourselves heard in the future?