Get to Know Gen Z’s Three Personas—and Their Audio Routines

When you think of Gen Z, you might think of their viral TikTok sounds, tech-savvy skills, and passion for activism. But connecting with them means going beyond the surface. To reach today’s most in-demand generation effectively—and stand out in a sea of competing voices—there’s no medium more effective than audio. 

Their favorite songs and shows are the #1 mood enhancer and daily dose of inspiration and hope for this generation. Whether they’re listening to chart-topping tracks or the latest episode of their favorite podcast, almost seven in 10 Gen Zers say that audio has brought them joy. As they navigate daily life, Gen Z is hardly ever without noise-cancelling headphones on with a phone in hand. 

This generation isn’t a monolith, and a multi-faceted audience warrants a multi-faceted campaign. With 60% of Gen Zers consuming our content on a monthly basis, partnering with us means reaching this audience at scale. Get to know the three personas of Gen Z, from Wanderers, to Connoissuers, to Realists—and how you can reach them with the audio they love. 

Wanderers: On a Journey of Self-Discovery

The Wanderers are the youngest group of Gen Z, currently aged 13-17. These teens are in school, finding themselves, and coming into their own. They’re true digital natives, and from the moment they awake to when they’re relaxing in the evening, they’re plugged into audio. Almost seven in 10 say that listening to audio has a special way of bringing happiness into their day, while 71% say that podcasts keep them entertained and engaged. Audio isn’t solely for entertainment either, as over half say that music helps them express their own individuality and style.  

What can you find in their playlists? Wanderers are hitting thumbs up and play on Sad Boy, Sped Up Pop, and Ultimate Gaming. They’re head bopping to Taylor Swift, Juice WRLD, and Eminem. And when they’re in the mood for podcasts, they turn on shows for Gen Z by Gen Z, including The Optimist Project with Yara Shahidi and Pretty Lonesome with Madeline Argy.  

Find Wanderers with Omnichannel Campaigns 

Wanderers are ready to hit follow, like, and share, and they consume as much content as they’re able to get their hands (and ears) on, whether it’s podcasts, video, and social media. Target this persona with podcasts, where your reach follows audiences wherever and however they consume content. Over eight in 10 Gen Z podcast listeners interact with their favorite hosts in multiple ways, like subscribing, following the host on social media, and participating in online forums.  

Take podcaster Madeline Argy for example, host of Pretty Lonesome. Her multi-channel brand boasts 80.7K monthly podcast downloads, 12.8M social media followers, and 931K YouTube subscribers. As omnichannel consumption grows, so do the opportunities for brands to show up in your audience’s world.

Connoisseurs: Defining What’s Next

Connoisseurs are owning their identity and becoming self-sufficient adults. Aged 18-24, they’re finishing school and starting their careers. Audio is their medium of choice to help shape their perspectives, with 53% saying that listening to audio has helped shape who they are, and 47% saying that podcasts help them focus on positivity and personal growth. Audio is the soundtrack of everyday life, whether they’re studying, working, or scrolling. You can find Connoisseurs listening to Sponsored Stations like Sad Girl, 2010s R&B, and K-Pop. And when they’re in the mood for a podcast, they hit play on Call Her Daddy and Rotten Mango to get their pop culture and true crime fix.  

Treat Connoisseurs like the Innovators They Are

Underground is the new mainstream, and Connoisseurs are leading the charge. Gen Zers in this persona aren’t waiting to see what’s next, they’re actively discovering it—and filling the rest of us in. This group of tastemakers finds up-and-coming artists on none other than SoundCloud, taking pride in discovering artists before they become headline acts. For Connoisseurs, every click is currency, and they’re more than willing to give. Over 60% of comments, reactions, shares, and follows on SoundCloud in 2024 were by Gen Z.

When targeting Gen Zers on SoundCloud, get specific. Go deeper than “Latino Gen Z” or “Black Gen Z,” make this persona feel seen by targeting Spanglish experimentalists, Afrofuturists, or emo rap fans. Or lean into Scenes like alt Black energy, Vinahouse, or Regional Mexican. With 46% of Gen Z SoundCloud listeners being more likely to support or purchase brands they discover through SoundCloud artists or communities, showing up for them—and the audio they have on repeat—builds deeper connections. After all, Connoisseurs are more than day-one supporters, they’re brand ambassadors. 

Realists: Living a Community-First Mindset

Aged 25-29, Realists balance living between two eras. They feel old enough for nostalgia and young enough to shape new trends. They’re not passive audio listeners but community builders, with one in three finding a sense of belonging within communities based on specific genres or artists. To this older group of Gen Zers, audio is a unifier, with 84% saying that audio reminds them of good times with loved ones, and 56% having recommended their favorite artist to family and friends.

Their playlists are made up of Sponsored Stations like 2000s R&B, Dembow Dominicano, and Reggaeton Old School. And they tune in to podcasts where they can relate to fellow Gen Zers, including In Your Dreams with Owen Thiele, The Burnouts, and Disgraceful with Grace O’Malley.

Follow Realists down Memory Lane

Audio evokes memories and nostalgia, and there’s no better place to find all three than Pandora. In fact, over eight in 10 Realists listen to the same music they grew up with. Whether they’re listening to 2000s R&B, 00’s Country, or 2010: Hits, 84% of Pandora listeners say that nostalgic music brings them peace of mind, and 46% say that music from past decades resonates more with them than current hits.   

Pandora offers a wide variety of ad solutions for brands to choose from (or mix and match), whether you’re interested in audio-only, display, video, or rewarded ads. Plus, we turn data into insights with the press of a button. We have the details on Gen Z users’ location, age, gender, interests, and listening habits, so you can target effectively—and know exactly who you’re reaching and how. Additionally, our listeners are logged in to Pandora 100% of the time, giving us the must-have deets on the devices being used, when they’re used, and what they’re used for. 

Drive Results with Audio and Gen Z Consumers

To see how we’ve delivered results by target audience, take a look at how we tackled this past campaign. The SiriusXM Streaming Network partnered with an entertainment advertiser to drive ad recall and brand awareness and generate brand favorability. The campaign targeted streaming audio listeners and used our advanced targeting solutions to reach Gen Z consumers. 

Among young consumers, we delivered:  

• +10pts lift in brand awareness

• +6pts lift in brand favorability 

• +3pts lift in ad recall 

• +1pt lift in purchase intent 

Keep up with the Trendsetters

Audio delivers escapism, nostalgia, and entertainment—as well as community and connection. Whether you’re targeting Wanderers, Connoisseurs, Realists, or all three, find them all here—where we reach over half of Gen Z.  

Ready to influence the influencers? Let’s chat. 

Learn More About Reaching Gen Z