Radio execs and sales teams, listen up—there’s a spark of hope lighting up our industry, and it’s coming from an unexpected place: Gen Z (typically referring to those born between 1997 and 2012). According to a New York Post bombshell, 78% of these young listeners are still tuning in. That’s right—while we’ve been weathering cuts and naysayers, Gen Z’s out there keeping radio alive. As a digital marketing expert who’s been in this game for years, I see this as our shot to not just survive, but thrive. Let’s nurture these listeners now, grow cume, and turn them into the 25-54 demo advertisers crave down the road. Here’s how we make it happen—starting today.
Why Gen Z’s Tuning In—and Why It Matters
This 78% stat isn’t a fluke. Gen Z’s catching radio in cars, on smart speakers, and through apps, drawn to what streaming can’t touch: local voices, local information, live energy, ability to win concert tickets (let’s be real – tickets are SO EXPENSIVE these days) and that good ol’ human connection. The New York Post nails it—Gen Z loves making old things new again, from flip phones to vintage iPods to, yes, radio. And with 55% of them in the U.S. listening to AM/FM daily (thanks, Musical Pursuits 2024), we’ve got a prime opportunity. The goal? Hook them now with smart digital plays so they stick with us as they age into that golden 25-54 bracket.
Radio Back to the Forefront: A Strategy Worth Revisiting
When we first started the collective (a collective of resources to help media companies thrive), I teamed up Tim Richards and the late, great Steve Smith to launch an initiative: We Have A Strategy to Bring Local Radio BACK To The Forefront! (Check it out at collectiveheads.io/brb/). We wanted to remind people why they fell in love with radio—its immediacy, its community, its one-of-a-kind vibe—and highlight what it offers that no algorithm can replicate. Today, with Gen Z proving radio’s still got it, it’s time to dust off that playbook and double down. Let’s bring that magic back, louder than ever.
Global Lessons: Riding the Retro Wave
Gen Z’s nostalgia obsession isn’t just a U.S. thing—it’s global, and stations worldwide are capitalizing. In the UK, BBC Radio 6 Music hooks young listeners with curated 60s-to-90s gems alongside new indie tracks, branding them as timeless & cool. Japan’s J-WAVE in Tokyo ties 80s J-Pop revivals to TikTok trends, making old hits feel fresh. Australia’s Triple J remixes 90s grunge into countdowns that Gen Z can’t resist, while community stations like SYN Media let young DJs spin retro picks. These stations aren’t just playing music—they’re tapping into a cultural craving for rediscovery. Radio can lead this charge, blending nostalgia with now.
Actionable Steps: What You Can Do Today
Ready to turn this trend into results? Here are five practical, no-excuse strategies to nurture Gen Z, boost your CUME, and flex radio’s strengths to advertisers:
1. Launch a Nostalgia Campaign on Social
Kick off a “Retro Rewind” series on Instagram and TikTok—think 60s soul, 80s pop, or 90s rock with quick DJ intros on why they’re timeless. Tease snippets online, then drive listeners to the full tracks on-air: “Heard this gem? Catch it live now!” Let Gen Z vote on the lineup via your app or website—engagement goes up, and you’ve got data to prove it.
2. Team Up with Local Influencers
Gen Z’s all about authenticity. Partner with local micro-influencers who love retro vibes—vinyl collectors, vintage fashion fans, whatever fits your market. Have them guest DJ on-air or co-host a social Live, tying their passion to your station. It’s a cheap, shareable way to bridge old-school cool with young listeners. Show advertisers you’re reaching the next big demo.
3. Gamify Listening with Contests
Radio’s edge is interactivity—use it. Run a “Nostalgia Hunt” where listeners spot retro song clues across your socials, site, and airwaves. First to ID them wins swag or tickets. Track it and boom—you’ve got stats to pitch to sales: “Our audience is growing, and we can prove it.”
4. Blend Eras in Playlists
Curate playlists mixing classic hits—think Beatles to Nirvana—with today’s stars. Push them on your app and Spotify, but save the live DJ commentary or artist shoutouts for on-air. It’s a hook to keep Gen Z tuning in. Tell advertisers: “We’re not just playing songs; we’re building a vibe for the future 25-54.”
5. Own Smart Speakers
Some of you are probably already doing this but if not, it’s a good reminder. Smart speaker use is exploding in 2025—make it effortless: “Hey Alexa, play [Station Name].” Promote this everywhere—social, on-air, your site. Gen Z’s already there; meet them with content that pops. It’s an easy lift to boost daily tune-ins and underline radio’s reach.
The Payoff: Gen Z Today, 25-54 Demo Tomorrow
Here’s the big picture: every Gen Z listener we grab now is a 25-54 gem later. Advertisers live for that demo, and radio’s got the reach to deliver—84% of adults 18+ weekly, per Nielsen. By pairing digital smarts with radio’s live, local heart, we’re setting ourselves up to win long-term. Our Collective Heads initiative proves bold moves can pay off—now it’s your turn to run with it.
Let’s Make It Happen Together
This isn’t just my fight—it’s ours. Hit me up at McIvor Marketing or Collective Heads with your ideas, your wins, your roadblocks. Share these steps with your team, test them out, and let’s build something unstoppable. Gen Z’s handing us a lifeline—let’s grab it, grow that CUME, and remind everyone why radio’s the real deal. The trends are hot, the opportunity’s
now, and we’ve got everything it takes to win. Let’s make it happen!
Heidi McIvor-Allen is the full-service digital marketing agency owner at McIvor Marketing and a founding partner at Collective Heads. She’s a digital marketing pro dedicated to helping radio shine in a digital world. Reach out to her at [email protected] or [email protected].
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