Insight & strategy Talking about my generation Channel 4 is on a mission to engage young people across its platforms, and it wants to use evidence to make sure its content, programming and brand stay relevant to a generation that is increasingly misunderstood. Katie McQuater speaks to the broadcasters James Hamilton, and Crafts Konrad Collao, to find out more about its Generation Z-focused research study Y oung people are all woke. Depending on what you hear and read, they are all angry activists or wannabe TikTok influencers. Of all the cohorts, the younger generations seem to get the shortest shrift in terms of stereotypes and lazy generalisations. Despite its size comprising around eight million Britons Generation Z is often portrayed as a homogeneous mass. As a public service broadcaster, Channel 4s brand is heavily shaped by its remit to champion unheard voices, innovate and stand up for diversity. The channels existence is dependent on its relationship with younger people so it needs to understand them and try to get in front of some of the misconceptions about them, in order to take a nuanced approach to its Gen Z audience and compete with multiple other demands on their attention. We have a remit to speak to and represent all of Britain, but with a specific focus on understanding younger people. You cant do that without talking to them and seeking to understand them, says James Hamilton, who leads the audience planning function at Channel 4. In what was probably the biggest piece of research carried out since Hamilton joined Channel 4 a decade ago, the broadcaster spent almost 12 months 28 Impact ISSUE 42 2023_pp28-31 Channel4 NEW.indd 28 16/06/2023 17:06