The Wiener’s Circle in Chicago doesn’t dole out insults until 8 p.m., but this doesn’t mean they are a wholesome establishment until 7:59. Take two steps inside their tin-box shop on Clark Street and you’ll see layers of printer-paper photos tacked to the wall with whatever they seemed to have on hand, and all scrawled with insults.
If you are perpetually curious like me, after you order your char dog from what google reviews calls the “famously surly staffers,” you’ll find yourself perched on one of the 10 diner chairs, catching your own eye in the classic diner mirror panes while contentedly munching on your fries and craning your neck to read the jibes just above your head.
But after 8 p.m., something changes. It’s not just on the walls anymore.
Take too long ordering or change your mind about the authentic Chicago dog, and you’ll find yourself on the business end of a barb.
There’s a reason the line is out the door: It’s authentic.
While getting insulted by a complete stranger may not seem like the most comfortable of experiences, Gen Z is not in it to be comfortable. We’re activists for the environment and social justice. We have access to more information than any generation before us. We want the real deal.
And we hate the news, apparently.
In 2022, Statistica took a look at which technology Gen Z used most frequently. Fifty percent of respondents said they used social media daily while 84 percent reported using social media at least once a month. In contrast, no news category (cable news networks, network news, local newspapers or national newspaper) broke 7 percent daily use.
Traditional news just isn’t getting the attention it used to. But how do we change that?
First, we get to the source. Bringing eight Gen Z journalists to Chicago to hit the streets and drum up stories Gen Z would enjoy? Pretty cool.
But what we found? Well, that’s pretty revolutionary.
Don’t throw the baby out with the bathwater
Don’t make fun of your parents' newscast just yet. It does a lot of things right, including local journalism.
While local news organizations have not been spared the changing media environment currently hitting big outlets, the Pew Research Center’s report “Americans’ Changing Relationship with Local News” states that Americans still generally feel like local news is doing something right.
Sixty-nine percent of US adults say that local journalists are in touch with their community, and 71 percent believe that local news organizations “Report News accurately.”
This is in contrast with a 2022 Pew survey which revealed that less than half U.S. adults found that news organizations in general do a good job reporting news accurately.
However, the share of Americans who say they follow local news has dropped significantly (from 37 percent in 2016 to 22 percent in 2024).
Young Americans are impressed with the local news, but they aren’t watching.
To attract the Gen Z audience, news organizations need to be willing to try something new.
You’re just like me
Maybe you saw the viral video of the weatherman who really didn’t want to be in the snow.
“In case you wanted to see a weatherman freeze on your screen, I’m here and I have most of my toes,” he says to the camera.
The caption? When Gen Z enters the workforce.
Here’s a truth: We like people we can relate to. It's why influencers rack up followers on Instagram and Tik Tok reaction videos can keep you occupied for hours. Gen Z likes to connect with the person behind the screen. And when you connect, you build trust.
It’s why my cousin bought an influencer-recommended moisturizer last month and my sister plans vacations based on recommendations from travel-bloggers.
In a 2022 Statista report, Baby boomers indicated varying levels of trust in news sources. Only 22 percent thought social media was a valid source (compared to a 61 percent trust in network news). On the flip side, Gen Z reported consistent levels of trust across platforms.
This means that Gen Z trusts newspaper journalists about as much as they trust influencers.
At face value, this means that news organizations aren’t operating at a loss. They aren’t actively making people distrust them. At the same time, influencers are operating at a gain, dramatically increasing their trust while news organizations have remained fairly stagnant.
In the time of Wolter Cronkite and gatekeeping journalism, news organizations were the only way to receive essential information. Consumers trusted them because they proved consistent trustworthiness and consistent reporting. They used their anchor voices and sense of detachment to promote objectivity and truth.
But now culture is different. Gen Z craves real. And to them, detached doesn’t necessarily mean objective—it means inauthentic. After all, you don’t act that way around your husband, wife or kids.
That’s not to say that all journalists should be influencers. Objectivity and reliability are and should be consistent values in journalism. But you don’t have to share your opinion to be relatable.
Maybe it is adopting some of the conversational mannerisms of social media personalities or not being afraid to “mess up” on air. Either way, these “human moments” are endearing to Gen Z and will lead to higher levels of rapport with the audience.
Can you send me that?
Here’s the thing: Only 11 percent of Gen Z aren’t using social media for their news. In fact, Statista and Content Science say 50 percent are using it daily.
Ninety-five percent of teenagers ages 13-17 use Tik Tok daily. Sixteen percent indicated they use Tik Tok excessively. Seventy-five percent of Gen Z say their favorite device is their phone.
So clearly, lack of screen time isn’t a problem.
Sharing photos and videos via your favorite platform is as easy as two clicks. Forget text messages, you can send an Instagram reel that perfectly encapsulates your feelings to 400 of your closest friends from your bed.
At no other time has it been possible to be this connected.
At no other time has it been possible to be so disconnected.
It’s just a fact. Gen Z has very little interest in things that don’t transfer well to their phones. Website looks funky? They’ll find another one. Video not sizing to their screen? Well, they won’t watch that.
News organizations are starting to catch on. They make mobile friendly apps and websites and push their stories to web and their Instagram.
But it’s still an afterthought.
Social media content isn’t synonymous with “trash content.” Gen Z still values quality and deep thought, but they want to be met at the medium they use.
That’s why platforms need to get out of the studio and into more user-friendly content, including Instagram reels.
If the quirkier Tik Tok habits of Gen Z have taught us anything, it’s that they will sit through a 10-part movie breakdown or a 10-part news story on an issue they care about.
They just need to be able to find them. That means news organizations need to get behind social media and start uploading content fast.
Am I better than everyone?
On Oct. 28, the first three headlines on The New York Times “World” section were: “Israel’s Parliament Passes Bill That Threatens Work of U.N. Agency for Palestinians,” “Ukrainian Civilians in Once Safe City Fear Growing Menace of Glide Bombs,” and “British Labour Lawmaker Suspended After Punches Thrown.”
There’s a lot of big things going on in the world right now. And Gen Z is feeling the stress.
In a study called “Media Habits of Gen Z,” Edison research found that “Gen Z carry a heavy mental load, and they are tired.” Many of the respondents indicated a “need for rest and self-care.”
Gen Z’s connection to the world means constantly being aware of the big issues in it. While it’s true that Gen Z is very active in spaces like environmental preservation and social justice, it’s also true that Gen Z feels high levels of stress and anxiety, especially when it comes to changing the world.
The solution? More like solutions-based journalism.
We’re not reinventing the wheel here. Solutions journalism has been taught nationwide for the last 70 years. But we are saying that Gen Z needs it in a different way.
It’s more than just saying the names of relevant organizations: It’s providing links to websites.
We’re not advocating for bias; we are advocating for transparency. If you mention a relevant organization, providing details (like links), helps Gen Z feel they can reasonably take action and is more likely to drive repeated views as Gen Z shares the article.
It’s more than just giving general advice: it’s giving specific, expert-driven tips relevant to the age group and experience of Gen Z.
Instead of making general statements like “use less plastic,” invite people who are making change to give reasonable advice, like “buy your grains in bulk so you don’t waste plastic—here are the stores I use.”
It’s more than tacking it on to the end of a story, it’s integrating it into every part of the article and newscast.
Here is the challenge facing our community and here are the people who are helping. Reach out to them to explain the problem and explain the solution.
You’re still reading this?
We’re asking a lot. But we’re also asking for a lot of people. In 2023, Gen Z made up 20 percent of the U.S. population.
The Wiener’s Circle may not insult people until 8 p.m., but it is authentic all the time. It’s what draws people to the doors. It’s what makes Gen Z excited and it's what the news needs to emulate.
So be relatable and accessible. Counteract constant anxiety with solutions-based journalism. And let us help you do it.