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The Problem
Spotify wants to attract Gen Z to
their new audiobook content.
The Insights
55% of Gen Z have mental health issues.
Almost half of Gen Z spend 10 hours or more online per day.
Photo-based platforms like Instagram and TikTok are linked to worsening body image issues in one-third of Gen Z.
Gen Z ranges from ~10-25 years old (ages of self-discovery).
The Solution
Audiobooks that are categorized
by theme, with books recommended based on a quiz that determines what the individual is struggling with.
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Spotify partnered with Starbucks to spread the word about their new audiobooks.
Now customers can order one of 3 limited edition drinks named after book themes.
They can sip their drink while listening to an audiobook that resonates with them.
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