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Opening the discussion, Editor-in-Chief of Tien Phong Newspaper Phung Cong Suong noted that Gen Z, those born between 1996 and 2012, grew up in a digital environment, where the internet and smart devices have developed rapidly, giving rise to various social media platforms. This demographic tends to consume news quickly, favors creative and entertaining content, and spends a significant amount of time on platforms such as TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts.

Delegates discuss at the forum.

According to Phung Cong Suong, Gen Z is gradually becoming a dominant force, accounting for 32% of the population. By 2032, it is expected to become the largest demographic group, making it a key audience that businesses, organizations, and especially the press, must target. “In reality, it’s not that young people don’t read the news; they just absorb information differently and more diversely, presenting a challenge for all media outlets. The question is how to attract and retain them in the long term,” he stated.

At the forum, Ngo Viet Anh, Director of the Media Development Center of Nhan Dan Newspaper, emphasized that to engage Gen Z effectively, journalism must harness the power of technology and creative thinking. The adoption of digital platforms has become an inevitable trend, as evidenced by media presence on social networks such as Zalo, Facebook, and TikTok. The National Press Awards have also introduced a new category specifically for digital journalism.

According to him, to sustainably develop digital journalism, media organizations must not only invest in technology but also continuously renew their content and presentation formats. Creativity is considered a vital factor in the effort to win over young readers.

From a military media perspective, Colonel Nguyen Hong Hai, Deputy Editor-in-Chief of the People's Army Newspaper, highlighted the importance of developing media products suited to Gen Z’s psychological and behavioral traits, even within the military environment.

Colonel Nguyen Hong Hai stressed that journalism must undergo a fundamental transformation in both content and format or risk losing this young, tech-savvy audience. Journalists should view Gen Z not just as a target audience, but as companions and partners in the digital age.

In the field of television, Deputy Head of Production at VTV3 channel of Vietnam Television Bui Thu Thuy stated that although it is often said that Gen Z prefers short-form content, long-form programs with high-quality content can still captivate young viewers. Citing the program Duong Len Dinh Olympia (The Road to Olympia Peak), she noted that success hinges on serious investment in content and thoughtful event organization.

“After many changes in staffing and eventual success, we realized the importance of trusting and giving opportunities to young journalists and editors, especially Gen Z, allowing them to express themselves and prove their capabilities,” said Bui Thu Thuy.

From the perspective of journalism education, Dr. Ngo Bich Ngoc, Head of the Multimedia Communication Department at Swinburne University Vietnam, emphasized that amid the rapid development of digital media, newsrooms must shape their brand identity based on core values such as patriotism, authenticity, and distinctive character. These are qualities that resonate with Gen Z, who tend to trust and support media outlets they feel aligned with in values.

Accordingly, building a comprehensive reader profile and implementing a well-structured communication strategy are deemed essential to reach this young audience effectively.

Dr. Ngo Bich Ngoc also suggested several specific directions, such as prioritizing the production of short videos that are quick, concise, and emotionally resonant. At the same time, news organizations should focus on training journalists and media professionals in a Gen Z-friendly direction, incorporating digital skills such as short video production, crafting compelling headlines, data storytelling, multi-platform content design, and applying AI technology in content creation.

The panel discussion welcomed direct participation from many Gen Z students, who shared their news consumption habits and expectations for the media in the digital age. The open and engaging dialogue provided diverse perspectives and opened new directions for attracting and engaging with this emerging generation of readers, who are already playing a key role in shaping the future of journalism.

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