Samsung gives young people from Generation Z the chance to be heard, to speak openly and unfiltered about topics that are relevant to them

Miruna Macsim 24/07/2023 | 18:34

Establishing real and deep connections with others, connecting with older generations, especially parents and teachers, self-confidence, and the image they project to the outside world are the subjects that concern Generation Z, according to a qualitative study commissioned by Samsung and conducted by Kantar Romania.


Although they are a generation that sometimes feels stigmatized (“wasting time online,” “not understanding real-life problems,” “lack of respect for older generations”), in reality, Generation Z has diverse interests: they follow topics on the public agenda such as global warming, social issues, gender equality, etc., and at the same time, they are in a continuous search for a professional path that aligns with their passions, the best option between staying in Romania or moving abroad, and many more.

Through a series of in-depth interviews and focus groups, Samsung discovered that there are also untold truths about Generation Z that concern them but are less discussed in the public space. The Allout FactZ campaign focuses on them.

“There are many stereotypes and myths about Generation Z that we are trying to address for the first time through the AlloutFactZ project. It is an opportunity to open conversations and talk freely about the issues young people face in a very personal way. We want to be as close to the new generation as possible, and I don’t think we can do that without listening to them and providing all the tools they need to express themselves. Allout FactZ is another step we are taking in this direction,” said Simona Panait, Head of Marketing Romania & Bulgaria, at Samsung Electronics Romania.

The main objective of the campaign is to provide Generation Z with a space to express themselves freely and discuss the topics that concern them the most. Samsung initiated the project through a partnership with the publication Vice, during which the Vice editorial team was formed by representatives of Generation Z for a week.

They were free to address important topics for them, treat them in their own style, and were supported by Vice editors in the process of research and editing. They wrote articles such as “Young people in Romania told me what they don’t discuss even with their closest friends out of shame” or “I am 23 years old, and I asked my relatives what they think we do on the internet to see how wrong they are.”

Later, the young editors were invited to a series of radio shows, where they talked about their entire experience and how they see the future of their generation in the current context.

As a next step, Samsung extended the conversation to a series of opinion leaders and challenged them to tell their stories, starting from the same themes: self-image, generation conflict, and relationships with parents and friends. Cuza, Graure, Lorena Șerban, Olivia Addams, Edi Brandabura, Bogdan Techeș, Bogdan Drăcea, and Radu Constantin started the conversations on their social media channels and encouraged young people in their communities to share their own experiences in the comments.

The above-mentioned subjects were also addressed by young content creators who participated in the Buzz House project, supported by Samsung Romania. They shared their life stories on their social media accounts.

Silviu Faiăr and Zlăvog, content creators loved by Generation Z, started the conversation about the issues they face and asked their communities to send them their stories; many of these stories were then discussed in a live session on Silviu’s channel.

This is the second year that Samsung is implementing all projects and initiatives dedicated to Gen Z under the communication platform Allout, launched in 2022, with the aim of supporting the new generation and providing them with new sources of inspiration. In 2023, Samsung continues this mission to better understand Generation Z and bring to the forefront the topics that truly concern them.

Allout FactZ will continue in the upcoming period. Follow what Generation Z has to say here – and on Samsung’s social media channels (Facebook, Instagram, and TikTok).

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