Reaching the next generation of news audiences is one of the most pressing challenges facing European newsrooms today. Young people are online every day — 97% of 16–29 year-olds in the EU report daily internet use — yet 40% say they actively avoid the news, a figure that has climbed steadily since 2017. They are not disengaged from the world; they are disengaged from the formats and voices that legacy media has relied on for decades.
The CARL initiative’s second leaflet explores what it means to genuinely communicate with Generation Z. It draws on data from the Reuters Institute Digital News Report, expert voices from across the CARL network, and the practical experience of partner newsrooms already experimenting with new formats, platforms, and editorial strategies. From prioritising vertical video and interaction to using AI to tailor content for younger readers, the leaflet maps out concrete steps editorial teams can take right now.
To explore the key insights, understand what is driving news avoidance among young Europeans, and discover actionable takeaways for media leaders, download the full leaflet below — available in all six project languages.
