Born between 1997 and 2012, Gen Z is not just entering the research world; they’re reshaping it. They are founding startups, influencing public debates, leading climate movements, and challenging the way knowledge is shared and trusted. In labs, universities, and online spaces, they are already part of the conversations we want our projects to impact.
And yet, too often, our communication and dissemination strategies are still designed for a different era, using formats and tones that simply don't resonate with them. It’s time to rethink how we design communication in EU projects and engage with younger audiences, not just by adding TikTok to the mix, but by weaving Gen Z’s values, habits, and voices into our projects from the very start.
Why Gen Z matters in EU-funded Research and Innovation
Gen Z brings fresh energy, digital fluency, and strong values to the table. They care deeply about sustainability, equity, and participation. They’ve grown up online but also in a world shaped by uncertainty, misinformation, and growing distrust toward institutions. If your project touches on climate, digitalisation, health, education, or social innovation, chances are Gen Z is already paying attention. But traditional communication formats (reports, brochures, newsletters) often fall flat with them. To build real engagement, we need to adapt both our messages and our methods.
Integrate youth engagement in your proposal
The most effective Gen Z outreach starts during proposal writing. In Section 2.2 of your Horizon Europe proposal, where you outline your communication, dissemination and exploitation strategy, ask yourself:
-
Are young people among our key audiences or stakeholders?
-
How will our activities speak to their values and platforms?
-
Is our communication strategy interactive, inclusive, and accessible?
-
How will we measure engagement with under-30 audiences?
This is also the time to budget for youth-focused activities: co-creation workshops, social media campaigns tailored to younger demographics, partnerships with universities, or student-driven pilot actions. If you wait until month 6 to figure this out in your PEDR (draft plan for dissemination and exploitation of your results), you may have already missed your moment.
Beyond TikTok: where and how Gen Z engages
When we talk about engaging Gen Z, the first platform that comes to mind is probably TikTok. Yes, it can be a powerful platform for reaching younger audiences. And some topics do work well there, like fun facts or behind-the-scenes research - check out our project OTTER for inspiration. But it’s not a silver bullet. Building a real community on TikTok takes time, creativity, and consistency. You need someone on the team (or a partner) who can dedicate major efforts to content creation, trend-watching, and engagement. It can’t be an occasional side task squeezed in between all the others.
If you decide to include TikTok in your Horizon Europe communication plan, make sure that:
-
Your content aligns with your project’s tone and purpose
-
You focus on storytelling (e.g. real-life applications of research, myth-busting, "behind-the-scenes" lab moments)
-
You can maintain a regular posting schedule
-
You track actual engagement, not just views
The good news? There are plenty of other effective and manageable ways to engage Gen Z through content that fits the realities of Horizon Europe projects. Here are some relevant and achievable formats:
-
YouTube shorts and Instagram reels: short, visually rich explainers or testimonials (e.g. mini explainers on project outcomes, day-in-the-life clips, fast facts on key challenges) - have a look at Giant Leaps
-
Instagram stories, polls, and Q&As: interactive and engaging content such as quick knowledge checks, Q&As with researchers, countdown and teaser stories
-
Podcast-style clips: audio content or narrated storytelling shared on Spotify, YouTube, or embedded on the project website (e.g. interviews with researchers or stakeholders, science myth-busting segments, early-career voices reflecting on their path and work) - check out our SPEAR podcast series
-
Interactive tools and quizzes: gamification and challenge-based activities for school and university students.
And don’t forget offline engagement as well. Have you ever thought of co-organising student competitions, hackathons, or challenge-based learning sessions with your academic partners or collaborating with student associations or young science communicators who can co-create content and act as project multipliers? Giving Gen Z a voice not only enriches your communication, it also increases your project's legitimacy and long-term impact.
Each of these approaches can be embedded in your C&D plan, aligned with your available resources and KPIs, and scaled based on project scope. The goal isn’t to be on every platform, but rather to choose the right ones and create content that genuinely speaks to the values and curiosity of younger generations.
Speak their language
Gen Z responds to:
-
Relatability over authority: Peer-led communication (e.g. early-career researchers as project “faces”) often outperforms top-down messaging.
-
Visual-first formats: Infographics, videos, memes, and data storytelling work better than text-dense content.
-
Causes over credentials: They're drawn to projects with real-world impact and clear ethical purpose.
-
Interactive over passive content: Use polls, Q&As, quizzes, or mini challenges to make communication a two-way street.
Finally, tone matters too. Gen Z appreciates honesty, humour, and transparency. Avoid jargon, be clear about your project's value, and don’t be afraid to show the human side of research.
KPIs that reflect real engagement
If you’re going to engage Gen Z, make sure you are measuring what matters. Consider including relevant KPIs in your monitoring strategy, such as:
-
Social media reach in the under-30 demographic
-
Number of Gen Z participants in events or campaigns
-
Engagement rates (comments, shares, saves) on youth-oriented content
-
Number of content pieces created by or with young people
-
Feedback scores or testimonials from younger stakeholders
Including these KPIs in your proposal shows reviewers that your communication plan is strategic, intentional, and impact-driven.
It’s more than about chasing trends
Reaching Gen Z isn’t just about mastering TikTok transitions or posting trendy graphics. It’s about listening, co-creating, and building communication strategies that feel relevant and inclusive. Start early. Be intentional. Use your Horizon Europe project as a bridge between science, policy, and the voices of the next generation. Because they're not just the audience, they're the future of the European Research Area.
