How are publishers pushing Gen Z to read?

Recent data suggests that traditional marketing for new books is steadily facing irrelevance with Gen Z. Is it the end times, or simply a shift away into less conventional formats of storytelling?

The book industry is facing a dilemma.

Recent studies suggest that teenagers and younger Gen Zers aren’t reading many books in full. College students are increasingly turning to AI tools like ChatGPT to research, curate and interpret information for them, rather than actually learning and applying knowledge independently.

That isn’t just a grouchy, older person take either; this ‘Voices of Gen Z’ study by the Walton Family Foundation reported that 35% of Gen Z students dislike reading, and 42% rarely or never read for fun. A survey by BestColleges in 2023 also found that 56% of students reported using AI tools to complete assignments and exams, with that number only likely to have risen since.

Schools are also less likely to assign full books for coursework reading today compared to decades prior, and some sources indicate that very few teenagers are reading in their down time. In fact, according to The National Centre for Education Statistics, only 14% of 13-year-olds are reading for fun, with 31% saying they never or hardly ever read.

In 2022, the National Council of Teachers of English argued that reading books in full should be less of a focus for children, with more emphasis given on ‘critically examining digital media and popular culture’ online and on screens. A UK study the same year by Renaissance Learning concluded that the total books read annually in schools declined by 4.2% for the first time over the previous twelve months, with reading difficulty flatlining or falling in secondary education.

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