The Gen Z Effect

Shaping the Year of Impact

This special edition explores the media landscape through the lens of Gen Z, building on insights from our 2025 Media Trends report, The Year of Impact. With ten articles, including contributions from dentsu’s Gen Z experts and consumers from Imagen Insights, a Gen Z-focused research firm, we offer diverse perspectives on the trends reshaping content consumption and engagement.

Download Report

The Gen Z Effect

Shaping the Year of Impact

This special edition explores the media landscape through the lens of Gen Z, building on insights from our 2025 Media Trends report, The Year of Impact. With ten articles, including contributions from dentsu’s Gen Z experts and consumers from Imagen Insights, a Gen Z-focused research firm, we offer diverse perspectives on the trends reshaping content consumption and engagement.

Download Report

Navigating Life with AI

By Miles Xu Senior Planner, iProspect Age 24, China

AI has revolutionized travel, work, and everyday life, offering tools for photo editing, real-time translation, polished writing, and efficient organization, but embracing its potential requires mindful and responsible use.

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Balancing AI with Human Insight

By Nikho Rudah Strategist, dentsu Age 27, South Africa

AI is a powerful tool that enhances efficiency and decision-making by combining data-driven insights with human creativity, but its true potential lies in balancing technological strengths with the unique value of human experience.

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Trust and Personalization in Advertising

By Emmely Schröder Junior Communication Consultant, iProspect Age 26, Germany

Personalized advertising works best when it aligns with a trusted brand’s identity, fostering genuine connections, while mismatched or untrustworthy efforts risk breaking the trust that makes personalization effective.

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How Authenticity Shapes Influencers

By Missy Goodchild Client Executive – Sponsorship and Consultancy, MKTG Age 23, United Kingdom

People are drawn to influencers who share their interests and prioritize authenticity, valuing genuine recommendations over excessive sponsorships, as true influence comes from honest connections and relatable content.

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Finding My Content in a Streaming World

By Julia Hartwig Senior Associate – Client Solutions and Planning, dentsu X Age 25, USA

With long-form content everywhere, the challenge isn’t finding something to watch but deciding what to choose, and streaming platforms have revolutionized this by offering flexibility, personalization, and endless options, despite the growing costs and scattered content.

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The Algorithm Connection

By Aya Daher Media Manager, iProspect Age 24, Lebanon

Marketing is evolving, and for Gen Z, the key to success lies in leveraging algorithms to build trust and authenticity, creating genuine connections rather than bombarding audiences with forced, impersonal ads.

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Gen Z Is Tired of Social Media Ads

By Harirata Diallo Imagen Insights Community Member Age 24, Switzerland

Ads can enhance shopping experiences on company platforms by offering helpful suggestions, but on social media, they often feel invasive and detract from the platform's purpose of connection and relaxation, highlighting the need for mindful and age-appropriate advertising.

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The Authenticity of Advertising

By Mariam Khan Strategy Director, dentsu X Age 27, United Kingdom

Advertising shapes perceptions, and brands have a responsibility to create authentic messaging that reflects real-world experiences, fostering deeper connections and lasting relationships through thoughtful storytelling and meaningful representation.

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When Collaborations Work in Sports

By Cameron Wilson Client Assistant, MKTG Age 23, United Kingdom

Sports brand collaborations can be impactful when rooted in authenticity and shared values, offering real value and excitement, but gimmicky partnerships risk feeling like cash grabs and undermining their purpose.

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The Global Cost of Staying Connected

By Elestian Willougby Imagen Insights Community Member Age 23, United Kingdom

Gen Z views digital access as a basic right, but unequal access to technology and Wi-Fi highlights global inequality, urging brands and governments to prioritize affordability and infrastructure to ensure fair opportunities for all.

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Download the full report to uncover the key trends

Download the full The Gen Z Effect report to make your most informed decisions in the road ahead. Explore ten trends that will shape the algorithmic era, including the tangible value from generative AI, the new territories for storytelling, the quest for quality across the media value chain, and the unevenly distributed world marketers must learn to navigate to drive impact.

the year of impact 2025 MEDIA TRENDS

© dentsu 2025

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the year of impact 2025 MEDIA TRENDS

© dentsu 2025

Contact Us
dentsu privacy notice
Visit dentsu website

the year of impact 2025 MEDIA TRENDS

© dentsu 2025

Contact Us
dentsu privacy notice
Visit dentsu website