Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts

illustration: DALL-E

The report "Audiences to Watch: Gen Z in 2025", developed by Shauna Moran and Georgia Walsh from GWI, is based on 230,000 annual evaluation conversations with companies worldwide and provides intriguing insights into the young generation’s approach to consumption, values, and technology. Gen Z representatives are already having a massive impact on the market.

Consumers seeking authenticity

Gen Z is a generation that values brand authenticity and transparency. Unlike millennials, young people are not easily deceived by marketing tricks. The message must be genuine and engaging, and brands should clearly state their values.

Value appreciated by Gen Z	Importance to the consumer
Authenticity	Very important
Action transparency	Crucial when choosing a brand
Social engagement	Desirable in brand strategy
Sustainability	Strongly influences decisions
Openness to change	Expected from brand leaders

The report indicates that Gen Z avoids brands associated with unethical business practices. They prefer those that openly communicate their social and environmental actions. They expect brands to be authentic, even if it means showing their imperfections.

For companies, this means rethinking marketing strategies and focusing on authentic storytelling. Gen Z does not want perfect images but rather truth and values that reflect their beliefs.

Digital innovators and their approach to technology

Gen Z grew up in a digital environment, making technology a natural part of everyday life. However, unlike previous generations, young people see technology as a tool for self-development and broadening perspectives.

Social platform	Main use	Popularity among Gen Z
Instagram	Image creation, lifestyle	Very high
TikTok	Entertainment, quick guides	High
YouTube	Education, podcasts, tutorials	Very high
LinkedIn	Career development, networking	Medium

The report’s key findings include intense use of social media platforms, but with a focus on authentic content. Young people use digital media not only for entertainment but also to learn new skills and gain knowledge.

Thus, technology is not just a form of fun - it is a tool for building careers and self-improvement. Brands that skillfully combine entertainment with education have a chance to capture the attention of this demanding generation.

Changes in interpersonal relationships

One of the most surprising findings of the report is Gen Z`s approach to relationships. Although social media has been part of their lives from an early age, young people are beginning to appreciate the value of face-to-face connections.

Despite their strong online presence, young people increasingly engage in local communities and offline activities. They seek balance between the digital world and reality. For many of them, direct contacts remain the most valuable.

New aesthetics and the need for truth

The aesthetics promoted by Gen Z differ significantly from the perfect images of previous decades. Young people prefer imperfect but real content - authentic photos, honest statements, and natural stories.

In advertising campaigns, Gen Z values:

• Simple, direct messages – without attempts to idealize reality.
• Stories inspired by real events – building brand authenticity.
• Transparency in actions – both in product aspects and brand values.

Brands need to rethink their approach to aesthetics and communication style if they want to earn this group’s trust. Even the best online campaign cannot replace authentic customer engagement.

What’s next?

Gen Z is a generation that demands changes not only in business but also in social values. The GWI report indicates that brands will need to adapt to new expectations to maintain their position.

Without authenticity, directness, and real social involvement, there is no chance of gaining the loyalty of young consumers. It’s a challenge that requires thoughtful strategy and openness to change.

The complete GWI report "Audiences to Watch: Gen Z" can be downloaded for free at
https://www.gwi.com/reports/gen-z