po polsku
illustration: DALL-EThe 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 |
|---|---|---|
| Image creation, lifestyle | Very high | |
| TikTok | Entertainment, quick guides | High |
| YouTube | Education, podcasts, tutorials | Very high |
| 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
COMMERCIAL BREAK
New articles in section Media industry
Journalism in the age of AI. Why people prefer humans over machines
Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.
Why do we believe fakes? Science reveals the psychology of virals
KFi
Why do emotions grab more attention than evidence, and why can a fake authority overshadow scientific data? Researchers from Warsaw University of Technology, Jagiellonian University, and SWPS University in Poland sought the answers. Here are their findings.
Investigative journalism in Europe. Newsrooms face pressure
KFi, Newseria
Media and political representatives point to the difficult situation of investigative journalism in Europe. Newsrooms are reluctant to invest in this segment due to high costs and the large amount of time and effort required. Most of all, however, they fear legal proceedings.
See articles on a similar topic:
Radio Fanatics. Who Listens for One-Third of the Day?
Bartłomiej Dwornik
One in five listeners now spends over 8 hours daily listening to the radio, according to data from the Radio Track study. Since the beginning of the year, the number of these avid listeners has grown by 300,000.
Video Games Drive Europe. Record Number of Players in 2023
BARD
The video game market in Europe reached a value of €25.7 billion in 2023, marking a 5% increase compared to the previous year. Video Games Europe and the European Games Developer Federation released the report "All About Video Games – European Key Facts 2023".
Review of media from around the world. See what they are buzzing about [LINK]
AUTOPROMOCJA Reporterzy.info
What is the media buzzing about? A review of the headlines of the most important newspapers and websites. Events of the day, country, world, media market, economy, sport, foreign media, and even gossip and curiosities. In real time and 24 hours a day. We invite you!
Press Readership in Poland. The Wealthy Read Ten Times More Often
BARD
Wealthy individuals in Poland read newspapers and magazines up to ten times more frequently than the average Pole, according to a report by Polish Readership Research. They mainly read monthly magazines and dedicate about an hour per day to reading. Only 18% of people in this group do not read any press at all.
