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
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
Artificial intelligence in newsrooms. Three realities of the AI era in media
Krzysztof Fiedorek
According to a report by the European Broadcasting Union, many newsrooms already use AI but still do not fully trust it. Audiences do not want "robotic" news, and the technologies themselves though fast can be costly, unreliable, and surprisingly human in their mistakes.
See articles on a similar topic:
Media in Poland 2022. How Poles Watch, Listen, Read, and Surf the Web
Krzysztof Fiedorek
Nearly two million Poles have access to a TV but do not watch television. For radio, the analogous group amounts to 8% of radio owners. Two-thirds of Poles reach for printed press, even occasionally, while the number of mobile internet users exceeds desktop users by nearly three million.
Artificial Intelligence and Digital Skills. The Future of the Job Market is Here
KFi
The world faces the challenge of digital transformation, and technological skills have become a gateway to career success. How do Europeans evaluate their abilities, and which industries are leading the way? A recent report by Pracuj.pl reveals which skills open doors to better careers and why AI is the future of work.
Women in media 2025. Editorial power knows no equality
KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.
Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts
Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.
