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
Who trusts articles written by artificial intelligence? Results of a study from China
Krzysztof Fiedorek
Young readers trust machines more than human writers. When they consume news, they prefer the cool objectivity of algorithms over human emotions. They believe that articles created by AI are objective. As they interact with these texts more frequently, they rarely notice any harmful biases in them.
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
See articles on a similar topic:
Mass Media in Poland
Agnieszka Osińska
Into the decade of years 90. Poland entered with media national, subjected to the political control. Starting from the half of 1989 our media market underwent transformations, biggest probably from the time of the World War II.
Equality and Diversity in Media: European Broadcasting Union Report
KFi
European public media are increasingly focusing on diversity, equality, and inclusion (DEI) as the foundation of their operations. Public broadcasters in Europe are implementing diversity strategies - both in content and within their teams. The findings from the report are clear: although progress is visible, many challenges remain.
Greenwashing storms media in Poland. Business feel the impact too
BDw
A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.
"No One Should Know the Truth" [DOCUMENTARY FILM]
BARD
According to the Belarusian Association of Journalists, around 554 journalist detentions occurred in Belarus between August 2020 and July 2023. Criminal charges were brought against 73 media workers, and 33 of them remain in prison to this day.
