
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 |
---|---|---|
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
Most medical influencer posts on TikTok are FALSE
KFi
Researchers from East Carolina University Health Medical Center analysed 120 TikTok videos tagged with hashtags such as #naturalparenting, #antivaccine, and #holistichealth. The results of their study leave no doubt.
Dead internet theory is a fact. Bots now outnumber people online
Krzysztof Fiedorek
Already 51% of global internet traffic is generated by bots, not people. As many as two-thirds of accounts on X are likely bots, and on review platforms, three out of ten reviews weren't written by a human. Do you feel something is off online? It's not paranoia. In 2025, it's a reality.
The most valuable female personal brands in Polish fashion. IMM report
KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.
See articles on a similar topic:
Social Media and Relationships. Interesting Research from Palestine
KFi
What does love look like in the digital age? Does technology bring people closer or push them apart? In an era where Facebook and Instagram replace dinner table conversations, social media has become a new space for marital relationships. Researchers from An-Najah National University examined how technology can build bonds but also sow uncertainty.
Fake News in Poland. Challenges in Assessing Information Credibility
RINF
One in four information consumers relies on sources where verifying credibility is a significant challenge. Fake news remains a major issue, as indicated by 77% of respondents, with 51% admitting they struggle to discern truth from falsehood, according to Deloitte's *Digital Consumer Trends 2021* report.
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.
Work in the media. We have more recruitment offers at Reporterzy.info [LINK]
AUTOPROMOCJA Reporterzy.info
Thanks to cooperation with the recruitment website Talent.com, the database of recruitment advertisements published in Reporterzy.info has been significantly enriched. We invite you to browse current job offers and internships in the media and advertising industry from the largest Polish cities.