menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Media Review image

24.03.2025 Media industry

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.
Poczytaj artykuł wydanie polskie w wydaniu polskim

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

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

Paid journalistic content. Market trends and forecasts by Reuters Institute

Krzysztof Fiedorek
Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.

Gen Alpha avoids tough topics. What young people are really looking for

Krzysztof Fiedorek
Generation Alpha prefers humor in 46% of cases, while only 12% are interested in news and political topics. Young people and children consciously limit what negatively affects their emotions - according to the report "Gen Alpha Unfiltered" published by GWI.

YouTube redefines viewer engagement. Goodbye to returning viewers

KFi
As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.


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.

Deepfake Blurs Truth and Falsehood. Human Perception Research

KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.

Digital Newspapers in Poland

Bartłomiej Dwornik
The three largest distributors of digital press editions in Poland sell around 270,000 e-magazine copies monthly, according to Money.pl analysis. Digital press is mostly read by experienced internet users, managers, and emigrants.

YouTube vs. Television. The 50+ Generation Shifts to Computers

Krzysztof Fiedorek
For years, so-called "silvers" were primarily associated with traditional media like television. However, research by IQS for SilverTV and Lifetube shows that this view is outdated. The report’s findings clearly demonstrate that YouTube is becoming the new “television.”

More in the section: Media industry

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Flying Tiger




community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.



Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25