The Gen Z Effect: How Young People Are Transforming the Media Landscape in 2025
Gen Z isn’t just the future — they’re already shaping the present. From influencing how brands communicate to driving technological innovation and reshaping the media landscape, Gen Z is at the forefront of change. This Dentsu study highlights the key trends that define Gen Z’s impact on media in 2025:
Key points:
🎯 Power in the Niche
74% of Gen Z value brands that engage with topics and communities that matter to them. Authenticity and cultural awareness are essential. Brands must show they care about the same environmental and social issues as their audience.
🛒 Digital Shopping as a Lifestyle
79% of Gen Z shop online at least once a month. E-commerce isn’t just convenient — it’s a way of life. They expect fast, seamless, and personalized experiences.
📺 Streaming > Traditional TV
Most Gen Zers prefer streaming platforms over traditional television. On-demand content and flexibility are key. This shift is rewriting the rules of advertising — brands need to be present where the audience chooses to be.
🤖 Algorithms Shape the Future
By 2027, it’s predicted that 79% of all ad spend will be algorithm-driven. Brands must learn to thrive in a world where visibility is determined by algorithms.
🧠 AI as a Daily Companion
Gen Z uses generative AI more than twice as often as Gen X. They rely on it for creative inspiration, learning, and everyday tasks.
🤝 Gen Z + AI = Future Collaboration
AI is expected to impact 60% of jobs in developed economies. Gen Z will lead the way in finding a balance between technology and humanity.
Gen Z is rewriting the rules.
To stay relevant, brands must listen, adapt, and deliver real value to this generation.
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