How Gen Z Is Rewriting the Rules of Media and Marketing

In a constantly evolving digital ecosystem, generation z (gen z) is setting the pace with new expectations around content consumption, advertising, and brand interaction. ‘The Gen Z Effect: Shaping the Year of Impact,’ a comprehensive analysis conducted by dentsu, explores the trends that will reshape the media and marketing industries in 2025. Drawing on data and insights from gen z experts, the study reveals how brands can more effectively connect with this audience.

Artificial intelligence (AI) has revolutionised how consumers interact with media and brands. The report highlights that gen z is more than twice as likely as gen x to use generative AI, making them a key driver in the evolution of advertising. However, trust remains a determining factor: while 43% of younger U.S. consumers are willing to share their data in exchange for personalised experiences, they will only do so if they perceive the brand as trustworthy.

“Artificial intelligence should be seen as a tool that optimises processes without sacrificing emotional connection with the audience,” said Iván Quimbar, strategic integrator at dentsu. “We can use it to save time and budget, but those savings must be reinvested in better understanding users and creating content that truly adds value.”

Personalisation also faces the challenge of authenticity. The report indicates that 81% of consumers expect brands to surprise and delight them, but if ads fail to reflect the company’s values or feel intrusive, they can backfire. A good example is the growing use of learning platforms, which have successfully integrated AI organically into their engagement strategies with younger generations.

Video consumption remains the dominant format among digital natives. However, linear TV has lost its relevance: 75% of gen z don’t watch live TV daily; instead, connected TV (CTV) and streaming platforms now dominate. Some streaming companies have doubled down on live sports, securing partnerships with leagues to broadcast events in real time.

Subscription models are also evolving. The dentsu report notes that Prime Video has added ads by default, generating an additional 50 billion impressions in 2024—opening new opportunities for advertisers targeting segmented audiences in this space.

Young audiences are also driving unprecedented demand for greater inclusion and diversity in advertising. More than 79% of gen z prefer brands that reflect real-world diversity, representing an opportunity for companies to connect authentically with their audience. Beauty brands have led this shift by prioritising representation in both their campaigns and products.

“This generation grew up online and spots everything, from forced ads to opportunistic messaging,” warned Iván. “That’s why it’s essential for brands not only to talk about inclusion or sustainability but to demonstrate them through consistent, genuine action.”

From a consumer brand perspective, this challenge has also become an opportunity for reinvention. New generations demand even greater authenticity from the brands they engage with. These users are highly sensitive to messaging and can quickly detect when it doesn’t resonate with their values, so companies must invest in actions that genuinely align with their identity and purpose.

“At HEINEKEN Mexico, we know that connecting with gen z requires more than speaking to them—it’s about sharing their language and values. With brands like Indio, a symbol of Mexican identity and tradition that has left a lasting mark across generations, we’re betting on authentic creativity that celebrates local pride and cultural diversity. This campaign not only honours the heart of Mexican urban culture but also seeks to inspire new generations to express themselves authentically—like a Warrior Soul would,” said Sergio García de León, media manager Portfolio at HEINEKEN Mexico.

Brands must also pay attention to how they communicate and what tone they use. “Gen z has its own language. If a brand tries to imitate it without fully understanding it, it risks sounding forced—or worse, out of place,” adds Iván. “It’s not about copying their codes, but about being authentic and respectful toward their language and culture.”

Digital equity is also becoming a key challenge. While most young people in the US own a smartphone, in India the rate is 13 times lower, revealing a technological gap that limits access to digital opportunities. The report stresses the urgency for governments and companies to collaborate in closing this divide and ensuring innovation is accessible to everyone.

Digital commerce and retail media are experiencing explosive growth. According to ‘The Gen Z Effect: Shaping the Year of Impact,’ global retail media investment has grown by 28.9%, with giants like Amazon and Walmart consolidating their dominance in the sector. At the same time, platforms like TikTok Shop have enabled more than 15 million sellers worldwide to capitalise on social commerce.

However, the report also warns of advertising fatigue on social networks. Gen z is showing signs of burnout due to ad saturation on digital platforms. “I go to social media to be entertained, not to shop,” many users stated in the study. This finding underscores the importance of more integrated, less intrusive advertising strategies.

“The best campaigns I’ve seen are the ones where users say, ‘I watched an ad and didn’t even realise it,’” concluded Iván. “That’s the kind of connection brands should aim for—genuine, contextual, and non-disruptive.”

Finally, Paola Máximo emphasised a key reflection for brands, “It’s not about waiting for the perfect moment or following others’ steps. The brands that dare to experiment, learn along the way, and adapt with agility are the ones that build real relevance and connect authentically with new generations. In a world changing at the speed of data, courage and informed action are the true competitive advantages.”

‘The Gen Z Effect’ confirms that these young consumers are not just a market segment but the driving force redefining the rules of digital marketing. Brands that embrace strategies grounded in trust, inclusion, and emerging technology will hold the competitive edge in the years ahead.