As the media landscape continues to evolve at pace, Gen Z remains one of the most influential forces shaping it. From shoppable feeds to creator-led storytelling and algorithm-driven discovery, their behaviors and expectations are redefining how brands show up – and what it means to feel truly authentic.
To bring this perspective to life, dentsu once again teamed up with Imagen Insights, experts in qualitative Gen Z research, to co-create The Gen Z Effect: Shaping the Year of Impact, a companion piece to dentsu’s 2025 Media Trends report.
But we didn’t stop at insights. We invited a panel of Gen Z voices to join us live on LinkedIn for an unfiltered conversation about what’s resonating right now – and what’s not. Hosted by dentsu and featuring voices from Carlsberg and Imagen Insights, the panel unpacked how this generation navigates platforms, how they expect brands to behave, and what it really means to feel seen.
Among the big takeaways:
- Context is key: clever ad placements, like pause ads on CTV, feel welcome, while generic or intrusive formats risk rejection.
- Humor and cultural alignment matter more than polish.
- Community-driven storytelling and real-time reaction moments, like viral sports clips, offer rich territory for meaningful connection.
At iProspect, we know that Gen Z aren’t just consumers, they’re curators, creators, and copilots of the media experience. And if brands want to keep up, they’ll need to embrace this new kind of collaboration. Our superpower is crafting bold, personalized stories, redefining influence, and uncovering what drives media behaviors. We accelerate client growth that shapes the future.
Watch the full LinkedIn Live replay and explore The Gen Z Effect: Shaping the Year of Impact to see how your brand can stay ahead of the curve.
