Dentsu unveils thought leadership report exploring how Gen Z is transforming the media landscape

Dentsu has launched its latest thought leadership report, The Gen Z Effect: Shaping the Year of Impact, a bold exploration of how Gen Z is redefining content creation, consumption, and connection in today’s fast-evolving media landscape.

Drawing on exclusive data and insights from dentsu’s 2025 Media Trends report, this special edition takes a deep dive into the trends reshaping the future of media.

Built with perspectives from dentsu’s own Gen Z experts and insights from Imagen Insights, a qualitative research company specializing in delivering what consumers are thinking – fast. Imagen provides qualitative insights in minutes to inform branding, marketing, and strategy, offering a compelling mix of voices shaping tomorrow’s media conversations.

Key topics include

The rise of AI-powered content and algorithmic planning.

The surge of niche communities and their growing influence.

The power of micro-moments and the real-world impact of connected TV.

Key stats include:

75% of Gen Zs do not watch live TV daily

By 2027, 79% of all ad spend will be driven by algorithms

More than any other age group, Gen Zs want to see more representation in advertising

40% of US Gen Z’s look for reviews from online influencers

Nate Nicely, Global Chief Marketing Officer, Media, dentsu: “Gen Z isn’t just navigating the media landscape, they’re rewriting the rules. In talking to both Gen Z consumers and digital experts this report challenges brands and marketers to connect with a generation that is driving cultural and technological change.”

The Gen Z Effect is essential reading for businesses looking to understand and engage with this influential generation in ways that resonate.

The full copy can be accessed here

www.dentsu.com

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