Advertising Week brought in thousands of professionals and thought leaders, all eager to uncover the latest trends in marketing. But there was one message that came through loud and clear: Gen Z is not paying attention to your traditional advertising. They’re skipping commercials, scrolling past ads, and tuning out the typical brand outreach.
So, what now? If you’re trying to reach this elusive audience, here’s what you need to know. One of the most popular sessions during the event, “Gen Z Hates Your Ads (Here’s How to Reach Them Anyway),” featured a panel of experts offering actionable insights into what actually works.
Panel Speakers:
Carson Davis-Tinnell (POV Agency): Communications Strategist
Michael Vito Valentino (NowThis): Editor-In-Chief
Janina Santillan (Adore Me): Director of Brand and Social Media
Josh Glodoveza (Panel Agency): Co-Founder and COO
Key Takeaways:
1. Content Resonance: Authenticity is Everything
Gen Z isn’t fooled by polished, over-produced ads. They value real stories and authentic personalities over the glossy, perfect image that traditional advertising often promotes. Think about creating short-form, digestible, and bingeable content that feels organic and true to your brand’s values.
2. Creator Partnerships: Genuine Alignments Matter
Teaming up with content creators who genuinely align with your brand is essential for building authentic, sustainable relationships with Gen Z. They’re highly skeptical of influencer partnerships that feel forced, so it’s critical to work with creators who already love your product or service. Brands that successfully partner with creators will be able to tap into the trust and credibility these influencers have built with their audience.
3. Adapting to Trends: Be Quick or Miss Out
Gen Z moves fast. If you want to stay relevant, you need to be quick to adapt to cultural trends. Brands that rely on lengthy approval processes risk missing the moment. Speed and cultural relevance are key. The more agile your brand is, the better positioned you’ll be to capture Gen Z’s attention.
4. Authenticity Matters: Don’t Just Chase Trends
Chasing trends for the sake of staying relevant won’t work. Gen Z can smell inauthenticity from a mile away. If your brand doesn’t genuinely care about the causes or trends you’re attaching yourself to, this generation will tune you out. Instead, focus on collaborating with passionate influencers who are already advocates for your product.
5. Data Is Your Friend: Use It to Stay Ahead
Data can help brands predict trends before they explode. For example, cultural shifts like the rising popularity of the term “brat” offer brands the opportunity to jump into conversations at just the right time. By staying on top of the latest data and analyzing behavioral patterns, brands can create campaigns that are relevant and resonate with Gen Z.
6. Consumer Insights: Pay Attention to What Gen Z Is Doing
Understanding Gen Z’s interests—whether it’s their love for TikTok trends or obsession with romance novels—allows you to craft campaigns that feel personal and relevant. This generation craves content that feels like it was made specifically for them, so tune into their behaviors and meet them where they are.
7. Balancing Risk: Take Calculated Chances
The world of social media is unpredictable. Brands need to be comfortable with taking risks, but they also need to manage expectations. Clear communication with your partners and a balanced approach to risk-taking is essential for creating successful campaigns that resonate with Gen Z.
8. Get Ready for Gen Alpha: The Next Frontier
While the focus may be on Gen Z now, brands should prepare for Gen Alpha—a generation that will demand bold, immersive content. Augmented Reality (AR) and Virtual Reality (VR) will likely play a huge role in capturing this group’s attention in the future.
What We’ve Learned at Collective 5 Entertainment
At Collective 5 Entertainment, we’ve been addressing this challenge head-on. One thing that’s become clear is that the secret to engaging Gen Z is to entertain first and organically integrate your brand’s message. That’s why we specialize in creating mini TV shows for brands—whether it’s a rom-com, comedy, drama, reality TV, or even a murder mystery.
By making the content short-form, serialized, and story-driven, we captivate Gen Z’s attention. The key is to ensure the protagonist of the story is relatable to the demographic we’re trying to reach. From there, we seamlessly integrate the brand into the narrative, making it feel like a natural part of the story rather than an overt advertisement.
We also partner with a diverse range of filmmakers—from Oscar winners creating premium content to emerging Gen Z filmmakers who create lo-fi, selfie-style videos. This approach allows the content to feel both high-quality and authentic, a balance that resonates deeply with Gen Z.
The content then lives on the brand’s social media platforms and website, where it can be easily accessed and shared by audiences. It’s not about traditional advertising anymore. It’s about crafting stories that people actually want to watch. Contact us: Jeff@C5Entertainment.com for more information.
The Bottom Line
Gen Z has changed the game. If you’re still relying on traditional advertising methods, you’re likely being ignored. Instead, focus on creating authentic, story-driven content that resonates with this new generation. And remember, it’s not just about Gen Z—Gen Alpha is right around the corner, and they’ll be looking for even more immersive and engaging experiences. Brands need to adapt now or risk being left behind.
