{"id":4268771,"date":"2023-12-06T17:53:57","date_gmt":"2023-12-06T15:53:57","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/attention-brands-gen-z-is-more-nuanced-than-you-think\/"},"modified":"2025-12-08T13:36:58","modified_gmt":"2025-12-08T11:36:58","slug":"attention-brands-gen-z-is-more-nuanced-than-you-think","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/attention-brands-gen-z-is-more-nuanced-than-you-think\/","title":{"rendered":"Attention brands: Gen Z is more nuanced than you think"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tAttention brands: Gen Z is more nuanced than you think\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tJessica White\t\t
\n\t\tVP Creative & Media\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t6 December 2023\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\n\t\tIn 2024, brands will need to continue their push to connect with the unique Gen Z audience on the platforms they prefer\u2014TikTok, Instagram, and Snapchat\u2014and make sure they are taking into account just how nuanced and authentic this generation is.\u00a0

To help inform marketers\u2019 Gen Z strategies, we decided to go straight to the source. We asked nearly 3,000 members of this one-of-a-kind generation how they feel about their portrayal in the media, what it means to be labeled as the generation that will \u201csave the world,\u201d how they approach interactions with brands, and what their social media habits look like.

Here’s what we found.\t<\/p><\/div>\n\n\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\n
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\n\t\t\n\t\tPortrayal in the media\t<\/h2>\n\t\t\t\t\t
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\n\t\tSixty-eight percent of people we surveyed feel they are very accurately or somewhat accurately portrayed by the media. However, 52% feel the media portrays them more negatively, while 28% feel their portrayal is balanced.\u00a0

Interestingly, 67% believe the media accurately or somewhat accurately represents diversity within Gen Z, including factors like ethnicity, gender, and socioeconomic backgrounds. Thirty-seven percent feel indifferent about being labeled as the generation that will \u201csave the world,\u201d while 27% feel proud and motivated and another 27% feel stressed and scared. Ten percent went on to call it an unfair burden of their generation.\u00a0\t<\/p><\/div><\/div>\n\n
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\n\t\tWhen asked about how they would like to be portrayed in the media, 50% said as regular individuals with diverse interests, while 33% said a combination of that plus change-makers and innovators.\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t