Dentsu Unveils The Gen Z Effect: Shaping the Year of Impact

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New Thought Leadership Explores 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

“Gen Z isn’t just navigating the media landscape, they’re rewriting the rules,” said Nate Nicely, Global Chief Marketing Officer, Media, dentsu. “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.

Download your copy today and start shaping conversations that count.

For more information on dentsu, its agencies or its global media capabilities, please visit dentsu.com. For more information on Imagen Insights, please visit imageninsights.com