Gen Z consumers hate ads but new research reveals insights into the nuances of what it means to earn their attention and what turns them away.
The inaugural I Hate Ads Report examined 1000 responses from Australians aged 14 to 29 about how they engage with, interpret, and respond to certain types of brand messages in an everywhere and always-on environment.
The research, by Student Edge’s full-service research arm YouthInsight and creative agency WeAreDifferent, reveals four key themes: Gen Z hate bad ads ones, young people are rejecting brand messaging that feels forced or artificial, influencers and content creators’ opinions carry weight, cost-of-living is impacting brand love.
According to the report, despite being in constant exposure to content 81% of Gen Z’s say they hate ads and 60% find them intrusive, while 28% want fewer ads overall. The report noted that “it’s not the presence of branded content that’s leading to hate, rather the type of content they’re being served.”
Gen Z’s also have a preference to authentic brand messaging with 40% agreeing that over-polished ads make them trust a brand less. The report said content that feels authentic (56%), teaches something new (50%) and/or shows the ‘behind the scenes’ of a brand (36%) is enjoyed by Gen Z.
Young people also look to content creators (41%), influencers (28%) and media outlets (25%) as their most trusted sources. But the report noted that numbers shift slightly when looking at influence over purchase intent with media outlets (35%), AI (26%) and influencers (14%) driving intent in that order.
Cost of living is also having a big impact on Gen Z’s relationships with brands with 45% saying they want more discounts in the future.
Beyond the financial, young people want more useful information (33%), more creative content (34%) and more funny content (30%). The report recommended brands remain cost-conscious while offering content that informs, entertains and inspires. It also added that brands should be more connected to the world young people live in, the type of content they engage with, and the opinion leaders they follow.
Dr Hande Akman, YouthInsight Research Director, said: “It’s never been harder to capture the attention of young people. Today’s consumer exists in a fast-paced, fragmented and ever evolving media landscape.
“They expect more from brands, and the advertising landscape has never been more saturated. Yet despite this change, often the ways in which brands engage with the next generation feels like it’s from a bygone era.
Akman added: “We see this report as a rallying cry for the industry, hoping it will help brands build more meaningful connections with young people by listening, questioning assumptions, and understanding what really matters to the next generation.”