Winning with Gen Z

How are Gen Z’s media needs changing?

7 years since 2CV last visited this topic, they’ve noticed some critical differences in what Gen Z is using media for.

So what has changed?

Connection with others and the wider world has become more important to them.

Why is this important?

Gen Z differs from previous generations in the way they use media. Personal expression is delivered through connection with others through media, and they want brands to enable this for them.

But this is just the start.

Gain full access to the webinar or white paper here.

Brands need to do more to meet Gen Z’s media needs.

Back in 2018, Gen Z were satisfied that media brands were helping them meet their top 5 needs. Fast forward to 2025 and this has fallen dramatically.

Some of the biggest declines relate to helping them connect with others; a need that has risen in importance for them.

Delivering meaningful connection opportunities is a key challenge.

Gen Z don’t give brands second chances.

Our new research, using the Ehrenberg-Bass model, shows they have smaller, highly selective media repertoires, and the battle for their attention is intense.
Brands need to earn their place by evolving fast and meeting their needs in the moments that matter.