2025年数字原住民的影响力：Z世代重塑媒体生态研究报告

The Gen Z Effect: Shaping the Year of Impact

© 2025 dentsu | all rights reserved

This report explores how Gen Z is reshaping media and advertising in 2025, emphasizing their role as both consumers and creators. Key trends include the integration of generative AI into daily life, the shift toward algorithmic planning, and the growing importance of niche communities and real-time engagement.

Gen Z views AI as a transformative tool, using it for personalization, productivity, and social interactions. For example, AI aids in travel experiences through photo editing and language translation, while enhancing work efficiency via content creation and data analysis. However, concerns about AI-generated content authenticity and environmental impacts persist. The report highlights that 43% of US Gen Z is comfortable with data-driven personalization, but trust remains critical—brands must align AI strategies with genuine user interests.

The "augmented media toolkit" reflects a blended approach, combining AI's analytical power with human creativity. Tools like dentsu’s Pulse dashboard analyze data to optimize campaigns, yet critics argue AI lacks the anecdotal nuance vital to advertising. Balancing technology and intuition is crucial, as AI enhances efficiency but cannot replace the emotional resonance of human insights.

"Micro-moments" and algorithmic planning are central to Gen Z's media consumption. With 81% of consumers seeking brand surprise and delight, marketers must focus on tailored, context-aware content. Platforms like TikTok and Instagram use algorithms to personalize feeds, but Gen Z resists overt advertising, preferring organic engagement. By 2027, 79% of ad spend is projected to rely on algorithms, forcing brands to adapt strategies for precise targeting and real-time optimization.

Retail media is expanding, driven by data integration and e-commerce growth. Companies like Amazon and Walmart are leveraging AI to improve ad targeting and user experience, while partnerships with platforms such as TikTok and Spotify create new opportunities for brands. However, challenges like fragmented markets and rising costs persist, with Gen Z increasingly skeptical of intrusive social media ads.

The "better supply chain" initiative centers on sustainability and transparency. Brands are adopting metrics to measure both performance and environmental impact, with 36% of UK Gen Z demanding greater diversity in advertising. Campaigns like Fenty Beauty highlight the importance of inclusive representation, while programmatic buying promises more efficient ad strategies.

"Partnerships in sports" illustrate the need for authenticity in brand collaborations. Successful examples, such as Red Bull’s alignment with Formula One, show value lies in shared values and excitement. Conversely, superficial partnerships risk devaluing brands, underscoring the importance of meaningful engagement.

The "unevenly distributed" challenge highlights the digital divide. While Gen Z in developed regions benefits from AI and connectivity, access remains limited in lower-income areas. This disparity affects opportunities for content creation and education, prompting calls for affordable technology and localized solutions.

Overall, Gen Z’s influence drives media innovation, urging brands to prioritize trust, authenticity, and inclusivity. Their ability to navigate algorithmic ecosystems while seeking genuine connections defines the future of marketing and advertising.

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About dentsu
Dentsu, founded in 1901 and operating in 120+ countries, is a leader in integrated growth solutions, combining media, creative, and customer experience strategies. Its focus on ethical AI use, sustainable practices, and meaningful partnerships positions it at the forefront of evolving consumer expectations.

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References
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