The media habits of Gen Z: Internet skeptics search for trusted voices

When it comes to news sources and issues of trust, the first generation to grow up with the internet – Gen Z – continues to be skeptical of the information they see online.

There’s an art – and some science – to understanding what makes Gen-Z tick. Being able to pinpoint their likes, loves – and loathes – is key to securing the future for brands. That’s why it’s important to stay in touch with Gen-Z’s ever-changing thinking and worldview as brands look to build lasting relationships and loyalty, which goes some way to explain why we continually test, probe, question, and challenge this important audience to understand their worldview, how it shapes their thinking, and the impact this might have on their relationship with brands.

After all, bad data leads to...

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