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

Yvonne O'Brien

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands