Student Edge and YouthInsight are excited to launch our I Hate Ads Report 2025, in collaboration with We Are Different exploring how Gen Z’s consume and feel about brand advertising.
I Hate Ads Report 2025
Key areas covered.
Gen Z’s attitudes towards advertising, including their tolerance for branded content when it feels relevant, meaningful and not intrusive.
The shift toward authentic and less polished messaging, as young people increasingly value content that teaches something new or shows a behind-the-scenes perspective.
The influence of trusted opinion leaders, such as creators, influencers and media outlets, on shaping Gen Z’s perceptions of brands and their purhcasing decisions.
The expectations of brands in a cost-of-living environment, including the desire for discounts, practical information, creative content and humour which delivers real value.
What are Gen Z's paying attention to?
what they skip, what they enjoy and what holds their attention.