The generation everyone talks about is the one we understand the least.
In 2021, System1 released Feeling Seen, a groundbreaking study on how to make advertising resonate with underrepresented groups including women, ethnic minorities, LGBT communities, and over-55s. At the time, exploring a whole generation felt too broad. Generations were seen as mass audiences, not defined by shared culture or identity in the way other groups were.
But Gen Z changed everything. Raised in a world shaped by social media and digital culture, they consume, connect, and express themselves in ways no other generation has. The industry became obsessed with them. But are brands actually connecting?
Using our Test Your Ad platform, we tested 1,000 ads in the UK and US with 150,000 consumers. The results were clear and surprising:
- Gen Z appears in ads more than any other group
- Yet they connect the least, especially young men
- Most surprising of all, this hyper-digital generation is craving human connection and authenticity, and they are pushing back against AI and anything that feels synthetic or manufactured
Launching in October, Seeing Gen Z reveals what it really takes to reach the generation every brand wants to captivate. With over 50 campaigns tested among 7,500 Gen Z consumers, we uncover the entertainment, media, and moral cues that finally break through.
Register now to be among the first to access the full report.