Gen Z is the most visible generation in advertising today, appearing in 93% of U.S. ads and 78% of U.K. ads. But despite their presence on screen, their stories often lack depth and relevance. Current portrayals focus heavily on friendship, family, and sport, while critical topics like mental health, self-image, and financial pressure are rarely shown. This is not a case of underrepresentation, but of misrepresentation.
Seeing Gen Z: Closing the gap between visibility and authenticity
