Report: Keep It Real - Gen Z & Authentic Representation in Advertising
While it’s no secret that representation is important to Gen Z, what matters more to them is that it’s done authentically.
With 53% of Gen Z claiming they've stopped supporting a brand due to the way they handled representation, there's a lot more at stake for brands than just the loss of a sale.
Looking to understand what good representation truly means to Gen Z, we surveyed our Generation Wattpad youth panel to get their perspective on the state of advertising today, what kind of representation they want to see more of and what brands can do to ensure the representation they include in their marketing and advertising is authentic in the eyes of Gen Z.
Download the report below: