Why we have to see Gen Z more clearly

As part of Advertising Week New York, the 2025 Changemakers Conference centered around challenge, featuring an incredible line up of inspirational speakers who revealed how they turned challenges into opportunities which pushed them to reshape, reimagine and prove that marketers mean business. There’s a huge opportunity to win Gen Z’s trust and speak to their real issues but right now, we’re not meeting it. Like a lot of Gen X parents, watching Netflix’ Adolescence series changed how I thought about Gen Z. It raised the curtain on a generation facing issues and pressures I could hardly have imagined, and got me thinking: what on earth can brands do about this? That was at the back of my mind presenting System1’s new research, Seeing Gen Z, at AWNY.

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