Gen Z is avoiding advertising at any cost

Duncan is an award-winning editor with over 20 years of experience in journalism. Since beginning her technology journalism career as editor of Arabian Computer News in Dubai, she has edited an array of technology and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.


Any company that wants to target Z consumers (who were born between 1997 and 2012) should not even bother with traditional advertising.

This is a sharp search from a new report published by the digital consumer research firm, Bulbshare, which gathers insights from thousands of consumers around the world.

Entitled ‘Ad Blocker and Advocacy: Why General Z is Blocking Paid Ads for Real Voice’, the report found that 99% of this generation of consumers ‘avoid’ an ad if it is an option and about two-thirds (63%). Uses ad blockers to avoid online advertising.

Their willingness to do so stems from the fact that they are overwhelmed by the amount of advertising they see each day. The report shows that about three-quarters (74%) of consumers experience bombardment with advertising. The same percentage they feel annoyed with the ads and intrusions made in their time. Meanwhile, one in four find the ad highly intrusive, while one in two believe it is somewhat disruptive.

“The best advertising has always been interrupted,” said Matt Hay, founder and CEO of Bulbshare. “It should be hard to ignore. But today’s brands are in real danger of being part of a wall of vague but annoying words.”

Over the past decade or so, brands have increasingly supplemented their traditional advertising efforts with effective marketing. But consumers are becoming more skeptical about the relationship between big brands and high-profile statistics.

Bulbshare’s research shows that 84% of Gen Z consumers have lost faith in influential people. They are, surprisingly, more inclined to shop based on authentic recommendations. In fact, 86% would be more inclined to buy a product offered by a friend than a paying influencer.

“This desire for authenticity makes it essential that brands not only have products to recommend but they will cultivate communities where genuine recommendations can be made,” Haye said. “In fact, General Z consumers have a real hunger for it. About three-quarters (74%) will promote a product that they really care about online. In addition, 88% are enthusiastic about collaborating with brands, and 76% say they enjoy product reviews.

“In a world where 81% of consumers believe the real opinion of an ad advertiser, allowing consumers to be an authentic advocate for a product or brand is far more understandable than spending money on an ad that will be ignored at best and cause the worst active annoyance.” Will. “

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Tags: Advertising, General Z

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