We are pleased to share our contribution to dentsu’s The Gen Z Effect: Shaping the Year of Impact, a special edition Media Trends report that examines the evolving media landscape through the perspective of Gen Z. This report brings together expert insights and first-hand accounts from those shaping the future of content consumption including our own Mariam Khan, Strategy Director, dentsu X.
In Mariam's article, she explores key insights into the trends transforming how brands engage with their audiences. To read the full report, click here.
In a world overflowing with content and endless scrolling, capturing audience attention and driving growth in 2025 will hinge on a higher quality programmatic supply chain that’s more sustainable, transparent, and trustworthy.
It all starts with understanding advertising outcomes better. Digital media can measure everything from sales boosts to carbon emissions, and new tech like eye tracking is helping brands gauge audience attention in various contexts. In fact, 86% of CMOs now see attention metrics as crucial for media performance.29
Brands also need to protect their programmatic ads from fraudulent and unsafe environments, using private marketplaces for transparency. On the flip side, overly strict keyword blocking can hurt engagement; many missed opportunities arise during high-profile events due to misguided safety concerns.
As sustainability takes center stage, companies are increasingly measuring and reducing carbon emissions from media operations, but are doing this within an increasingly complex, crowded, and fragmented technology landscape.30
With programmatic buying on the rise, the future looks promising for more effective and responsible advertising strategies.
36% of 18-24 year olds in the UK want to see more plus size models in advertising.31
“Thoughtful and intentional storytelling should be the foundation of modern advertising”
The Authenticity of Advertising
By Mariam Khan, Strategy Director, dentsu X
Age 27, United Kingdom
Advertising does more than promote products - it influences how people see the world. Because of this, brands have a responsibility to ensure their messaging reflects the broad range of experiences and perspectives that exist. When people recognize themselves in campaigns, they form stronger, more meaningful connections with brands.
One company excelling in this space is Fenty. Both Savage by Fenty and Fenty Beauty have set a new standard by showcasing a broad spectrum of individuals in their campaigns. They celebrate different body types, skin tones, and unique personal styles in a way that feels authentic, not performative. Consumers recognize this sincerity, and in turn, their loyalty and engagement deepen.
The rise of platforms like TikTok has further transformed the landscape. The creator economy has given individuals the space to share personal perspectives and cultural traditions, leading to greater awareness and curiosity. These digital spaces have fostered open conversations, allowing brands to engage with audiences in a more genuine way. Instead of reinforcing outdates norms., advertisers now have the chance to embrace fresh viewpoints that reflect the richness of human experiences.
Brands also have a critical opportunity when it comes to their partnerships and media investments. Seeking collaborations with a range of content creators and media platforms ensures that marketing campaigns resonate on a deeper level. This isn’t just about broadening reach – it's about telling richer, more relatable stories that connect with audiences in meaningful ways.
Ultimately, thoughtful and intentional storytelling should be the foundation of modern advertising. It's not about checking a box but about fostering an industry that values authenticity, relevance, and deeper engagement. When brands approach their messaging with care, they don’t just capture attention – they build lasting relationships.
Want to explore more insights? Read The Gen Z Effect: Shaping the Year of Impact here.
