Gen Z isn’t happy – can brands help with meaningful marketing?
With recent research revealing that the young are facing rising levels of angst, Rachel Cunliffe, Research and Insights Account Director at Mindshare, explores how adland can respond by showing up in more connected, culturally relevant ways.
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For brands, today can seem like a challenging environment in which to connect with the youth, especially when we see headlines about 22-year-olds today reportedly being-more unhappy than their parents. But this stat doesn’t tell the whole story.
Gen Z’s outlook is shaped by a global environment that continues to evolve – yet their mental state also reflects how emotionally engaged this generation truly is, with 70 per cent of Gen Z claiming involvement with social or political causes.
Audiences feel bombarded by irrelevant, intrusive, and overly sales-driven ads.
This level of engagement isn't a problem; it's an opportunity. For brands, it signals a chance to connect with young audiences in ways that are deeper, more meaningful, and aligned with their values. But to do so, we need to stop treating them as just a demographic and instead speak directly to their mindset.
Above: Calm and Spotify collaborated on easy access meditations that maximise the chill factor.
Today’s media ecosystem offers unprecedented access to audience data, driving marketers toward ever-tighter targeting. Yet this approach can backfire, creating distance between brands and the people they want to reach. Audiences feel bombarded by irrelevant, intrusive, and overly sales-driven ads. Traditional media planning, focused on demographics and reach, exacerbates this, prioritising exposure over meaningful connection. We're missing the mark.
Effectively harnessing these vast datasets means moving beyond optimising blunt targeting. We must unlock the values and motivations driving young people today to help brands connect with this engaged generation with more relevancy.
For brands, the opportunity lies in shifting focus from chasing audiences to meeting them in the moments that matter.
So what does matter to consumers today? A WPP Media survey of 4,000 UK consumers identified 16 key mindsets that influence the way in which consumers engage with media. Among 16 to 34 year olds, the most dominant mindsets were finding comfort (39 per cent), improving mood (39 per cent) and de-stressing (37 per cent). The task for brands is delivering content to these consumers that is tailored to these mindsets.
For example, individuals seeking mood elevation often turn to self-care, gaming, or hobbies. For brands, this highlights concrete moments to meet audiences where they already are – whether by creating complementary content, sponsoring relevant experiences, or seamlessly integrating into their preferred channels and formats.
Above: Shower products advertising can reframe a routine event as a moment for pampering and self-care.
Dove marketing helped uses associate products with ‘me time’. Tapping into this meant framing the shower not merely as a functional space, but as a moment for sanctuary – a consumer’s quiet, personal space, primed for comfort. By aligning product messaging with that mindset, Dove transformed an everyday routine into an emotionally resonant moment. Understanding consumers’ mindsets doesn’t just inform what content is delivered but how it’s delivered.
Unsurprisingly, those seeking relaxation prefer background content requiring minimal engagement. For instance, Calm’s partnership with Spotify places its sleep stories and guided meditations in low-effort, background-friendly formats, allowing users to drift in and out without active concentration.
For brands, the opportunity lies in shifting focus from chasing audiences to meeting them in the moments that matter.
Conversely, those in the mindset to "be informed" (identified by 35 per cent of 16-34 year-olds as a top daily mindset) desire more focused engagement with content. The Economist’s Espresso daily news app is designed with this in mind. With short, focused, and factual reading sessions, it incorporates bite-sized, morning briefing-style content that suits younger consumers’ mobile-driven lives and caters to those wanting purposeful content.
For brands, the opportunity lies in shifting focus from chasing audiences to meeting them in the moments that matter. Understanding mindsets like comfort, mood-boosting, or the need to be informed creates effective campaigns that align with how young people actually feel and engage with the world.
In an era where 22-year-olds may feel gloomy, the brands that will cut through are those that recognise this reality, respond authentically to it, and create media experiences that resonate on a deeper level. Connection, not just communication, will define the next generation of brand success.
