We wanted to dig deeper into how these trends will play out for Gen Z. We partnered with Imagen Insights, a research company specialized in Gen Z qualitative insights, to directly ask Gen Z about our trends. We captured their insights and what they mean for brands in this addendum report.


What do generative AI, monetized tech platforms and integrity economics have in common?

After publishing The Pace of Progress, dentsu’s 2024 media trends report, we wanted to dig deeper into how these trends will play out for Gen Z in our new report - The Pace of Progress : Gen Z Edition.

01 / What Gen Z say about: Generative AI Taking Centre Stage

While Gen Z recognize the technological prowess of generative AI applications, they also have reservations about what it means for creators, privacy and human relations.

02 / What Gen Z say about: The Race to Monetization

Gen Z have grown up with these platforms and are torn between the convenience of accessing this abundance of content and services and the tradeoffs they represent in terms of attention and personal information.

03 / What Gen Z say about: Integrity Economics

Gen Z, one of the most diverse generations yet who grew up in a digital world and amid the climate emergency since their childhood, are in a unique position to act as agents of change.

Download the full report to uncover the key trends