In a time when advertisements constantly surround us, one would expect that people are becoming increasingly intolerant of commercial messages. However, recent research from Forrester shows that younger generations, such as Gen Z and millennials, are actually becoming better at navigating advertising in their digital environment. But greater acceptance does not automatically equate to greater trust, which remains a significant challenge for brands.
Young people tolerate more advertisements.
The research shows that no less than 34% of Gen Z and millennials tolerate advertisements while streaming on their smartphones. This percentage is nearly twice as high as that of older generations, where only 19% indicate they accept these ads. Advertisements are also more frequently accepted by the younger audience in mobile apps and games.
Notably, almost half of these younger consumers pay attention to sponsored content from influencers, while this is significantly lower among older generations. This indicates that young people, who have grown up in a digital age, are becoming increasingly accustomed to the constant flow of advertising messages. However, this greater tolerance does not translate into increased trust: only 22% of young people trust advertisements on social media. Among older generations, this percentage is even lower, indicating that trust in advertising continues to decline.
Changes in media consumption
The way younger generations consume media has a significant impact on their interaction with advertisements. Gen Z and millennials spend an average of 7.3 hours per week on social media, which has led to the emergence of new advertising models. One example is TikTok's 'For You' feed, where ads are presented as organically as possible, making them almost indistinguishable from regular content. Platforms like Instagram and YouTube have also implemented similar strategies, leading consumers to become increasingly accustomed to seeing advertisements.
Despite this growing acceptance, it remains important for brands to not only be visible but also to earn consumer trust. Influencers play a crucial role in this regard. Their authentic and personal approach often results in sponsored content being received better than traditional advertisements. Yet, the challenge remains: how can you capture consumers' attention without them ignoring your ad?
Building trust remains essential
Although young people are increasingly tolerant of advertisements, research shows that trust remains the biggest challenge for brands. Visibility alone is not enough. Consumers are critical and expect content that is authentic, relevant, and relatable. Brands that succeed in this can build a sustainable relationship with their target audience. Building trust with younger generations requires a strategic approach in which authentic content and influencer marketing are central. Only in this way can brands differentiate themselves in a world full of advertisements, where trust is scarce.