Gen Z isn’t waiting for media to catch up—they want in. They’re not just watching from the sidelines; they expect to shape the stories being told. Teens are 7.5 times more likely to agree than disagree that brands and creators should consult them in the creative process. That’s not a request—it’s a demand for authenticity.

You’ve seen it before: brands trying to capture Gen Z’s vibe and missing by a mile. It happens when companies guess instead of listen. Gen Z values accuracy, representation, and “being real,” and they know when content doesn’t reflect their experiences. Their participation is the fastest way to avoid embarrassing stereotypes and build something that actually resonates.

Ignoring this trend is a mistake. Brands that bring Gen Z into the creative process will craft campaigns with more impact and cultural relevance. If you want their attention, give them a voice.

This data comes from the recent UCLA study on Gen Z.

Teens Want a Seat at the Creative Table

Gen Z isn’t shy about saying they can improve media. They’re 7.5 times more likely to agree than disagree that consulting them leads to better campaigns. And let’s be honest, they have a point.

They don’t want outdated assumptions about their lives thrown back at them in ads. They want to see their reality—the way they talk, the way they interact, and what actually matters to them. When brands get it wrong, it’s not just a miss; it’s meme-worthy. But when they get it right? It builds trust and credibility that money can’t buy.

Representation Starts with Consultation

Gen Z’s call for involvement is about more than feedback. It’s about shifting media to better reflect their world. They expect content to mirror their diverse experiences—their cultures, identities, and values.

They’ve had enough of the generic, copy-paste approach to marketing. They want stories that feel true not forced. They reject outdated stereotypes, and they reward brands that listen. The bottom line? If your content doesn’t reflect them, they’re tuning out.

Brand Implication

If you want Gen Z’s trust, collaborate with them. Use focus groups, advisory panels, and co-creation initiatives, or dive into social listening and cultural intelligence. Don’t assume—ask.

When you engage Gen Z in the creative process, you don’t just avoid cringe-worthy messaging. You build trust. You create stories that feel natural, not scripted. You make campaigns that don’t just grab attention but actually hold it. And in a crowded market, that’s the edge you need.

Final Analysis

Gen Z isn’t asking for a voice in media creation—they’re taking it. Their demand for authenticity and representation is reshaping how brands connect with audiences. And it’s about time.

This isn’t just about inclusion—it’s about smart marketing. The brands that embrace Gen Z’s insights aren’t just seen as “cool”; they’re seen as relevant. And that relevance translates to loyalty, engagement, and long-term success.

The takeaway is clear: co-creating with Gen Z isn’t just a strategy. It’s the smartest move you can make.