Gen Z relies on social media for connection and creativity. It’s their digital playground, where authenticity thrives. But when traditional media tries to depict it, the result often misses the mark—sometimes embarrassingly so. This gap between lived experience and media representation is a major opportunity for brands to rethink digital storytelling.
Many campaigns rely on tired stereotypes that make Gen Z feel misrepresented or completely disconnected. Brands that take the time to research, engage, and collaborate with this audience can craft narratives that actually resonate.
This is data from the UCLA Gen Z research from 2024.
Social Media’s Unique Authenticity and Influence
Gen Z views social media as the most authentic platform for engagement. In fact, 31.1% rank it higher than streaming services (17.6%) or traditional TV (7.7%). They seek real, unfiltered content that mirrors their everyday experiences—one reason why BeReal exploded in popularity.
Yet, TV and film often fumble their portrayals of social media. A full 45.1% of Gen Z cringes at how it’s represented, calling out exaggerated, outdated, or completely inaccurate depictions. Worse, 59.9% of teens believe these portrayals actually shape how people interact online.
Platforms like YouTube (38.8%) and TikTok (36.3%) lead to authenticity. Their success proves that Gen Z values raw, relatable content over anything polished or scripted. The takeaway for brands? Ditch the stereotypes and align with the creators and platforms that Gen Z actually trusts.
Teens as Active Collaborators, Not Passive Consumers
Gen Z isn’t waiting for better media representation—they want to help fix it. They’re 7.5 times more likely to say content creators should consult them directly for accuracy.
They value honesty over perfection. They connect with real characters and genuine storytelling, not overly curated content. This creates a clear opportunity: brands that involve Gen Z in the creative process will build stronger, more credible campaigns. And that credibility extends beyond Gen Z—it resonates with a wider audience looking for authenticity in media.
Brand Implications
Brands can’t expect to create authentic social media narratives without input from Gen Z. Instead, they should:
- Co-create with Gen Z influencers, involve them in focus groups and listen to their perspectives.
- Use social listening, primary research, and cultural intelligence tools to understand what truly matters to this audience.
- Develop campaigns that reflect the complexity and nuance of social media rather than resorting to surface-level trends.
By investing in real, honest storytelling, brands can foster stronger connections and gain the trust of an audience that values transparency above all else.
Final Analysis
Gen Z’s frustration with outdated social media portrayals signals a major shift in media consumption. They want content that is relatable, inclusive, and reflective of real digital interactions. Brands that recognize this disconnect have an opportunity to bridge the gap—if they’re willing to listen.
Key themes like relatability, inclusivity, and meaningful connection highlight areas where brands can differentiate themselves. Outdated digital narratives create room for fresh, disruptive storytelling that resonates with this generation. And as media continues to shape real-world behaviors, brands have a responsibility to create content that feels real, not forced.
Brands that embrace Gen Z’s reality—rather than an outdated, awkward version of it—will stand out. The key is listening, adapting, and creating stories that align with their values.
