Generation Z 'see traditional ads as just a wall of noise'

Targeting Gen Z consumers with traditional advertising is simply a waste of money, with 99% of this age group hitting “skip” on an ad if it is an option and nearly two-thirds (63%) using ad blockers to avoid online messages.

That is the stark conclusion of a new report, entitled “Ad blockers and advocacy: Why Gen Z is blocking paid ads in favour of real voices”, by digital consumer research firm Bulbshare, which gathers insights from thousands of consumers around the world.

The study claims their hatred of ads comes from the fact they feel overwhelmed by the number of commercials they see daily, with nearly three-quarters (74%) feeling bombarded.

The same percentage feel irritated with ads and the incursions they place on their time. One in four, meanwhile, find advertising extremely intrusive, while one in two believe it is somewhat disruptive.

Bulbshare founder and CEO Matt Hay said: “The best advertising has always been disruptive. It should be difficult to ignore. But today’s brands face the very real danger of being part of an indistinct but annoying wall of noise.”

Over the past decade, brands have increasingly supplemented their traditional advertising efforts with influencer marketing, but consumers are becoming more distrustful of the relationships between big brands and high-profile figures.

Bulbshare’s research shows that 84% of Gen Z consumers have lost faith in influencers. They are, unsurprisingly, more inclined to make purchases based on authentic recommendations. In fact, 86% would be more inclined to buy a product recommended by a friend than a paid influencer.

Hay added: “This desire for authenticity makes it imperative that brands not only have products worth recommending but that they cultivate communities where authentic recommendations can take place.

“In fact, there’s real hunger for this among Gen Z consumers. Some three quarters would promote a product they genuinely care about online. Moreover, 88% are enthusiastic about collaborating with brands, and 76% said they enjoy reviewing products.

“In a world where consumers trust real opinions over those promoted via an ad, it makes much more sense to allow consumers to be authentic advocates for a product or brand than to spend money on an ad that will, at best, be ignored and cause active resentment at worst.”