The report found that 40.2% of Gen Z said they are likely to purchase a product from an influencer’s sponsored post, but veer away from ads that jump on viral trends.

Ken Willner, Chief Growth Officer at TextNow says: “Gen Z is very particular about how advertising influences their purchasing decisions. Our study found that brands that emphasize authenticity and transparency are the ones that connect with Gen Z and earn their engagement and loyalty.

“For marketers hoping to work with influencers, they need to do their research. Gen Z gravitates towards campaigns that are authentic and incorporate relevant social topics like mental health, racial equality, and sustainability, so brands should look to partner with public figures who have genuine ties to these causes.”

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