Snapchat, in partnership with BBDO NY, has published a comprehensive Snapchat Generation Report examining how Gen Z (ages 13–27) perceives and interacts with brands. The findings are based on responses from 6,000 Snapchat users across six global markets, including the U.S., UK, Canada, France, Germany, and Australia.
According to the report, Gen Z’s general distrust of traditional advertising is clear: 76% of global Gen Zers say they actively avoid ads. Rather than ascent or status, this generation values social advocacy and authentic engagement – with 70% assigning higher status to leaders who campaign for global causes, and 59% assigning less status to those who flaunt in-app wealth. Moreover, 60% say they only buy from brands whose values align with their own, even if it means spending more.
Snapchat also notes that Gen Z prefers content created by real creators, not polished brand ads. 65% of global Gen Zers expressed a preference for creator-made content over brand-produced. The data reveals regional nuances in value systems – some markets prize discipline more, while others emphasize empathy – underscoring the need for nuanced, locally tuned brand messaging.
Snap’s research aligns with broader market studies: Gen Z places growing trust in micro-influencers and peer creators over celebrity endorsements, and shows significant support for brands demonstrating ethical behavior, sustainability, and authentic narratives.
