Don't downplay Gen Z in advertising, we've only ever known digital disruption

As audiences increasingly seek authenticity over flawlessness, brands like Ryanair and Duolingo are leaning into self-deprecating humor and embracing a more 'real' approach. Ten years ago, those kinds of campaigns might have been seen as risky or even disastrous.

In an industry that's still catching up to the idea that authenticity often beats perfection, we have a distinct competitive advantage. Gen Z-ers in the UK advertising world drive digital trends rather than just adapting to them.

Read at The Drum