Young consumers aren’t anti-advertising—they just want brands to get it right. These gens care less about whether a brand is marketing to them, and more about how it’s done. Does the ad feature diversity? Is it timely? Does it star someone they follow on TikTok? And—maybe most importantly—is it actually entertaining? Because if not, it’s likely they’ll scroll right past it without a second thought. The truth is, Gen Z and Millennials are media-savvy pros. They consume a ton of content, but they’ve also mastered the art of ignoring anything that doesn’t resonate with them. YPulse’s Ad/ Marketing Effectiveness report shows 66% of 13-39-year-olds agree, “Advertisements usually bore me.” Enter advertainment: a blend of advertising and entertainment, whether it’s a narrative short film, web series, or even a podcast that sneaks in a brand’s message (or product!) while actually keeping them engaged. It works because it feels less like a pitch and more like something they’d watch or listen to anyway. And if it’s in movie or TV formats?...
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