Gen Z has a reputation for being impossible to reach by marketers—and European Gen Z is no exception. But YPulse knows there’s one thing that can reliably cut through the noise: a recommendation from someone Gen Z trusts. For this gen, hearing a friend, family member, or someone they follow rave about a brand can carry far more weight than seeing another ad. In fact, YPulse’s Western Europe Decoding Brand Affinity 2025 data shows 67% of 13-24-year-old Europeans say it’s important that the brands they purchase from are recommended by others—so brands need them to get Gen Z’s attention.   European...