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 Gen Z is constantly swapping opinions on the brands they’re trying and loving, and many see themselves as the “influencer” in their friend group—the person others go to for product advice. And because YPulse data shows 71% of 13-24-year-old Europeans create social media content for an audience beyond their friends and family, those recs often travel beyond their immediate circles. In other words, a single positive experience can become...
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