Gen Z is spending more time on digital media but reports less emotional benefit. Many are turning to in-person activities, physical stores, and tangible media. This shift could impact digital advertising and engagement strategies.
Media and publishing professionals tracking Gen Z engagement are seeing a notable shift: while this generation continues to log more hours on digital platforms, many report that these experiences are falling short emotionally. This disconnect is prompting Gen Z to seek out real-world activities, which could have significant implications for digital advertising, audience retention, and content strategy.
Recent data from S&P Global shows Gen Z's daily social media use rose to just over five hours in 2025, up from 4.5 hours in 2023. However, the reasons for this engagement are changing. Gen Z is moving away from legacy social networks and traditional search, instead favoring creator-driven content and online communities that promise more authenticity. According to Harris research, 60% of Gen Z respondents believe social media has negatively affected them, and most are actively trying to cut back on screen time.
Signs of this shift are visible in consumer behavior. Gen Z is fueling a revival of physical retail, with 62% of their general merchandise purchases made in stores last year, compared to 52% for those aged 25 and older, Circana reported. Foot traffic from Gen Z to local shopping centers jumped 57% year-over-year. Demand for tangible media, such as vinyl records and printed books, is also rising. Library Journal found that 67% of Gen Z visited a library in the past year, up from 54% the year before. Even organized religion is seeing renewed interest, with a Gallup poll showing 42% of Gen Z men now consider religion "very important," up from 28% in 2023.
Underlying these trends is a search for deeper connection and emotional fulfillment. Many in Gen Z say digital media fails to deliver on these needs. A University of Missouri School of Journalism survey found that 63% of adults aged 18 to 24 feel posting on social media is more performance than genuine sharing.
Concerns about artificial intelligence are also shaping attitudes. Gallup data shows hopefulness about AI among those aged 14 to 29 dropped from 27% to 18% in the past year, with nearly a third saying AI makes them feel angry. Media theorist Marshall McLuhan's concept of the Narcissus effect-where technology numbs users by reflecting themselves back-may help explain why digital natives are now questioning the value of their online experiences.
This numbness extends to digital advertising. As Gen Z's trust in digital media declines, so does their trust in the ads it carries. Instead, they increasingly rely on customer reviews and community recommendations, with 72% trusting reviews more than influencer endorsements, according to recent surveys.
For previous generations, digital media was a marvel that replicated real-life experiences with convenience. For Gen Z, it has always been a baseline reality-one that now feels emotionally insufficient. As satisfaction with digital platforms drops, so does the perceived value of digital advertising.
Industry experts suggest that digital media must evolve from being a substitute for real life to serving as a bridge to real-world experiences. Rather than focusing on greater personalization, digital advertising should help Gen Z discover and access meaningful offline opportunities. This approach could help restore trust and engagement among a generation seeking more from their media interactions.
Publishers experimenting with new technology to boost engagement may find lessons in this shift. For example, a major Indian publisher recently integrated Google’s generative AI into its CMS to improve newsroom efficiency and audience growth, as reported here. Such innovations highlight the ongoing search for strategies that resonate with changing audience expectations.
