LAB42 WHITE PAPER —- DEI IN ADVERTISING: THE GEN Z VIEWPOINT
DEI in Advertising: The Gen Z Viewpoint
Introduction
Gen Z makes up about 20% of the U.S. population and is the most diverse generation in terms of ethnicity, race, and sexual identity. That diversity shapes how they identify and how they expect to be represented by brands. The report looks into whether Gen Z feels truly represented in advertising.
Study Details
Surveyed 1,000 U.S. consumers aged 13 and older, spanning multiple ethnicities, age groups, abilities, and sexual orientations.
Conducted from April 22 to May 4, 2022.
How Gen Z Defines Themselves
Gen Z ranks their identity largely by ethnicity, gender, and sexual orientation—in that order.
Older generations tend to do the opposite, leading with gender and ethnicity, followed by religion or political affiliation.
This shift implies that brands tapping into Gen Z must rethink who they cast, what stories they tell, and what talent they elevate.
Importance of Representation
Gen Z cares more than other generations about seeing themselves in ads.
64% of Gen Z say representation in marketing is important, compared to 63% Millennials, 61% Gen X, and just 52% Boomers.
Exposure vs Accuracy
57% of Gen Z report seeing ads that represent them—but only 35% feel that representation is accurate. That gap is the largest among all generations.
Skepticism Toward Brands
Gen Z expresses strong doubts when brands attempt diversity, and often see those efforts as disingenuous:
32% say brands seem to include them “just for the money”
28% feel it “felt forced”
26% suspect it was done “out of pressure”
How Representation Impacts Buying Behavior
38% of Gen Z are more likely to avoid brands that don’t speak to them.
29% avoid brands that incorrectly represent them.
On the flip side, many Gen Z will go out of their way to purchase from brands they feel reflect them well.
Authenticity Is Key
Gen Z values authentic, accurate representation far more than older generations.
Shallow or insincere representation isn’t just noticed—it's punished. Brands hoping to connect with Gen Z must put real effort into telling stories that ring true.
