New research has uncovered a sharp rise in consumer disillusionment, with 36% of Gen Z now feeling that brands do not care about them, up from 30% in 2023. The findings raise concerns that marketers may be missing the mark when it comes to engaging younger audiences.
The study by independent research and insights consultancy The Nursery notes that while the sharp rise among Baby Boomers is concerning – with 60% now feeling overlooked by brands, up from just 42% in 2023 – the growing scepticism among Gen Z is arguably more surprising. Often seen as brand-savvy and receptive to purpose-led messaging, Gen Z’s disillusionment suggests a deeper disconnect. Together, the findings reveal that advertisers risk alienating both ends of the generational spectrum with current strategies.
Boomers remain the most ad-averse group, with 77% actively avoiding advertising. However, there are signs of improvement among younger consumers: ad-skipping among Gen Z has dropped from 72% in 2023 to 62% in 2025, while Millennial avoidance has also declined (from 71% to 57%). These shifts point to an opportunity for brands to re-engage younger audiences with more relevant, meaningful content.
Yet, delivering the right message remains challenging. Despite their reputation for environmental concern, Gen Z are the most likely to view sustainability messaging as self-serving. Millennials are less sceptical, but trust remains a key hurdle for both groups.
Both younger generations want to see brands – and their ambassadors – take a stand. More than 60% of Gen Z and Millennials believe sports stars should use their platforms to raise social issues, compared to just under four in ten Boomers. Furthermore, 60% of Gen Z believe advertising has the power to drive positive social change.
“We are witnessing younger generations growing sceptical of messaging around sustainability and the environment, seeing much of this as greenwashing,” said Pauline McGowan, Head of Strategy at The Nursery.
“Within our research, Gen Z did feel drawn towards brands that can positively affect social change, but they want to believe this is done with genuine intent. At the same time, the audience with the strongest increase in ad avoidance is actually Baby Boomers. It’s a tricky balance for brands to ensure that messaging has resonance across generations.”
She added: “Some of the opinions uncovered in this study may surprise marketers and show that without engaging with people, messaging can quickly become out of touch with the audiences they are attempting to attract, in both advertising and sponsorship.”
The study highlighted positives around sponsorship and partnerships. For example, 55% of Millennials are more likely to buy from a brand that supports their favourite sports team, athlete or event (67% for Millennial men).
McGowan commented: “Marketers face a dual challenge: build engagement across generations whilst recognising generational differences. Our findings, underscored by changes between our 2023 and 2025 studies, show behaviours and attitudes are less constant than we may have thought, as people adapt to the fast-changing world around us. There will be a continued need for research to make sure brands stay in tune with their key consumers.”
