The trend: Yes, Gen Z is online constantly—but not where most advertisers are spending.

According to Toluna, 81% of Gen Z users say they’re on social media during both afternoon and evening hours. Yet passive consumption isn’t the norm. These users are embedded in dynamic, participatory environments where creators—not brands—set the tone.

Consider this: 52% of Gen Z consumers feel a stronger connection to creators on social media than to traditional celebrities. And in real-world conversations among kids and teens, influencers are a more dominant topic than music, movies, or sports.

Even gaming platforms like Roblox aren’t just for children. In April 2025, US adults 25–34 clocked over 100 minutes per session, with Gen Z close behind. This signals a behavioral shift across cohorts—away from linear formats, toward immersive, creator-led platforms.

The attention economy: This shift is as much about how Gen Z relates to content as where they spend time. They aren’t watching ads; they’re watching people they trust, emulate, and talk about.

Brand messages delivered through traditional placements—banner ads, pre-rolls, static social—are easy to skip and hard to recall. But content from creators they follow? That’s sticky. It’s discussed. It drives behavior.

What’s more, attention isn’t just fleeting—it’s fractured. Gen Z’s loyalty is emotional and conversational, not transactional. The most influential voices aren’t brands—they’re peer-like creators embedded in daily scrolls.

How to capitalize: This isn’t a trend—it’s a redistribution of influence. And if you’re still optimizing CPMs on legacy channels, you’re missing the market entirely.

Here’s how to respond:

1. Shift from interruption to integration: Ditch generic banners and mid-rolls. Instead, build native integrations with creators who already have credibility. Think branded storytelling, not sponsorship shoutouts.

2. Collaborate, don’t control: Treat creators like creative partners, not media inventory. Co-develop content that aligns with their voice and your brand. Give them room to translate your message authentically.

3. Go platform-native: Roblox isn’t a media buy—it’s an experience. Want to show up there? Build immersive environments or activations with top creators who understand the culture. The same goes for TikTok, YouTube, and Discord.

4. Update your metrics: Move beyond impressions. Measure conversation, sentiment, engagement depth, and creator-driven lift. What’s being said about your brand matters more than whether your ad was seen.

The bottom line: Gen Z isn’t ignoring your ads; they’re just less likely to see them in the first place. To earn their attention, your brand needs to show up in the feed, in the game, and in the conversation—through the voices they already trust.

Because if you’re not there, you’re not in the room.