Gen Z’s digital detox trend—from social-first to social-free

I have a confession. I’m a Gen Zer, a member of the so-called “digital native” generation, but I’m not social-first. In response to the detrimental impact social media can have on mental health, I’m not social-anything because I choose not to engage with it anymore. If you find this surprising, don’t—because I am one of a growing number of Gen Zers actively rejecting social media. Consumers—Gen Z in particular—placing greater importance on brand purpose means a social-first strategy is increasingly risky for brands. Gen Z is often portrayed as fully immersed in the virtual world, a generation unable to last five minutes without checking phones and socials. But the reality is somewhat different. An increasing backlash against social platforms means three in five Gen Zers now regularly undertake a social media detox to reconnect with the world around them, according to a recent study. Meanwhile, a recent report from McKinsey found that one in four Gen Zers associate spending lots of time on social media with a deterioration in their mental health. It’s no wonder stress is encouraging some of us to ditch smartphones for dumbphones. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Several factors are driving this movement, notably concern over how social media impacts feelings of self-worth and elevates body dysmorphic disorder. And there are fears that this will only increase with the emergence of AI, the engine powering the rise of deep fakes. At school, we were warned that what we post online can harm future job prospects, with much of this conversation directed at young girls. But we weren’t warned about the rapid development of tech that could manipulate the content we post. Earlier this year, Channel 4 News reported that nearly 4,000 celebrities were victims of deepfake pornography. But what makes this more terrifying is that these attacks are not reserved for just those in the public eye—every woman is a potential target. With virtually no way of protecting yourself and the big tech platforms taking little action against such content and abuse, the only option available to many women is erasing their social presence altogether. What does all this mean for brands desperately seeking to target Gen Z? Brand safety must be a priority. Brands that activate campaigns across channels without adequate regulations are setting themselves up for failure. Take YouTube, for example. One common misconception is that YouTube’s algorithm seeks to serve people with relevant or high-quality content. However, its recommendation algorithm has been found to serve up increasingly extreme videos to drive view time and, in turn, ad revenue while inadvertently sending people down rabbit holes into more extreme content. YouTube has recently made efforts to reduce this, but it’s an ongoing battle. A new study found that its algorithm is more likely to recommend users right-wing and religious content. Online platforms serving harmful content have also been driving the rise of the incel community and the popularity of misogynists such as Andrew Tate. Are videos from the violent and misogynistic world of Tate the kind you want next to your brand content? In 2023, we saw the Barbie movie and female artists such as Taylor Swift and Beyonce demonstrating the huge buying power of women when content is created by and for them. Women lift economies; that impact cannot and should not be overlooked. See all of the 2024 Small Agency award winners here Brands, therefore, need to seriously consider their approach to online platforms that either host or have their origins in misogyny. Let’s not forget that Facebook started as a “hot or not” site for frat bros to judge women. A brand communicating its purpose around female empowerment on a platform that allows itself to be used to denigrate and abuse women is, at best, an uncomfortable contradiction. With the cookie-less world fast approaching, marketers have long been thinking more holistically about their media mix. So, what better opportunity for marketers to follow Gen Z’s lead and carefully consider the use of social platforms, especially when seeking out younger audiences? Brands should take note: Kantar’s most recent Media Reaction Study already shows a preference for offline, in-person advertising, including out of home and events. So, in the future, it is inevitable that an omnichannel approach will be the most effective way to reach Gen Z. As happens to all generations, Gen Zers now face the harsh reality that we are no longer “the young ones.” We are living with and seeking to move beyond the repercussions of growing up in the shadow cast by social media, and in doing so, many of us want to protect the next generation from the damaging effects of the online world. Who knows—maybe Gen Alpha will be the first “impossible to reach” generation online. Ad Age Leading Women Luncheon Join us Aug. 7 in New York as we recognize this year’s honorees Buy your ticket today

Gen Z’s digital detox trend—from social-first to social-free

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