Gen Z surge in social shopping

Dentsu’s latest data shows that social media is evolving from a discovery platform to a full-fledged shopping destination. By the end of 2025, 21% of consumers expect to shop directly through social platforms, and that number skyrockets to 67% for Gen Z. For marketers, this means social commerce strategies are no longer optional — they’re critical for staying relevant with younger audiences.

Women Demand Better Representation in Advertising

A new study from The Garcia Companies highlights a growing expectation for brands to represent real, multifaceted identities. Sixty-five percent of women feel underrepresented by mainstream media, and 60% have stopped supporting brands using outdated stereotypes. The demand is clear: authentic content that reflects ambition, health, identity, and culture is what resonates. For marketers, this means rethinking creative strategies through the lens of inclusion, ensuring campaigns reflect the diverse experiences of modern consumers.

Google Ads getting more personal

Google Ads has rolled out customer lifecycle features within Performance Max campaigns, giving advertisers new tools to segment messaging based on where customers are in their buying journey. This empowers marketers to craft more personalized ad experiences that align with audience intent — helping drive efficiency and engagement across paid media strategies.