The unimpeded informatization channels have also formed a broader vision and open thinking of the Z generation, allowing this generation to have their own independent ideas in the choice and judgment of things, and not blindly follow or listen Fax List to them. This is especially evident in Gen Z's reactions and reactions to digital marketing: the sheer number of products and services being marketed to Gen Z consumers through all forms of digital media, making them genuine skeptics.

Gen Z and KOL marketing: a match made in heaven Compared with all other generations, Generation Z is the most resistant to advertising . They are not only indifferent to the marketing tactics such as sensational stories and blunt implants that brands Fax List have used in the past, but also show obvious tiredness. Data shows that more than half of Gen Z own ad-blocking software, and less than a quarter respond positively to the four major ad categories (online search, online display, desktop video, and mobile video). For them, they are more interested in whether the brand they choose has more in common with their own values, lifestyles and behaviors, and whether it can reflect a distinct personality and true self. This obviously subverts Brand perceptions.

"Today's generation Z's brand awareness is not only about products, but also has a good feeling and experience, so that they feel that their lives have been changed in a real way, and even make them feel indispensable. , can't imagine the Fax List day without it." RTG CEO Chen Jie said. The good news for advertisers is that despite their resistance to many forms of digital advertising, Gen Z supports KOLs , with 50% saying they trust influencers to recommend them. For example, about a quarter of Gen Z women say influencers are where they most often find out about new products to buy.