For years, Gen Z has been dubbed the “digital generation”, creating trends, mastering TikTok moves and navigating life online. However, new data reveals a shift: Gen Z is increasingly skeptical of social media.
According to a recent survey by McCrindle Research, over 86% of Gen Z are actively reducing their social media usage, while more than half wish social media had never existed (Adelaide Now). Further backing this up, polling shows that about 47% wish TikTok had never been invented, and a similar 50% express the same sentiment about X (formerly Twitter) (The Express Tribune, UnHerd, Stagwell).
Why the Pullback?
1. Mental Health Pressures
Gen Z cites anxiety, negative self-comparison, and digital overload as key reasons for scaling back (Adelaide Now, Electro IQ). Pew Research also notes that 44% of teens say they have significantly reduced their social media use to protect their mental well-being (Pew Research Center).
2. Addictive by Design
Sixty percent of Gen Z describe social media as “addicting,” while many say it has a more negative than positive impact on society (Stagwell).
3. Desire for Genuine Connection
More Zoomers report that real-life, face-to-face interactions bring them joy—something they find lacking in endless scrolling (Adelaide Now).
What Brands Need to Know as Gen Z Logs Off
This isn’t just a generational whim, it’s a critical shift that affects how brands connect with young consumers today.
1. Engagement is Thinner—Quality Now wins over Quantity
With fewer scrolling minutes available, frequent posting no longer guarantees visibility.
Your Move: Prioritize meaningful, high-impact content that adds genuine value.
2. Authenticity Is a Must
Gen Z is quick to filter out polished marketing. They crave real, unfiltered stories and user-generated content.
Your Move: Lean into behind-the-scenes content, transparent messaging, and real voices from your community.
3. Mental Health Messaging Matters
Since many Gen Zs cut back for mental well-being, brands acknowledging this without exploiting it earn trust.
Your Move: Steer clear of FOMO tactics; instead, embrace empathetic, supportive messaging about balance and wellness.
4. Diversify Beyond Social Platforms
Zoomers are gravitating toward podcasts, newsletters, offline events, and private communities.
Your Move: Expand your strategy beyond Instagram and TikTok: think real-world activations, email storytelling, and niche group platforms.
5. Trust and Responsibility Are Your Currency
In a world of skepticism, brands that show ethics, transparency, and meaningful values stand out.
Your Move: Demonstrate social responsibility through sustainability, inclusivity, or community support.
6. Support Digital Well-Being
Helping Gen Z disconnect can strengthen brand loyalty.
Your Move: Build campaigns that promote healthy digital habits, like screen time curbing tips or offline challenges.
A New Era of Digital Balance
This trend signals more than a rebellious phase, it’s a transformation toward how Gen Z wants to engage with the world. Social media isn’t dead, it’s becoming more intentional.
Your brand’s opportunity? Be the one to foster authentic, human-first connections, forging real community both online and off. If Gen Z reminds us of anything, it’s this:
The best connections aren’t built on algorithms, they’re built on authenticity.
References & Further Reading
- Gen Z’s social media reduction and skepticism: (Adelaide Now)
- Regret over platforms like TikTok and X: (The Express Tribune, UnHerd, Stagwell)
- Teens cutting back on social media: (Pew Research Center)