Channel 4 Unpacks Gen Z at “Trends, Truth & Trust” Event

On 9 May, Channel 4 Sales welcomed advertisers, agencies and creatives to an insightful morning exploring the findings of its landmark Gen Z report, Trends, Truth & Trust. Held in London, the event brought together industry leaders to better understand the shifting expectations and behaviours of today’s youngest adult generation—and the shared responsibility media and brands have in shaping their media landscape.

Sparking Industry-Wide Conversations

Led by Channel 4’s CCO Rak Patel, the event highlighted the urgent need to safeguard truth and trust in an era of digital misinformation. Rak opened the event with a call to the advertising industry to play a role in supporting quality content in trusted environments. He said: “We view being regulated by Ofcom as a badge of honour. And I’m not saying TV is perfect – but our audience protections are a world away from other forms of media. When you invest in TV, your product is not at risk of promoting illegal activity. You’re investing in a societal good: in dramas that says something about modern Britain, backing independent impartial news, funding reality TV that unites the nation over a cuppa plus glossy, heart-warming weekend entertainment that brings families together.”

Throughout the morning, powerful voices took to the stage. Entrepreneur and creator Jamie Laing shared personal reflections on the mental health challenges facing Gen Z men and the urgent need for positive male role models across culture and media.

Meanwhile, Channel 4’s CMO Katie Jackson joined KFC’s Leo Sloley for a fireside chat on how brands must evolve to reflect Gen Z’s core values—authenticity, inclusion and transparency. Their message was clear: if your brand doesn’t stand for something, Gen Z won’t engage.

Showcasing Bold, Digital-First Creativity

A standout moment of the event was the spotlight on Channel 4.0—Channel 4’s award-winning, digital-first platform for young audiences. Digital Commissioning Editor Evie Buckley, Head of Digital Commissioning Sacha Khari and Content Creator Nella Rose offered a behind-the-scenes look at how the channel is redefining content for Gen Z by embracing bold ideas, fresh talent and agile storytelling.

With millions of views, multiple award wins and growing cultural impact, Channel 4.0 is fast becoming a model for how traditional media can thrive in the digital age.

Key Takeaways for Advertisers

Gen Z are growing up differently - Young people are looking for sources of inspiration and motivation to navigate economic challenges and shifting social norms.

Trust is currency - In a world of misinformation and confusion around who and what is trustworthy, brands need to show up honestly, next to clear, factual content.

Representation matters - Inclusivity and authenticity are non-negotiable expectations for younger viewers.
It's not just about where you are, but who you're with - Gen Z are native to digital platforms and brands can lean in by collaborating with trusted media to deliver culturally relevant, purpose-driven content.

Gen Z isn’t one story - Brands should avoid cliches and showcase the true complexity of Gen Z’s lived experiences by tapping into their six distinct worldviews.

As the event wrapped up, the message was clear: Gen Z is not just the next generation of consumers—they’re already shaping the future. And they expect brands and broadcasters to keep up.

You can find more about our Gen Z: Trends, Truth and Trust research here.