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From Ad Breaks to Story Arcs: How Brands Must Evolve for Gen Z

Marketing and Advertising

Business Honor
02 May, 2025

Emotional resonance, authenticity, and storytelling are reshaping the future of brand marketing.

As the traditional advertising models is losing relevance—especially with Generation Z. According to Karen Kovacs, President of Advertising & Partnerships at NBCUniversal, brands must now integrate seamlessly into the stories Gen Z cares about, or risk becoming invisible.

Speaking at Possible, Kovacs revealed fresh findings from NBCU’s proprietary research into Gen Z’s media habits, highlighting a key insight: the line between content and advertising must blur. “If your media plan still separates content and advertising, you’ve already lost Gen Z,” she cautioned.

Contrary to stereotypes, Gen Z isn’t just swiping through 30-second videos. NBCU’s data shows that this digitally native generation fluidly moves between short-form and long-form formats—using short videos for discovery and longer content for emotional connection. “Short-form is a driver of discovery. Long-form boosts mood,” says Kovacs, noting the role content plays in helping Gen Z manage stress and anxiety.

The research also introduces the concept of “newstalgia,” where legacy shows like The Office gain new life among young viewers experiencing them for the first time. This emotional connection to past content provides fertile ground for brand integration that feels both authentic and culturally relevant.

NBCUniversal’s strategic partnerships with shows like Saturday Night Live and Love Island USA demonstrate the shift. Instead of traditional ad placements, brands like Volkswagen and leading beauty companies are now co-creating narrative elements, becoming part of the story itself. This approach led to an 18% sales lift for one beauty brand, proving the power of emotionally resonant content ecosystems.

Kovacs’ message is clear: brands must embrace all formats and become part of the entertainment experience to earn Gen Z’s trust and loyalty. “It’s no longer about interrupting content. It’s about being part of what matters.”