Edelman's Gen Z Lab

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Edelman's Gen Z Lab

Building trust with the future generation of consumers

Speak with any CMO today and within minutes we guarantee they will bring up Gen Z. This generations’ influence is felt in every corner of our industry, whether its cancel culture and brand reputation, marketing missteps and trending content, or adaptation of new technologies and social advocacy. The demand for Gen Z input and expertise has been unprecedented, which is why in 2022 Edelman appointed the world’s first ZEO and launched The Gen Z Lab, a unique dedicated advisory comprised of 250+ Edelman Gen Zers from around the globe designed to help brands future-proof their business for the next generation of consumers. With a dedicated data hub, external advisory board, and expertise across all sectors and disciplines, Edelman’s Gen Z Lab was built to alleviate these fears and bring Gen Z and the C-suite closer together in order to take collective action.

REPORT

Gen Z & Grievance: A Generation’s Response to a World Under Threat

Gen Z grew up in chaos — a pandemic, social upheaval, economic crises, culture wars and political instability. What they’re left with isn’t just disillusionment, it’s grievance. In short: The kids are not all right. This report explores how grievance is reshaping the way Gen Z engages with the world around them and explains their overall expectations of brands and businesses.

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ARTICLE

Meet the Gen Z Brand Whisperers

The Guardian sat down with Edelman’s Gen Z Lab and ZEO for an in-depth look at our process, cultural insights, and working relationship with clients. They uncovered a world in which Gen Z has a seat at the table, alongside their C-suite counterparts, with the ultimate goal of helping to transform how modern business is done, often counseling on issues on diversity, identity, inclusivity, social justice, and climate change, and helping brands with their advertising and corporate activism.

Debunking Gen Z Myths

01—

ACCEPTED BELIEF:
Gen Z all want to be influencers.

01—

NEW REALITY:
Only 12% aspire to be an influencer.

02—

ACCEPTED BELIEF:
Gen Z are bold, bullish activists.

02—

NEW REALITY:
66% believe that sharing is a form of activism (and it’s not radical).

03—

ACCEPTED BELIEF:
Gen Z mobilizes cancel culture.

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NEW REALITY:
It’s about accountability. 1 in 3 want brands to take responsibility for wrongdoing.

04—

ACCEPTED BELIEF:
In TikTok they trust.

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NEW REALITY:
YouTube is the most trusted, while TikTok ranks #5.

How we help clients

Instant Surveys & Data Hub

In addition to our ongoing research driven by Edelman’s powerful human intelligence tools, we also conduct instant surveys and information sessions, gleaning the latest POVs from Gen Z on any topic.

Inspiration & Immersion

We leverage a curated bench of cultural thought leaders from across industries to bring external perspective and strategic insights to brands. As Gen Z changes the world, we bring the world in.

Insights & Strategy

A team of real Gen Z’ers across Edelman’s network of sectors and expertise are ready to influence strategies, ideas, and offer real perspective. We publish a regular cadence of POVs on pressing, real-time issues and opportunities for clients.

Creative &
Ideas

Tap the mind of Harris Reed and our Gen Z squad for cultural touchstone and creative inspiration. They advise on creative strategy with purpose and business impact at the heart.

Reputation & Cultural Protection

See the crisis before it happens. The Gen Z Lab can help identify potential pitfalls before they happen, and ensure brands build authentic cultural caché to back it up.

The Lab in Action

Latest Gen Z Insights

Building a Resilient, Trustworthy Brand for the Next Generation

Resiliency seems to be the mantra of our moment. In a volatile world rife with complexity and crisis, consumers are facing new pressures.

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Why influencer marketing hits home for Gen Z

Influencer marketing is the new way to connect with younger audiences, but authenticity is of paramount importance, argues Edelman’s Jasmine Jordan.

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The best way to earn Gen Z’s trust is to do what they do: Question everything

They have the power to influence for the greater good, and you have the power and scale to help them.

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4 Crucial Business Trends According to Gen Z

As business leaders begin (and continue) to set course for 2023, they face more uncertainty than ever.

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Meet Our Gen Z Ambassadors

Representing their generation and local region this super squad of Gen Zers has expertise across retail, influencer marketing, energy, brand purpose, strategy, brand reputation, content creation, and more.