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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.
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.
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.
03—
NEW REALITY:
It’s about accountability. 1 in 3 want brands to take responsibility for wrongdoing.
04—
ACCEPTED BELIEF:
In TikTok they trust.
04—
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.
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.
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.
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.
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.
Alison Lau
Hong Kong, China, Brand
Bethanie Tsang
Hong Kong, China, Brand
Aliya Mahimtura
Mumbai, India, Brand
Vaidehi Bhatia
Mumbai, India, Brand
Lilac Lo
Singapore, Integrated Client Leadership
Serina Doi
Tokyo, Japan, Brand
Nazir Fuad
Malaysia, Digital
Miya Huang
Guangzhou, China, Brand
Hoang Anh Vu
Ho Chi Minh City, Vietnam, Planning
Kityee Wu
Guangzhou, China, Brand
Ha Cao Son
Ho Chi Minh City, Vietnam, Digital
Riyaz Rangwala
Mumbai, India, Brand
Evan Wong
Toronto, ON, Digital
Shania Simon
Toronto, ON, Health
Kellie Williamson
Toronto, ON, Corporate/Digital
Mollie Giroux
Toronto, ON, Health
Gabriel Lee-Steed
Montreal, QC, Influence Marketing
Albert Gunnison
Toronto, ON, Corporate
Sébastien-Nicolas (Nico) Chiffrin
London, UK, Brand
Bianca Brown
London, UK, Digital
George Baines
London, UK, Corporate
Jet Mulders
Amsterdam, The Netherlands, Brand/Corporate
Yahia Tamer
Amsterdam, The Netherlands, Brand/Corporate
Emma Camerino
Milan, Italy, Brand
Maria Jose Cerqueiro
Madrid, Spain, Brand
Konstantin Koutros
Brussels, Belgium, Global Advisory
Maeva Bardet
Paris, France, Brand
Rebecca Rego
Abu Dhabi, UAE, Brand
Ashley Namachanja
Nairobi, Kenya,Corporate
Cwenga Nkunzana
Johannesburg South Africa, Brand
Ayabulela Sogayise
Johannesburg, South Africa, Advisory, Research & Media Relations
Angela Parmisser
Johannesburg, South Africa, Brand
Fortuna Osorio
Mexico City, Mexico, Global Advisory
Camila Garabito
Buenos Aires, Argentina, Digital
Camila Garay
Buenos Aires, Argentina, Corporate
Mariana Rojas Álvarez
Bogota, Colombia, Corporate
Juliana Arciniegas
Bogotá, Colombia, Corporate
Caroline Sargologos
São Paulo, Brazil, Brand
Thomas Galvão
São Paulo, Brazil, Brand
Nicholas Budler
San Francisco, CA, Digital
Kali Yonowitz
New York, NY, Digital
Laura Montilla
Los Angeles, CA, Digital
Allen Pham
Austin, TX, Corporate
Destiny Bowen
Houston, TX, Energy
Margot Ricketts
Chicago, IL, Influence Marketing
Sapphira Glemaud
Seattle, WA, Corporate
Arielle Roberts
New York, NY, Digital
Caroline Tortorella
Washington, D.C., Social
Nicole Bowen
Miami, FL, Digital
Masa Najjar
Chicago, IL, Digital
Alecsandra Fitzwater
New York, NY, Brand;
Matt Winnek
Dallas, TX, Business Development
Olivia Tompkins
Washington, D.C., Corporate
Lab Leadership
Harris Reed
ZEO of Edelman’s Gen Z Lab
Jackie Cooper
Founder, Edelman’s Gen Z LabSenior Advisor and Global Chief Brand Officer
Amanda Edelman
Chief Operating Officer, Edelman’s Gen Z Lab
Courtney Miller
Global Strategy Lead, Edelman’s Gen Z Lab
Contact Us
To engage The Gen Z Lab, please fill out the form.