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THE POWER OF GEN Z

 

 

TRUST & THE FUTURE CONSUMER

 

This isn’t the influencer generation. This isn’t the cancel generation. This isn’t even the TikTok generation. This is the generation of sensibility. Preceding generations have idolized the unrealistic, prioritizing aspirational objectives, and often overlooking basic elements like humanity, our planet, and at times the truth for the sake of self, innovation, wealth, and immediacy. In a newly released report, we see a new, globally unified generation on the rise that is set on course correcting and getting our world back to basics. They want to solve humanity's most glaring issues, they desire safety, value realism and are making sensibility the new standard. Their pragmatism will power the world.

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EDELMAN X VIDCON

 

VidCon’s flagship conference is returning to Anaheim, CA this summer. Join Edelman from June 22–25 as we take over the Industry Track with on-stage content featuring TikTok’s hottest creators and game-changing brands. Stop by the Industry Track lounge for an interactive gallery experience, featuring Kerwin Frost’s Snack Suit for 7-Eleven, Miller Coors’ Beernament, and Taco Bell’s Fry Force Manga. For more details, see below.

 

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Speakers @ VidCon

 

Ali Almeflehi

Research Analyst, Edelman DXI

Amanda Edelman

Purpose Partner

Emily Bear

Co-Creator, The Unofficial Bridgerton Musical

Abigail Barlow

Co-Creator, The Unofficial Bridgerton Musical

Jess Weiner

CEO & Founder, Talk to Jess

Chanel Lake

VP, Influence Marketing

Kathryn Fernandez

Global Brand Director, Dove

Kelly Uchima

Mental Health Advocate

What's On @ VidCon

 

June 23

Look Mom! My TikTok won a Grammy
10 - 10:45 am PT
Speakers: Ali Almeflehi, Abigail Barlow, Emily Bear, Amanda Edleman
Join Edelman’s Gen Z experts for a peer-to-peer conversation with Emily Bear and Abigail Barlow, the creators of the Unofficial Bridgerton Musical, the first Grammy-winning album to originate on TikTok. They’ll discuss how they got their start, their collaborative music-writing process, and how their perspective on content creation has changed as their popularity has grown.

June 23

Imagine a Nobel Prize for Content Creation
3 - 3:45 am PT
Speakers: Kathryn Fernandez, Chanel Lake, Jess Weiner, Kelly Uchima
We live in world of content abundance. Web content, fast-twitch social content, user generated content. But does the world benefit from it? According to Edelman research, 90% of GenZers want brands to get involved in causes that better the world. What if branded content served the greater good? Like Nobel Peace Prize good. Come hear the story of one brand and one content creator trying to make a difference.

June 23 - 24

Gen Z Lab Experience
If you have an Industry Pass - Join Edelman for a moment of solitude, rest, and recharge at the Industry Track Lounge. Pop by Edelman’s gallery space for a curated collection of Gen Z nostalgia, fashions, and digital experiences.

 

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DEBUNKING GEN Z MYTHS

 

01—

ACCEPTED BELIEF: Gen Z all want to be influencers.

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

02—

ACCEPTED BELIEF: Gen Z are bold, bullish activists.

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

03—

ACCEPTED BELIEF: Gen Z mobilizes cancel culture.

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

04—

ACCEPTED BELIEF: In TikTok they trust.

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

GEN Z INSIGHTS

Insight

The Rise of Trusted Influence: 3 Key Gen Z Trends to Act On

Insight

Unleashing the Power of Gen Z

Insight

The Sensible Generation — Gen Z and Trust

SAFETY IS PARAMOUNT

7 IN 10 WANT SAFETY AND SECURITY IN THEIR LIVES.

 

One of the report’s key findings was that more than anything Gen Z just wants to feel safe. This visceral need permeates every aspect of their lives.

Physical: 75% of Gen Zers prioritize activities that have a lower risk of getting sick or injured.

Emotional: 75% prioritize “feeling safe” over building strong friendships.

Financial: 79% say “pays well/provides financial stability” is an important career goal.

Social: 69% have changed social circles to feel safer.

Educational: 81% say safety is a critical or important when thinking about school.

GenZ_stat_SM

COVID-19 HAS ONLY EXACERBATED THE SITUATION

PERCENT WHO SAY THE COVID-19 PANDEMIC IMPACTED THEIR ATTITUDES

 

78%

I have created more time in my life for self-care/mental health

68%

I have started or continued to save up for future healthcare expenses

66%

AI have considered or started a career that will allow me to handle health and wellness expenses

GenZ_stat_SM

GEN ZERS ARE TRUTH SEEKERS

THEY WILL ALWAYS FIND THEIR WAY TO TRUTH

 

This generation of consumers is unparalleled when it comes to verifying information they see online. They rarely take anything at face value, particularly sponsored content and messages from brands. 70% will always fact check what brands say, and will unfollow you if you’re not truthful. Of all the content on the internet, Gen Z trusts what they find via search engines the most. 58% say the content there is trustworthy, vs owned media which ranked lowest at 48%. The best way for brands to prove their trustworthiness? One, link back to legitimate sources. And two, cite supporting data and proof points.

UNITY IS GEN Z’S SUPERPOWER

BUT THEY WANT BRANDS TO PICK UP WHERE THEY LEAVE OFF

 

Brands are expected to use their reach, money and scale to create the change that Gen Z demands. 9 in 10 Gen Zers want the brands they buy to get involved in causes that better the world. And what causes do Gen Z want brands help with?

1. Climate Change

2. Poverty

3. COVID-19

4. Gender Equality

GenZ_stat_SM

DOWNLOAD THE REPORT

 

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