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.
Meet the Gen Z Brand Whisperers
Earlier this year, 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.
ACCEPTED BELIEF: Gen Z all want to be influencers.
Only 12% aspire to be an influencer.
Gen Z are bold, bullish activists.
66% believe that sharing is a form of activism (and it’s not radical).
ACCEPTED BELIEF: Gen Z mobilizes cancel culture.
It’s about accountability. 1 in 3 want brands to take responsibility for wrongdoing.
In TikTok they trust.
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.
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.
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.