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.

Harris Reed

Inside Edelman’s New Gen Z Project with Harris Reed

The world’s biggest PR firm and consultancy has tapped gender-fluid designer Harris Reed to help lead its “Gen Z Lab,” part-consultancy, part-data hub, to better understand the next generation of consumers.

Reed becomes the world’s very first ZEO and will serve as the lab’s cultural and creative advisor, fulfilling his commitment to helping brands be a force for social change and acceptance.

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Gen Z by the Numbers


in spending power


global Gen Z population


of Gen Z are belief-driven buyers

Debunking Gen Z Myths



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).


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

Data & Insights Hub

Ongoing research driven by our powerful human intelligence tools, and crafted with Gen Z’ers from survey to study, ensure we know the facts about this generation.

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 from around the world, across Edelman’s network of sectors and expertise are ready to influence strategies, ideas, and offer real perspective.

Creative & Ideas

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

The Lab in Action


Latest Gen Z Insights


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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The Marketer’s Dilemma: Redefining Gen Z

Gen Z is one of the largest generations of our time. With a global population of nearly 2 billion, they are viewed as a monolith.

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Building Trust the Gen Z Way

Concern about polarization in America is growing among younger people at least as much as among our elders.

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See More Insights

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.



Jaden Haynes

London, UK, Tech

Bianca Brown

London, UK, Digital

Nele Marin

Hamburg, Germany, Brand

Nico Chiffrin

Paris, France, Brand

Judith Llexia

Madrid Spain, Brand

Nancy Weiss

Paris, France, Data & Intelligence

Emma Camerino

Account Executive, Italy, Brand

Noora Fairooz

Dubai, UAE, Reputation


Nicolas Budler

San Francisco, CA, Digital

Liz Bitzer

Chicago, IL, Digital

Laura Montilla

Los Angeles, CA, Digital

Allen Pham

Austin, TX, Corporate

Destiny Kelley

Houston, TX, Energy

Darriel Sanders

Atlanta, GA, Brand Purpose

Jasmine Jordan

Chicago, IL, Influencer Marketing

Gabe Gomez

New York, NY, Digital

Caroline Tortorella

New York, NY, Health

Giselle Huasipoma

New York, NY, Influence

Bella Baldoni

Washington, D.C., Digital

Lab Leadership


Harris Reed

ZEO of Edelman’s Gen Z Lab

Jackie Cooper

‪Founder, Edelman’s Gen Z Lab
Senior 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.