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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.
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.
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
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
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.
EDELMAN X VIDCON
This month Edelman has partnered with VidCon, the beloved community for emerging creators, to deliver weekly sessions tackling some of the industry's hottest topics. Week by week Edelman’s experts across gaming, brand, influencer, and content creation hosted enlightening conversations with VidCon’s stellar line-up of speakers. Take a look below to check out our month-long editorial partnership and watch the weekly sessions.
Gen Z has the power to create new marketplaces, dictate brand trends, and reshape the global economy. What will they do with such dominance? How will the world change in their hands? Join the brand gurus at Edelman, along with their squad of creators, doers, and thinkers as they map out the future according to Gen Z.
Edelman Special Guests:
Join Tool of North America and prominent TikTok creator Grace Wells as they discuss the evolving role creators play in being the next wave of commercial directors, and what tools they need to create quality, branded content.
Edelman Special Guests:
So you want to be a creator? Join Edelman’s team of Influence experts for an hour-long workshop covering the basics of building your personal brand, finding and vetting suitable brand partners, and the wide world of content development. Edelman’s team has brokered thousands of partnerships on behalf of both creators and brands. Come learn how to find value alignment and set yourself up for long-term creator success.
Edelman Special Guests:
Pensole Lewis College of Business and Design has the goal to be the nation’s first HBCU to ever re-open. Focused on educating and preparing the next generation of young, diverse, design talent, PLC will be partnering with brands like Carhartt, Nike, and Foot Locker to develop career-specific curriculum and open up new pathways for deserving talent. PLC’s founder Dr. D’Wayne Edwards will discuss his vision for the school, and his personal experience coming up through the design industry.
Edelman Special Guest:
Audience demographics and behavior continue to evolve, and the overlap between what’s considered great storytelling and what audiences naturally gravitate towards is changing. Join 3BLACKDOT CEO Regi Cash to learn how he's embracing this shift to build a gaming community and diversify the culture to be more inclusive. Plus, hear about the recent launch of the YouTube Series Gaming While Black.
Edelman Special Guest:
HIGHLIGHTED SPEAKERS