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    25 Years of Trust
    Featured Inside Edelman: Meet our U.S. Culture Champions – Tara Hagan In this edition of Inside Edelman, we highlight our Edelman Culture Champions, celebrated by their colleagues for their exceptional commitment and positive impact in creating a supportive workplace. KEEP READING Ubuntu in Action: Reflections from the International Women’s Forum in Cape Town Reverend Jesse Jackson; A Fifty-Year Friendship A personal reflection on Reverend Jesse Jackson - civil rights leader and founder of Operation Rainbow PUSH - and his fifty-year friendship with the Edelman family, shaping business and politics for generations. KEEP READING Explore All Insights

    The Great Gen Z Divide

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    Gen Z isn’t one generation anymore – it’s fracturing across multiple dividing lines

    Edelman Gen Z Labs presents The Great Gen Z Divide, a report that uncovers how Gen Z 1.0 (ages 23–29) and Gen Z 2.0 (ages 13–22) are shaping the future in radically different ways. From trust and identity to politics and consumer behavior, this divided generation is rewriting the rules for brands.

    The report, with findings from the 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me, reveals why Gen Z now looks to brands more than institutions for stability - and what it takes to meet their expectations for personalization, proximity, and daily value. For brands that get it right and build trust with these audiences, the rewards can be powerful. Get it wrong and Gen Z will walk away.

    If you want to engage the generation driving today’s culture and tomorrow’s growth, you need to understand the divide.

    Fill out the form to get your copy of the report today.

     

    Access the report now


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    Discover More About Gen Z

    Explore more insights, reports, and perspectives from Edelman’s Gen Z experts.

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    Gen Z & Grievance: A Generation’s Response to a World Under Threat

    April 15, 2025

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    The Good, the Bad and the Outrageous: A Gen Z Reflection on SXSW 2024

    April 2, 2024

    Edelman Gen Z Lab members Allen Pham, Mia Cooper, Hannah Ziegler share their experience of SXSW 2024...

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    Gen Z Talks 2024 Edelman Trust Barometer

    February 6, 2024

    The Edelman Trust Institute sat down with Edelman Gen Z employees who work with clients across diffe...

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    Meet the Gen Z Brand Whisperers

    April 22, 2023

    The Guardian explored how Edelman’s Gen Z Lab and ZEO guide C-suites on diversity, identity......

    Connect with our Gen Z experts?

    Discover how Edelman can help you engage this generation.
    Talk to an Expert