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25 Years of Trust
Featured Inside Edelman: Meet our U.S. Culture Champions – Janae Holloway 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 The Year the Agencies Died 2025 will be remembered as a difficult year for the communications sector. The IPG Omnicom merger created the largest firm in the world but will require between 10-15,000 redundancies. Dentsu is selling its international holdings. WPP share price has plummeted by 50 percent, leaving the company valuation at one-third of annual revenue. KEEP READING Disagree Better I am reeling from the massacre of Jews celebrating the first night of Hannukah on Bondi Beach in Sydney and the murder of two students at Brown University over the weekend. In this context, I am trying to find constructive ways forward. KEEP READING Explore All Insights

Gen Z-eitgeist 2026

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Since day one, Edelman’s Gen Z Lab has said: Know Gen Z. Know the future.

That still holds. What’s changed is where Gen Z is choosing to show up, and where they’re stepping back.

They’re still values-driven. Still paying attention. Still willing to push for change. But after years of crisis, chaos, and overload, they’re far more selective about what’s worth the effort. Where they lean in matters, but knowing where they lean out matters even more.

Gen Z doesn’t expect brands to be perfect, but they do expect you to notice how the ground has shifted, acknowledge that times are hard and keep proving you actually get it.

That’s why Gen Z-eitgeist 2026 looks at 10 global trends through a simple lens: what’s out – and what’s in.

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

 

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