To explain what we learned from Trust 2025, we’re presenting insights into key segments of data from our study — this newsletter focuses on Gen Z and the implications of their deteriorating levels of trust in institutions. Other areas of focus will include what we learned from Trust 2025 data for technology, financial services, health, reputation management, and more.
Gen Z are expected to unseat Millennials as the largest generational group in the global workforce by 2035. With low levels of trust and high levels of grievance, what could it mean to have a dominant generation that doesn’t believe in the institutions of society?
A Generation on Edge, and Why Brands Must Listen
The 2025 Edelman Gen Z Lab Special Report, Gen Z & Grievance, reveals a sobering truth: Gen Z is no longer just disillusioned — they’re aggrieved. Raised amid pandemics, economic instability, and cultural fragmentation, this generation is navigating a world they feel was built without them in mind.
For businesses across Hong Kong, Greater China and APAC, this report is more than a snapshot — it’s a strategic signal. Gen Z is redefining trust, influence, and engagement. They’re not looking for brands to speak louder — they’re watching who listens better, acts faster, and shows up with relevance.
Key Insights from the Report
1) Grievance is Gen Z’s Default Setting
Gen Z is not quietly frustrated — they’re vocally disillusioned. In Hong Kong, we’ve noticed this in the workplace, where more young people are expressing their views on traditional expectations, often reevaluating cultural perspectives on overtime and conventional definitions of success. They see systems as outdated, unequal, and unresponsive.
2) From “We” to “Me”: The Shift from Global Movements to Local Micro-Movements
Gen Z is shifting from sweeping global causes to hyper-local, community-first impact. In Hong Kong, Gen Z increasingly focuses on hyper-local issues such as mental wellness and personal growth rather than broad global causes. This shift is reflected in their support for community initiatives and lifestyle choices that prioritize self-expression and wellness. They’re not looking for brands to change the world — they’re watching how you show up in theirs, with relevance and respect.
3) Trust is Built in the DMs, Not the Boardroom
Gen Z doesn’t look up to institutions — they look for authenticity and relatability in peers, creators, and communities. In Hong Kong, we’ve seen platforms like Instagram and Threads emerge as key spaces where young people engage with creators and friends — valuing proximity, consistency, and shared experiences over hierarchical messaging. Brands engaging authentically in these digital spaces build stronger connections with this audience.
4) Digital Fatigue is Real — and They’re Craving IRL
Despite being digital natives, Hong Kong Gen Zers are fatigued by algorithmic sameness, trend overload, and constant screen time. They are actively seeking real-world experiences where they can connect with people and values beyond service — forging connection with new and different groups. Brands that can create authentic offline moments will stand out.
5) Levity with Purpose Wins
Gen Z values levity — but only when it’s grounded in truth and relevance. In Hong Kong, Gen Z appreciates brands that leverage trendjacked viral local content, with which they feel relatable and entertaining. Brands that can balance clarity with creativity will earn both attention and trust.
Key Takeaways for Brands
- Make it feel personal. Offer things that speak to Gen Z’s identity — custom options, exclusive drops, or just clear value that feels made for them.
- Think in small moments. Big campaigns are great, but Gen Z connects through quick hits — snackable content, limited-time offers, or simple, useful tools they can share.
- Be real, stay steady. Trust matters. Be upfront about what you stand for and show up consistently. Gen Z can spot a switch-up from a mile away.
- Rethink what “social” means. Gen Z is reshaping what it means to connect. Create experiences and products that feel welcoming, inclusive, and socially engaging — without relying on traditional norms.
- Bundle with purpose. Gen Z appreciates value that feels thoughtful and shareable. Whether it’s a product, service, or experience, make it easy for them to enjoy together or pass along.