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25 Years of Trust
Featured 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 Inside Edelman: New Places, New Perspectives – Megan Johnson From Canada to the U.S., India, and now Singapore — Megan’s global journey reflects a deep curiosity, a love of change, and an openness to the unexpected. Each move has broadened her perspective, strengthened her adaptability, and deepened her appreciation for the shared Edelman spirit that connects teams across continents. KEEP READING The Demise of the Old Guard Leaves Door Open 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.

 

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

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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

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

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