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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.
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