Gen Z's Purchases and Actions Are Influencing All Consumers

Edelman opens a Gen Z lab led by fashion designer and 'ZEO' Harris Reed

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When looking into what Gen Z actually needs, Edelman grounds its new research report in a quote from gun control activist and Parkland survivor David Hogg: “I’m not powered by hope. I’m powered by the fact that I have no other choice.”

Bookended between two crises—the recession and the pandemic—this generation knows that social justice is not just attractive, but imperative. Edelman’s “New Cascade of Influence” study, detailed this morning during a session at the Cannes Lions Festival of Creativity, surveyed 14,000 respondents in 14 countries with an oversample of Gen Z.

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