Gen Z's Purchases and Actions Are Influencing All Consumers

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. It found that the generation’s need for tangible action from brands defines more than just their own age group. 84% of Gen Z buys and advocates based on their values, and the majority of all respondents said that Gen Z not only influences what they buy, but the causes they support, their financial behavior and the way they conduct themselves in the workplace. Gen Z is asking more questions about the companies behind their products—they want to make sure the things they buy are ethically sourced and that employees are treated fairly—and other cohorts are following suit. The generation is known to be action-oriented and very sensible.Courtney Miller, Edelman EVP When Jackie Cooper, senior advisor and chief brand officer at Edelman, conducted a panel with six CMOs, their primary concern was how to get it right with Gen Z, which is more wary of advertising than any other age group. When Cooper was in a board room pitching research to a pharmaceutical company, the sentiment from the client was, "If we don’t plan with Gen Z in mind, we aren’t going to be ready for tomorrow." This pent-up demand has driven Edelman to create a Gen Z lab, which is spearheaded by "ZEO" Harris Reed, a British American fashion designer. The lab consists of 100 Gen Z representatives that will assist with client briefs, gut check advertising decisions and advise clients on how to meaningfully reach an ad-resistant generation that demands brand action. “The generation is known to be action-oriented and very sensible, and they’re currently dominating the currency of influence,” said Courtney Miller, Edelman’s executive vice president and planning director. “They are creating content and are the primary authors, which is influencing how we consume our information.” All respondents in the study were four times more likely to support a brand that takes action on issues like racial justice and healthcare access, and the majority of respondents are attracted to brands that “make the world a better place,” as well as make them feel safe and address their worries. This overall sentiment is spearheaded by Gen Z, which Cooper said is more forensic about their business research than any other generation. “It is the generation of sensibility,” said Cooper. “They are asking more questions and planning for financial security. These are questions that previous youngsters would have never had in their minds.” Gen X Truly Is the Lost Generation—Especially in Marketing