Gen Z have been shaped by recessions, the pandemic, geopolitical instability, not to mention financial insecurity and world changing technology.

That's the finding of the Edelman Gen Z Lab as told to me by the leader of the project Jackie Cooper. Most powerfully she explains that Gen Z's have a 'visceral need for safety' - that's financial, social, cultural and even physical.

They respond to fear by asking questions and wanting to be heard, which older generations often misread as entitlement or disrespect for hierarchy.

Politically, Gen Z is fragmented. Younger Gen Zs, especially boys/young men, are leaning more conservative and drawn to strong-man archetypes; older Gen Zs, shaped by Obama / BLM, are more idealistic about progressive politics. Algorithms and “TikTok-isation” amplify those splits.

I was blown away to see Jackie Cooper from Edelman talk about the research that the company has done to understand the new generation of workers entering the workplace - I think you'll love this discussion.

You can read the report here

Full transcript on the website.

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