Eat Sleep Work Repeat - better workplace culture What Gen Z need from work
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Nov 25, 2025 Jackie Cooper, leader of Edelman's Gen Z Lab, dives into the unique attitudes of Gen Z shaped by economic and social upheavals. She reveals their 'visceral need for safety' across various dimensions like financial stability and cultural belonging. Jackie discusses the political fragmentation within Gen Z, contrasting younger males' conservatism with older Gen Z's idealism. She emphasizes their demands for transparency from employers and critiques their complex relationship with technology, advocating for genuine conversations between generations.
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Visceral Need For Safety
- Gen Z shows a visceral need for safety across financial, social and physical domains.
- They respond to fear by asking questions and demanding to be heard rather than accepting hierarchy.
Generation Is Politically Fractured
- Gen Z is fragmented politically with younger males leaning conservative and older Gen Zs more progressive.
- Algorithms and platform dynamics amplify these splits and accelerate polarisation.
Companies Can Win Gen Z Trust
- Gen Z trusts companies and often trusts CEOs more than institutions, conditional on transparency and access.
- They want to see corporate impact and clear communication about what companies are doing in the world.