This month’s report from Edelman’s Gen Z Lab introduces the great divide between Gen Z 1.0 (age 23-29) and Gen Z 2.0 (age 13-22). This divide is marked by diverging beliefs and behaviors, including distinct differences across politics, algorithms, and institutional trust.
We spoke with Drew Mitchell, U.S. Lead for the Gen Z Lab, to understand more on the findings.
Can you summarize what’s going on between Gen Z 1.0 and Gen Z 2.0?
DREW: Since everyone started talking about Gen Z, it's been so focused on: What does Gen Z think about this? What is Gen Z going to do? But this report, using new data from the Edelman Trust Institute, actually helps to show some of the core differences [between 1.0 and 2.0]. Gen Z 1.0 was out of school when COVID hit, while Gen Z 2.0 was still going through their education process. Gen Z 1.0 is more trusting than the global average and Gen Z 2.0 is significantly lower trusting. So, something about those COVID years is what really caused this shift in how Gen Z is processing information and what they're doing with it.
So, with that in mind, should brands be segmenting differently between Gen Z audiences?
DREW: I think you can get carried away in segmenting, but you need to be mindful of the different ways that [Gen Z is] affected by the algorithm. Gen Z 1.0 is more formed by Instagram and Twitter/X. Gen Z 2.0 is much more fueled and funneled by TikTok, where the algorithm is moving you in a way that you can't control. So I think that's why we're seeing so much of Gen Z 2.0’s different, more extreme views because they are being shaped by a different algorithm entirely. You’ve got to find new ways of reaching them and proving to them that what you're saying is true.
What would you say is the key to getting Gen Z on your side?
DREW: Show them that you are there for them, that you understand what they're going through. We talk a lot in the report about how Gen Z is really the most financially stressed generation that we've ever seen. We have significant year-over-year increases in what they're worried about, from bills to climate. Gen Z has only known crisis, especially the 2.0s. Gen Z 1.0 was living in a time where social movements felt like they could achieve something. Gen Z 2.0 (and now a lot of Gen Z 1.0) doesn't feel like they have the agency to make change in the world. And so I think that's a clear opportunity for brands.
There’s a stat in the report which says that half of Gen Z employees feel more comfortable talking to AI than their own manager. How would you counsel employers to build deeper engagement with the Gen Z workforce?
DREW: You need to be accessible, open, accepting, and you need to evolve the way you are communicating to reach Gen Z in a more authentic way. Business leaders, employers, and bosses have an obligation to lean in and wrap themselves around Gen Z to help them through this moment of technological change. We are going through extreme shifts right now in the world in terms of tech, and it's unfortunately affecting a lot of young workers.
From the get-go, Gen Z 2.0 already expects brands and institutions to fall short. How can these organizations raise the bar?
DREW: I think it's really [about] a clear return on relationship for these Gen Z audiences. Right now Gen Z feels like they're getting something from brands. They feel like these brands are seeing them. They are showing up as partners that think like them. Bring what is comfortable to Gen Z, bring what they know, show that you are a part of their culture, and then they'll stick with you. They'll come back, they'll keep coming back, and over time, that trust is really built effectively. Because right now they're getting disappointed by a lot.
Drew Mitchell is Senior Vice President of Brand Purpose and the U.S. Lead for the Gen Z Lab at Edelman.
