Gen Z is influencing purchase decisions for people of all ages. YPulse has called Gen Z the new culture creators, as this generation takes the torch as the demographic creating trends and setting standards for brands. And they’re influencing other generations as well: Edelman’s recent global survey found “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.” In face of demand around how to actually reach the next gen, the agency is launching a “Gen Z lab” of 100 Gen Z team members 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 effort is born out of the feeling that “If we don’t plan with Gen Z in mind, we aren’t going to be ready for tomorrow.” (Adweek)
