Edelman – Gen Z Lab 2026

This report tracks how Generation Z navigates a complex world marked by crises, nonstop information, rising costs, and geopolitical shifts.

It examines how Gen Z spends their time, works, believes, and seeks belonging. Key insights include Gen Z's emotional minimalism as a form of self-defense, their shift from self-expression to escapism and safety in culture, and their preference for passive social media consumption. Despite seeking smaller social circles, Gen Z experiences higher loneliness rates, and brands are advised to offer gentle, low-pressure engagement opportunities.