Today marks the release of our comprehensive new report, “Unveiling Gen Z: What They Want You to Know in Their Own Words,” highlighting the distinct social dynamics that shape Gen Z behavior and brand engagement.
This report is the culmination of a months-long collaboration between industry experts at ACC and 14 incredible graduate students at USC Annenberg School for Communication and Journalism. Collectively dubbed the USC Annenberg X ACC Think Tank, this directed research course was designed for public relations students to explore contemporary challenges, identify emerging trends, and gain deeper insight into what shapes culture. We’re so thrilled to present a report that truly captures the voice of this complex, crucial demographic.
Top takeaways include:
🌟 IDENTITY EVOLUTION (ZEGOS) Gen Z embraces multiple identities beyond traditional markers, thriving in niche communities and seeking brands that understand their layered interests.
😂 SATIRICAL MARKETING Humor, especially satire, plays a crucial role in how Gen Z engages with brands, often turning unintended content into powerful connections.
🌐 THE EXPANDED “THIRD PLACE” Gen Z seamlessly transitions between online and IRL communities, creating a unique ecosystem (Zegosystem) around their passions.
💸 SOCIAL CURRENCY Social validation and engagement heavily influence Gen Z’s purchasing decisions, with peer and influencer reviews being top motivators.
For more insights and to explore the full report, head to the link below!
Think Tank team:
Matthew Calma, Samantha Carpintero, Fernando Cienfuegos, Hien Dong, Victoria Fetzer, Midori Jenkins, Andre Kar, Michael Kittilson, Arantxa Landa, Paola Nieto, Mary-Kathryn R., Amrita Sundaresan, Rafiq Taylor, Grayson Wolff
Think Tank leadership:
Michael Nyman, Monica Chun, Professor Matthew Le Veque, Madison Grubb, Antonia Abramowitz
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Sounds like the perfect summer self-care staycation!