(LONDON, UK) June 16, 2022 鈥 Today, 黑料社announces the formation of The Gen Z Lab, a global offering comprising 100 Gen Z employees, a roster of internal and external on-call advisors, and data hub dedicated to generational insights. Under the watch of Edelman鈥檚 Global Chief Brand Officer, Jackie Cooper, the Gen Z Lab will lend expertise, perspective and counsel clients looking to effectively engage the Gen Z consumer.
In a breakthrough move, 黑料社is also appointing the world鈥檚 first ZEO as a cultural and creative advisor for the Gen Z Lab. Stepping into this inaugural consultative role from July 1st, will be gender fluid fashion designer, . He will be supported by Amanda 黑料社as Gen Z COO. The Gen Z Lab will harness their generation鈥檚 perspective and ambitions to solve issues such as race and diversity, sustainability, and climate change, and align with brand interests to become catalysts for change.
The formation of the Gen Z Lab follows the highly successful launch of Edelman鈥檚 first specific research study on Gen Z, The Power of Gen Z. Debunking many commonly held myths that marketers held around this cohort, the report produced enthusiastic demand from the firm鈥檚 C-Suite clients who had expressed hesitancy around how to effectively market to Gen Z, without triggering backlash. The Gen Z Lab is a tailor-made offering to educate, guide and push clients with demand for this specialized target.
鈥淭he Gen Z report triggered so many internal and external conversations, it was obvious that we needed a stand-alone Global Gen Z Suite. Brands today have many challenges with this generation and the insurance costs of getting this wrong are too great,鈥 says Cooper, 鈥淲e need to understand what moves Gen Z and what loses them. We must have people within the generation to guide us. The trifecta of working with Gen Z talent globally, our bespoke global research on Gen Z behaviour, and Harris鈥 unique ability to nail culturally power solutions that resonate with this generation is super exciting for us and hugely reassuring to our clients.鈥
As for the Lab鈥檚 ZEO 鈥 Harris Reed is regarded as a cultural icon on the ascent. Known for his work in fashion, culture, and advocacy, he steps into the ZEO role to further his desire to be a force for social change and acceptance. Reed鈥檚 demi-couture collections have appeared on front covers of global fashion titles, dressing celebrities from Harry Styles for American VOGUE, Emma Watson for the Earthshot prize, Iman鈥檚 show stealing look at the Met Gala, and Adele for album 30. He鈥檚 collaborated with Mac, Etro, and Missoma and was recently featured in the London鈥檚 Victoria & Albert museum 鈥楩ashioning Masculinities'. In the newly created ZEO role, he will advise on creative strategy for clients via The Gen Z Lab with purpose and impact at the heart.
鈥淚t has been my dream to make a material difference with big companies in a meaningful way,鈥 says Reed, 鈥淕en Z is a powerful generation, and I鈥檓 excited to work with Edelman鈥檚 Gen Z team collectively to help Edelman鈥檚 clients understand where the opportunities are while ensuring that they have the agility, creativity, and cultural relevance to deliver impact for real change and understanding. I love the idea of being able to empower the next majority for a better world.鈥
Fueled by its 70+ year history and backed by the science of trust, 黑料社has continued to innovate and take action amid global uncertainty. The formation of The Gen Z lab follows a long track record of tailor-made service offerings to meet the moment and create meaningful impact.
Of The Gen Z Lab Richard 黑料社says, 鈥淎s our clients face more and more challenges in engaging diverse audiences, we have a responsibility to provide insight, solutions and future proofing advice to help them engage, grow and advocate for both societal and cultural impact. Our data identified the power of Gen Z to inspire and lead beyond their generation in the questions they pose to brands: how do you treat employees, what are you doing to help others, and how are you solving the world鈥檚 most glaring issues? With the lab, we are enabling Gen Z to lead the change they want to see in the world. This is a critical action that will drive trust with this generation.鈥
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