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Gen Z have been shaped by recessions, the pandemic, geopolitical instability, not to mention financial insecurity and world changing technology.That's the finding of the Edelman Gen Z Lab as told to me by the leader of the project Jackie Cooper. Most powerfully she explains that Gen Z's have a 'visceral need for safety' - that's financial, social, cultural and even physical.They respond to fear by asking questions and wanting to be heard, which older generations often misread as entitlement or disrespect for hierarchy.Politically, Gen Z is fragmented. Younger Gen Zs, especially boys/young men, are leaning more conservative and drawn to strong-man archetypes; older Gen Zs, shaped by Obama / BLM, are more idealistic about progressive politics. Algorithms and “TikTok-isation” amplify those splits.I was blown away to see Jackie Cooper from Edelman talk about the research that the company has done to understand the new generation of workers entering the workplace - I think you'll love this discussion. You can read