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Edelman Trust Barometer – The Power of Gen Z

“This isn’t the influencer generation. This isn’t the cancel generation. This isn’t even the TikTok generation. This is the generation of sensibility. Preceding generations have idolized the unrealistic, prioritizing aspirational objectives, and often overlooking basic elements like humanity, our planet, and at times the truth for the sake of self, innovation, wealth, and immediacy. In a newly released report, we see a new, globally unified generation on the rise that is set on course correcting and getting our world back to basics. They want to solve humanity’s most glaring issues, they desire safety, value realism and are making sensibility the new standard. Their pragmatism will power the world.”

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