The influence of Gen Z will not fade, it is driving long-lasting changes to the culture. Just look at the #artofnoticing trend on TikTok, in which Gen Z is posting vignette-style snapshots capturing beautiful, but rarely-emphasized, day-to-day moments. Gen Z is 3.5x more likely to buy from brands that commit to this issue. When we asked Edelman's Gen Z Lab about AI, a surprising majority admitted to being totally scared by it. Despite the micro and macro circumstances at play, Gen Z strives to combat inequality, climate change, and more.

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