Overseen by Edelman’s Global Brand Director, Jackie Cooper, the offering will “bring expertise, perspective and guidance to clients looking to effectively engage the Gen Z consumer”, with the aim of evoking change on issues such as diversity, sustainability and climate change.
Cooper said: “We need to understand what is moving Gen Z and what is losing it. We need to have people within this generation to guide us.
Fluid fashion designer Harris Reed will serve as the division’s “ZEO” from July, acting as a “cultural and creative advisor.”
He said: “It was my dream to make a meaningful difference with big business in a meaningful way. I’m excited to work collectively with the Edelman Gen Z team to help Edelman customers understand where the opportunities lie, while ensuring they have the agility, creativity, and cultural relevance to produce impact for real change and understanding.
Amanda Edelman, daughter of agency founder Richard Edelman, will take on the role of Gen Z COO.
The Gen Z Global Lab is expected to contain a roster of internal and external on-call advisors, and a data hub dedicated to generational information.
This launch follows Edelman’s decision The Power of Generation Z research study last year, which the agency said “spurred enthusiastic demand from the company’s C-suite customers who had expressed hesitation about how to effectively market to the generation Z without triggering a negative reaction”.
Richard Edelman said: “Our data identified the power of Gen Z to inspire and lead beyond their generation in the questions they ask brands: how do you treat employees, what do you do to help others and how do you solve the world’s most important problems? glaring problems? With the lab, we empower Gen Z to lead the change they want to see in the world. This is an essential action that will build trust with this generation. »
Earlier this week, Edelman announced that its multicultural practice has increased by 68% in two years. He also announced hiring a UK government communications strategist in its EMEA division.