Life Actually: A No Bullshit Study on the Future Gen Z Wants ft

Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually. The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume.

Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication.

Moderated by Fred Cook, the conversation addresses key questions, including:

In what ways is Gen Z more similar to their parents than expected?

How do their views on stability, risk, and tradition split across subgroups?

Why does financial anxiety shape so many of their decisions?

What should communicators understand about Gen Z’s internal diversity?

How can media literacy become a strategic asset in engaging Gen Z?

Key Discussion Highlights
The report identifies three mindsets within Gen Z:

Neo-Traditionalists value stability and lean toward conservative ideals

Fluid Pragmatists take a cautious, balanced approach to major life decisions

Internet Age Explorers reject conventional paths in favor of experimentation and experience

Money as a Central Concern
Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.

A New Life Timeline
Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven.

The Implications for PR
Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement.

Media Literacy as a Core Competency
Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value.

Time markers
00:00 — Understanding Gen Z: A New Perspective
06:41 — The Three Cohorts of Gen Z
12:09 — Fluid Pragmatists: The Middle Path
17:37 — Internet Age Explorers: The Experimental Group
25:18 — Navigating the Future of PR with Gen Z
31:21 — Media Literacy and the Information Diet of Gen Z

Find the report here:
Gen Z: Life, Actually – Day One Agency
https://d1a.com/perspective/genz-life-actually

A production of the USC Annenberg Center for Public Relations at the University of Southern California.
Host, Fred Cook
Executive Producer, Ron Antonette
Season 6 Producers, Javiera Contreras, Anahita Mehra, Joe Carreon, Marshall Winfield
Created by ZaZu Lippert
 

LINKS
Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.