Since day one, Edelman’s Gen Z Lab has said: Know Gen Z. Know the future.

That still holds. What’s changed is where Gen Z is choosing to show up, and where they’re stepping back.

They’re still values-driven. Still paying attention. Still willing to push for change. But after years of crisis, chaos, and overload, they’re far more selective about what’s worth the effort. Where they lean in matters, but knowing where they lean out matters even more.

Gen Z doesn’t expect brands to be perfect, but they do expect you to notice how the ground has shifted, acknowledge that times are hard and keep proving you actually get it.

That’s why Gen Z-eitgeist 2026 looks at 10 global trends through a simple lens: what’s out – and what’s in.

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