Welcome to Season 2 of Future Imagined, where Jo Lepore, Global Foresight Lead for North America, helps us explore youth values, behaviors, and tensions that will likely shape our future. What are the challenges and drivers of Gen Z, and how do they differ from previous generations?

Climate change, social issues, mental health, and real action to create change are common themes that are important to today’s youth. In this episode, Mark Adams (SVP, VICE) talks about the impact-driven optimism, or “willfulness” of Gen Z. MaryLeigh Bliss (VP Content, YPulse) shares research on a new kind of activism of our youth, and Katy Guan (Group Planning Director, BBDO Shanghai) tells us how youth in China engage in online movements to support or boycott brands due to their increasing social responsibility to support local and rural areas.

So how should brands weigh in on social issues that Gen Z cares about? Join us as we look past the hype to get closer to understanding what’s truly motivating this impactful generation.

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All views are those of the podcast hosts and guests only and do not necessarily reflect the views of their employer(s).