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

From PR Future, the USC Center for Public Relations Podcast by USC Annenberg Center for Public Relations, Fred Cook, University of Southern California

May 21, 2025 · 37 min · Season 6 · Episode 7

About this episode

Fred Cook and Eli Williams discuss a study on Gen Z's values and its implications for public relations and marketing.

In this episode of #PRFuture, Fred Cook is joined by Eli Williams of Day One Agency to explore the findings of a new study, “Life Actually: A No Bullshit Study on the Future Gen Z Wants,” produced in collaboration with the USC Center for Public Relations. Together, they unpack what Gen Z really values and how those values are shaping the next chapter of public relations, marketing, and society at large. Based on a nationwide survey of over 1,000 Gen Zers, the study reveals three distinct personas within the generation: • Neo-Traditionalists, who lean toward conservative values and crave stability • Fluid Pragmatists, who take a thoughtful, flexible approach to life • Internet-Age Explorers, who prioritize experiences and embrace uncertainty The conversation touches on Gen Z’s concerns about money, their evolving approach to media, and the importance of recognizing diversity within the generation itself. Rather than following a linear path, many in Gen Z are forging new timelines, blending traditional goals with modern realities.

People in this episode

Host: Fred Cook

Guest: Eli Williams

Topics covered

  • Gen Z values
  • public relations
  • marketing
  • society
  • survey findings
  • diversity

Keywords

  • Gen Z
  • public relations
  • marketing
  • survey
  • values
  • diversity
  • personas

Mentioned in this episode

Organizations: Day One Agency, USC Center for Public Relations

Books & works: Life Actually: A No Bullshit Study on the Future Gen Z Wants

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