Gen Zeitgeist | PRWeek US

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href="https://www.prweek.com/article/1892922/pr-101-public-relations" title="PR 101" target="_blank">PR 101</a> </li> </ul> </nav> <div id="gridTop" class="grid1"> <div class="zone">  <div id="u401Ad" class="commercialSlot" data-location-code="U" data-sizes="970x90|970x250|940x90|958x30"></div> <div class="textHtmlModule"> <p style="margin: 0px;"><img src="https://cached.offlinehbpl.hbpl.co.uk/pageCreator/GRP/richedit/PRWeek-Gen-Zeitgeist-banner-rev-1.png" width="100%"></p> </div> </div> </div> <div class="group1"> <div class=""> <div class="grid1"> <div class="zone">  <div class="textHtmlModule"> <p><em> Gen Z is shaping the future of work across every profession — including PR. In PRWeek’s Gen Zeitgeist weekly column, the students and young professionals who are defining this industry shift discuss their perspective on topics from mentoring, job hunting, advice, work-life balance, culture and ongoing change in the agency world.</em></p> </div> <div class="articleModule withImages genericModule"> <div class="moduleContent"> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1906889/gen-z-isnt-buying-black-history-month-campaigns-brands-scaling-back-dei" title="PRWeek Gen Zeitgeist workmark on clip art of diverse people"><img alt="PRWeek Gen Zeitgeist workmark on clip art of diverse people" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/Gen-Z-Diversity-GettyImages-1974014553-PRW.jpg" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1906889/gen-z-isnt-buying-black-history-month-campaigns-brands-scaling-back-dei" data-url="https://www.prweek.com/article/1906889" data-id="1906889" title="Gen Z isn’t buying Black History Month campaigns from brands scaling back on DEI">Gen Z isn’t buying Black History Month campaigns from brands scaling back on DEI</a> </h3> <span class="byline"> By Kayla Marrero, February 19, 2025 </span> <p>Posting alone isn’t enough to cover anti-DEI behavior anymore, says Adfero’s Kayla Marrero.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1905994/super-bowl-lix-rundown" title="Super Bowl LIX logo"><img alt="Super Bowl LIX logo" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/PRWGenZeitgeistArticleHeader-Revamp(14).png" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1905994/super-bowl-lix-rundown" data-url="https://www.prweek.com/article/1905994" data-id="1905994" title="Super Bowl LIX rundown">Super Bowl LIX rundown</a> </h3> <span class="byline"> By Kaelin Trombly, Weber Shandwick, February 12, 2025 </span> <p>The power plays, tech takeover and new face of football showcased during Sunday night’s Big Game, according to Weber Shandwick’s Kaelin Trombly.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1905047/gen-z-predictions-super-bowl-lix" title="PRWeek Gen Zeitgeist wordmark on picture of the Super Bowl LIX logo"><img alt="PRWeek Gen Zeitgeist wordmark on picture of the Super Bowl LIX logo" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/Gen-Z-Super-Bowl-LIX-GettyImages-RM-2187872583-PRW.jpg" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1905047/gen-z-predictions-super-bowl-lix" data-url="https://www.prweek.com/article/1905047" data-id="1905047" title="Gen Z predictions for Super Bowl LIX">Gen Z predictions for Super Bowl LIX</a> </h3> <span class="byline"> By Sofia Staub, February 05, 2025 </span> <p>Influencers, pop culture and Taylor Swift still run the show, says Merritt Group’s Sofia Staub.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1904158/pop-culture-fluency-brands-new-universal-language" title="PRWeek Gen Zeitgeist workmark on clip art of text bubbles"><img alt="PRWeek Gen Zeitgeist workmark on clip art of text bubbles" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/PRWGenZeitgeistArticleHeader-Revamp(3)(1)_1.png" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1904158/pop-culture-fluency-brands-new-universal-language" data-url="https://www.prweek.com/article/1904158" data-id="1904158" title="Pop culture fluency is brands’ new universal language">Pop culture fluency is brands’ new universal language</a> </h3> <span class="byline"> By Avani Johnson, January 29, 2025 </span> <p>Pop culture isn’t just a hobby anymore. The online trends of 2024 are changing the way brands engage with audiences, says Hirsch Leatherwood’s Avani Johnson.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1903176/c-suite-executives-need-embrace-power-linkedinfluence" title="PRWeek Gen Zeitgeist workmark on clip art of megaphone expelling exclamation symbols"><img alt="PRWeek Gen Zeitgeist workmark on clip art of megaphone expelling exclamation symbols" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/Gen-Z-Megaphone-yelling-GettyImages-1273931397-PRW.jpg.png" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1903176/c-suite-executives-need-embrace-power-linkedinfluence" data-url="https://www.prweek.com/article/1903176" data-id="1903176" title="C-suite executives need to embrace the power of LinkedInfluence">C-suite executives need to embrace the power of LinkedInfluence</a> </h3> <span class="byline"> By Ellie Dover, January 22, 2025 </span> <p>Executives who actively and authentically engage with their audiences on LinkedIn better resonate with younger generations, says Ellie Dover.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1902321/consumers-brands-new-creators" title="PRWeek Gen Zeitgeist workmark on clip art of boxes in a shopping cart"><img alt="PRWeek Gen Zeitgeist workmark on clip art of boxes in a shopping cart" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/PRWGenZeitgeistArticleHeader-Revamp(13).png" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1902321/consumers-brands-new-creators" data-url="https://www.prweek.com/article/1902321" data-id="1902321" title="Consumers are brands’ new creators">Consumers are brands’ new creators</a> </h3> <span class="byline"> By Caylie Poola, January 15, 2025 </span> <p>Brands prioritizing in-person activations in 2025 should put inclusivity and its customers at the forefront, says Allen & Gerritsen’s Caylie Poola.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1901451/current-m-a-landscape-shaping-gen-zs-career-trajectory" title="PRWeek Gen Zeitgeist workmark on clip art fish eating smaller fish eating a coin"><img alt="PRWeek Gen Zeitgeist workmark on clip art fish eating smaller fish eating a coin" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/PRWGenZeitgeistArticleHeader-Revamp(12).png" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1901451/current-m-a-landscape-shaping-gen-zs-career-trajectory" data-url="https://www.prweek.com/article/1901451" data-id="1901451" title="How the current M&A landscape is shaping Gen Z’s career trajectory">How the current M&A landscape is shaping Gen Z’s career trajectory</a> </h3> <span class="byline"> By Alana MacLeod, January 08, 2025 </span> <p>Larger holding companies and specialized, indie shops each have their own benefits for young professionals amid a rise in consolidation, says Alana MacLeod.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1900275/gen-z-optimistic-why-isnt-reflected-brands" title="PRWeek Gen Zeitgeist workmark on clip art cloud with latter going through it"><img alt="PRWeek Gen Zeitgeist workmark on clip art cloud with latter going through it" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/Gen-Z-Cloud-latter-GettyImages-2177950855-PRW.jpg" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1900275/gen-z-optimistic-why-isnt-reflected-brands" data-url="https://www.prweek.com/article/1900275" data-id="1900275" title="Gen Z is optimistic. Why isn’t it reflected by brands?">Gen Z is optimistic. Why isn’t it reflected by brands?</a> </h3> <span class="byline"> By Reid Litman, December 18, 2024 </span> <p>Smart brands will tap into the generation’s practical positivity instead of their fears, says Ogilvy’s Reid Litman.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1899408/growing-outside-us-profoundly-influenced-professional-career" title="PRWeek Gen Zeitgeist workmark on clip art of businessperson sitting on top of globe using laptop"><img alt="PRWeek Gen Zeitgeist workmark on clip art of businessperson sitting on top of globe using laptop" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/Gen-Z-work-remote-GettyImages-1409103762-PRW.jpg" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1899408/growing-outside-us-profoundly-influenced-professional-career" data-url="https://www.prweek.com/article/1899408" data-id="1899408" title="Growing up outside of the U.S. ‘profoundly’ influenced my professional career">Growing up outside of the U.S. ‘profoundly’ influenced my professional career</a> </h3> <span class="byline"> By Mariana Buitrago Figuera, December 11, 2024 </span> <p>Venezuelan warmth, values and mannerisms, combined with Gen Z authenticity, is Manifest Group’s Mariana Buitrago Figuera’s secret to success in the workplace.</p> </div> </div> <div class="storyContent"> <div class="thumbnail"> <figure> <a href="/article/1898542/brand-collabs-exactly-need-during-holiday-season" title="PRWeek Gen Zeitgeist workmark on clip art of people from above inside colorful circles"><img alt="PRWeek Gen Zeitgeist workmark on clip art of people from above inside colorful circles" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/140/cached.offlinehbpl.hbpl.co.uk/news/ORP/Gen-Z-business-collab-GettyImages-1299577023-PRW.jpg" /></a> </figure> </div> <div class="contentWrapper"> <h3> <a href="/article/1898542/brand-collabs-exactly-need-during-holiday-season" data-url="https://www.prweek.com/article/1898542" data-id="1898542" title="Brand collabs are exactly what we need during the holiday season">Brand collabs are exactly what we need during the holiday season</a> </h3> <span class="byline"> By Julia Beasley, December 04, 2024 </span> <p>Mutually beneficial collaborations are joyful ways to boost consumer awareness and test creative ideas, says Precision Strategies’ Julia Beasley.</p> </div> </div> </div> <footer> <p><a href="https://www.prweek.com/search/articles?TagId=29630&HeadlinesOnly=false&SortOrder=1">Discover more Gen Zeitgeist articles</a></p> </footer> </div> </div> </div> </div > </div> <div class="group2 grid1"> <div class="zone">  <div id="r1301Ad" class="commercialSlot" data-location-code="R1" data-sizes="300x250|300x600|600x300"></div> <div class="textHtmlModule"> <style></style> <div style="text-align: center;"> <div style="display: inline-block; 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