Gen Z isn't just disappointed with society; they're deeply aggrieved, leading to widespread distrust in government, businesses, media, and brands. Edelman's "Gen Z & Grievance" report, based on a global survey of over 33,000 people, reveals this mounting frustration.A significant 58% of Gen Z feels moderately or highly aggrieved, driven by fear and insecurity. Safety and security are paramount concerns for 72%, while 37% fear job loss?Çöthe highest among all generations. Compounding this, 39% experience constant future uncertainty.This grievance translates to resentment against institutions perceived as failing them. In the US, a staggering 50% of Gen Z has "very little" trust in Congress, with only 3% expressing "great deal" of trust. Similarly, in the UK, 58% trust social media from friends as much as, or more than, traditional media.Brands aren't spared either. While 58% of brand leaders believe they meet social responsibility expectations, only 15% of Gen Z consumers agree. Yet, 72% want brands to actively address social issues, demanding action over mere words.Adding to the tension, 66% of Gen Z believes leaders and media are deliberately misleading them. Alarmingly, 53% consider "hostile activism," including online attacks and violence, acceptable for change.To address this, brands are advised to consistently provide Gen Z with safety, security, and future opportunities. Incorporating hope and humour, and fostering community and connections, are also crucial strategies.

Burson, the global communications leader purpose-built to create value for clients through reputation, recently published a global report on Gen Z adults?ÇÖ attitudes toward health, Gen Z: Calling for Healthcare Connection and Change. The report?ÇÖs India-specific findings offer interesting insights into Gen Z?ÇÖs perceptions and preferences related to healthcare services and providers. Gen Z is redefining health and wellness, prioritising preventive care like never before. With access to digital health tools, personalized wellness plans, and mental health resources, they are making informed decisions about their well-being. Their emphasis on self-care, technology-driven health management, and demand for transparency from healthcare providers reflects a shift toward a more engaged and empowered approach to personal health. The report?ÇÖs key findings include: Positive outlook on healthcare: Nearly four in five (78% of respondents) say they experience one positive emotion when taking responsibility for their healthcare.Shifting priorities post-COVID: 67% of respondents say they increasingly focus on physical health and 63% give high importance to mental health.Challenges faced: 53% of the respondents said facing significant challenges regarding affordability and access to quality care as well as misleading information related to health in the online space. In-person care: 66% of Gen Z in India prioritise in-person care and value connections. 77% of Indian Gen Z surveyed further said that they trust doctors and 68% rely on hospitals and clinics. Importance of healthcare service providers: 59% of the Gen Z respondents said that they understand the integral role of healthcare companies in their wellness journey.Alternative treatment options: 53% of Gen Z respondents said they are open to holistic or alternative medical treatment. Deepshikha Dharmaraj, CEO, Burson Group India, said, ?Ç£Gen Z, the digital-native generation, is gradually taking responsibility for their own healthcare. However, a lot of misconceptions and generalisations around their approach to health exist. It?ÇÖs important to share the true picture, and this study provides a comprehensive overview of what this generation values. The insights will be important for healthcare providers, policymakers, and communicators seeking to effectively engage with this demographic.?Ç¥Hemali Mahajan, Managing Director, GCI Health India, said, ?Ç£This report captures key trends and insights essential to understanding the future of the healthcare in India. Gen Z's emphasis on in-person care, coupled with an openness to digital health solutions, presents a unique opportunity for healthcare providers to create integrated and personalised experiences that meet their evolving needs. By addressing the challenges of affordability and accessibility, we can empower this generation to take greater control of their health and well-being.?Ç¥In addition to the global survey, the report includes believability findings from Decipher Health that analysed a select set of the survey?ÇÖs findings affecting?Gen Z audiences. Burson?ÇÖs cognitive AI solution forecasted very high believability scores relative to the survey. Decipher Health, a solution created in partnership with AI company Limbik, is an offer through PR Studio in WPP Open, WPP?ÇÖs intelligent marketing operating system powered by AI.

FleishmanHillard Korea, a leading global communications consulting firm, has signed a partnership with 1MILLION, a global lifestyle dance company, to collaborate on 1MILLION?ÇÖs brand licensing and intellectual property (IP) initiatives.1MILLION operates the largest dance YouTube channel in Korea, boasting over 26 million subscribers, and is beloved by dancers and K-pop fans worldwide. Its significant influence over Gen Z and millennials has led many global brands to seek out creative collaborations with 1MILLION over the years.Combined with FleishmanHillard Korea?ÇÖs strategic expertise and business network, this partnership aims to bolster 1MILLION?ÇÖs global expansion as FleishmanHillard seeks out innovative business opportunities for its network clients and partners leveraging 1MILLION?ÇÖs brand and artist IP.Minja Kim, co-CEO of 1MILLION, said: ?Ç£FleishmanHillard is an ideal partner with a deep understanding of our brand vision, values and artists, which helps us preserve our unique identity. Their expertise and strategic approach were key factors in forming this partnership.?Ç¥James Choi, Senior Vice President and Partner of FleishmanHillard Korea, added: ?Ç£1MILLION embodies a compelling brand philosophy centered on spreading positive energy through dance. We are excited to support the global dissemination of their ?ÇÿINSPIRE MILLIONS?ÇÖ mission to reach an even wider audience through this collaboration.?Ç¥FleishmanHillard currently provides brand and communication consulting services for 1MILLION and has successfully completed ?Ç£Next Concept?Ç¥ artist branding project for its artists, including Lia Kim, Amy, Dohee, Debby, Redy and Harimu.(Image: From left to right, Yeowook Yoon and Minja Kim, co-CEOs of 1MILLION, and James Choi, Senior Vice President and Partner of FleishmanHillard Korea)

Celio, French menswear brand has announced the appointment of Rejoy Rajan as its Head of Marketing & PR. A seasoned marketing professional, Rejoy has over 16 years of experience in Brand Management, Marketing Strategy (B2B & B2C),Customer Experience and Digital Marketing in the retail Industry. Rejoy has a proven track record for delivering innovation and growth to the brands he leads.  Rejoy has held key marketing roles across reputable companies such as JKHC, Diageo, JWT and Arvind Fashions. Having previously worked on both digital & traditional ecosystems of the marketing world, Rejoy comes with robust learnings and skills that will be pertinent to strengthening the consumer connect for Celio India.At Celio India, Rejoy will spearhead the men?ÇÖs fashion label?ÇÖs Marketing Department and overlook key function areas namely Marketing & Public Relations across platforms. ?Ç£We are thrilled to welcome Rejoy to our leadership team to spearhead our brand strategy and integrated marketing efforts. As we continue our rapid growth and aim to enhance our consumer presence in India, Rejoy's extensive experience and proven track record across the industry make him the ideal leader to elevate our brand narrative and drive greater visibility and impact,?Ç¥ said Satyen Momaya, CEO, Celio India.Speaking on his appointment, Rejoy Rajan, Head of Marketing at Celio India shares, ?Ç£It is an absolute honour to be associated with an iconic French brand like Celio. The brand has a strong presence in the country and I am keen to further strengthen its footprint and engage with the Gen Z & Millennials whilst increasing market share. Moreover, I eagerly look forward to learning & growing with the brand and building a community of consumers who resonate with the brand?ÇÖs ethos.?Ç¥When not at work, Rejoy enjoys travelling and cooking.

A recent study conducted by Allison Singapore has revealed a significant disconnect between employees and their organisations, highlighting the urgent need for improved internal communications. The research, underscores the pivotal role of effective communication in fostering employee engagement and driving business success.To mark its 10th anniversary, Allison Singapore surveyed over 1,000 full-time professionals in Singapore. The findings, presented at a lively industry event featuring senior communicators from Unilever, GWI, SAP, and other leading organizations, offer valuable insights for businesses seeking to strengthen their employee relationships.A staggering 54% of respondents expressed dissatisfaction with their company?ÇÖs internal communications, with this figure climbing to 59% in larger organizations. The research clearly demonstrates a strong correlation between effective communication and employee engagement. Those who positively perceive internal communications are significantly more likely to understand company goals, appreciate core values, and feel aligned with the organization's direction.?Ç£These findings really underscore the significance of good employee communications, especially today as organizations and leaders are being challenged to demonstrate shared purpose and values in order to strengthen trust and partnership with their people,?Ç¥ said Adeline Goh, Allison APAC?ÇÖs corporate lead and general manager in Singapore. ?Ç£Increasingly, clients are telling us that their employees have become their number one stakeholder, and we have found many organizations ?Çô large and small ?Çô are playing catch-up with employee engagement these past few years, with the fast-changing work and business realities.?Ç¥   Generational Differences and DEIThe study also delved into generational differences and attitudes towards diversity, equity, and inclusion (DEI). While workplace culture and career development opportunities emerged as top priorities for employees across all age groups, specific preferences varied. Gen Z prioritized alignment with company values, millennials favored remote work options, Gen X emphasized company mission and purpose, and baby boomers valued workplace culture.When it comes to DEI, age was identified as the most resonant aspect, followed by race/ethnicity and gender. This highlights the need for organizations to tailor their DEI initiatives to address the specific concerns and experiences of different employee groups.The Impact of AIThe study also explored the impact of artificial intelligence (AI) on the workforce. While AI offers immense potential, it also raises concerns about job security. Interestingly, Gen Z expressed the highest level of caution towards AI, reflecting potential anxieties about the future of work.However, the research found that employees who feel connected to their organization's values and culture are more optimistic about AI's potential. This suggests that a positive workplace culture can mitigate fears and encourage a more positive outlook towards technological advancements.?Ç£AI is a transformative force in the workplace and our working relationship with AI is constantly evolving,?Ç¥ said Jo Ling Sun, Senior Trends Analyst at GWI. ?Ç£With AI acting like a co-pilot to employees, it?ÇÖs crucial for organizations to highlight how AI complements human skills and creativity rather than replacing them. By fostering a supportive environment and aligning AI initiatives with core values, companies can address fears and concerns, building trust and confidence among employees in adopting this emerging technology. Embracing AI with a balanced approach not only drives organizational progress but also ensures that the human experience remains at the heart of technological advancements.?Ç¥  Allison Singapore's research provides valuable insights for organizations seeking to enhance internal communications, boost employee engagement, and navigate the challenges and opportunities presented by generational diversity and AI.(Image: L-R: Matthew Della Croce (Allison Worldwide), Syahirah Osman (Unilever Singapore), Jo Ling Sun (GWI), Wai Yi Yik (Former LinkedIn, Microsoft Singapore) and Joanna Frackowiak (SAP)

The Independent, a British newspaper, has appointed W Communications to handle its global media industry and consumer PR activity in the US and UK through the agency's NYLON offering. This combined expertise of W's US and UK teams will enhance The Independent's brand profile in the US advertising market and establish its US-based journalists as leading independent commentators with a unique global perspective.In the UK, W will amplify The Independent's core brand and Independent Media's brand, which was launched in May. Independent Media brings together The Independent, BuzzFeed UK, HuffPost, indy100, Tasty UK, and Seasoned to form Britain's largest publisher network for Gen Z and millennials."The Independent's growth and outstanding success over the last decade has been unprecedented, and no agency knows our story better than W," said Christian Broughton, Independent chief executive and former editor-in-chief.

WE Communications, an independent communications agency, has announced the formation of a local strategic board in the UK deepening its core sector expertise with specialties in AI, tech, sustainability and health. This new initiative aims to provide external insights and advisory support to clients and team members navigating a complex and fast-moving business environment through seminars, events, and training."In today's volatile business and political landscape, it's crucial for organisations to not only be prepared for the unexpected but think about what?ÇÖs next," said Laura Gillen, Managing Director of WE Communications UK. "Our strategic board will play a vital role in helping our clients and teams address pressing issues such as rapid technological advances, regulatory challenges, and political instability."The founding group members will advance the agency's commitment to driving people to positive action and will be formed of independent experts and influential leaders from across multiple sectors: Jane Wakefield, former BBC technology reporter with two decades of experience in journalism, said: "I hope my many years of experience as a technology journalist can help inform WE's clients and make sense of the ever more complex tech landscape we live in." Wakefield's deep expertise will help clients navigate emerging technologies and their implications.  Dr Fiona Adshead, Chair of the Sustainable Healthcare Coalition, bolsters the group?ÇÖs expertise in addressing sustainability and healthcare challenges. "I'm excited to bring my wealth of experience as an influential wellbeing, public health, and sustainability leader to this new initiative," she said. Her insights will help clients understand the intersection of health and sustainability.Bernard Marr, best-selling author and futurist, brings his forward-thinking perspective on the applications of AI. "In an era of technology and business transformation, it's crucial to anticipate and understand emerging trends," Marr said. "WE Communications' commitment to innovation aligns perfectly with my own values."  Dr Max Pemberton, Daily Mail columnist, said: "With my experience both working in the media and on the NHS coal-face, I hope I can bring valuable insights into the ever-changing healthcare landscape for both the WE team and their clients."  Saeed Atcha, MBE, CEO at Youth Leads UK, adds the important voice of younger generations to the board. "I'm excited to be bringing the perspectives of young people to the forefront," Atcha said. "Gen Z and Gen Alpha are incredibly socially aware and engaged, and they are actively contributing to their communities."Gillen concluded: "Our strategic board members, as knowledge leaders, will empower our clients and team to see beyond market complexities and seize new opportunities with confidence."

MSL India, the strategic communications arm of Publicis Groupe, recently launched an exclusive report Make Way for Bharat Z that decodes the lives of India?ÇÖs Gen Z from tier 3 and 4 cities. A one-of-a-kind report, Make Way for Bharat Z decodes the power of India?ÇÖs small-town Gen Z. The report has found that 83% of respondents selected print media as their top source of daily media consumption for information while 86% chose television as their main source of daily media consumption for entertainment. MSL roped in the consumer pulse platform LocalCircles to reach 16,000 Gen Z respondents from 191 tier 3 and 4 cities across India. The report offers valuable insights into the consumer and spending behaviour of Bharat Z that make them stand out from their metro counterparts. Such as This report showcases the diverse nature of India?ÇÖs Gen Z and how they cannot be put in one box. To tap into this evolving consumer pulse, MSL has also launched MSL Mojo, an offering that empowers brands to create assets that inspire and explore partnerships that evoke a sense of community to further accelerate brand voice. Offering innovative solutions like influencer marketing, branded content, and community engagement, MSL Mojo?ÇÖs comprehensive suite of services promises to drive unparalleled engagement and growth for brands.Amit Misra, Chief Executive Officer of MSL South Asia, shared his thoughts on the occasion of the launch of MSL Mojo: ?Ç£Culture is the driving force shaping our future and Gen Z, with their vibrant energy, diverse perspectives, and digital fluency, are at the forefront of this cultural revolution. We at MSL wanted to create a culture engine that would shape opinions, emotions, and consumption. That?ÇÖs how we came up with MSL Mojo, our culture engagement platform that will help brands navigate through these changing times.?Ç¥