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

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.