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.
Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually. The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume.
Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication.
Moderated by Fred Cook, the conversation addresses key questions, including:
In what ways is Gen Z more similar to their parents than expected?
How do their views on stability, risk, and tradition split across subgroups?
Why does financial anxiety shape so many of their decisions?
What should communicators understand about Gen Z’s internal diversity?
How can media literacy become a strategic asset in engaging Gen Z?
Key Discussion Highlights
The report identifies three mindsets within Gen Z:
Neo-Traditionalists value stability and lean toward conservative ideals
Fluid Pragmatists take a cautious, balanced approach to major life decisions
Internet Age Explorers reject conventional paths in favor of experimentation and experience
Money as a Central Concern
Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.
A New Life Timeline
Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven.
The Implications for PR
Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement.
Media Literacy as a Core Competency
Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value.
Time markers
00:00 — Understanding Gen Z: A New Perspective
06:41 — The Three Cohorts of Gen Z
12:09 — Fluid Pragmatists: The Middle Path
17:37 — Internet Age Explorers: The Experimental Group
25:18 — Navigating the Future of PR with Gen Z
31:21 — Media Literacy and the Information Diet of Gen Z
Find the report here:
Gen Z: Life, Actually – Day One Agency
https://d1a.com/perspective/genz-life-actually