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

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Fred Cook kicks off a timely conversation on the future of public relations—through the lens of generational differences and shared experiences. The episode unpacks key insights from the USC Center for PR’s 2025 Global Communication Report: Mind The Gap, which examines how four major forces—AI, hybrid work, media evolution, and polarization—are reshaping the industry and impacting the four generations working within it.

Moderated by Barby K. Siegel, Global CEO of Zeno Group, the panel explores questions like:

How do different generations view AI’s role in the future of PR?

What does true collaboration across age groups look like?

How can organizations foster flexibility without sacrificing culture?

How should communicators approach purpose-driven work amid growing polarization and risk aversion?

AI as a Tool, Not a Replacement: AI is seen as a career-enhancing tool that frees up time for creativity and strategic thinking — but panelists caution against using it as a crutch, emphasizing the need to maintain strong writing and critical thinking skills.

Hybrid Work Expectations: Younger generations value autonomy and flexibility, with many willing to take pay cuts for remote options. But panelists stress that trust, clear expectations, and intentional relationship-building remain critical in hybrid settings.

Media Consumption Gaps: Gen Z leans into social and influencer-driven media, while older generations still prioritize traditional outlets like The New York Times and CNN. The takeaway? Successful communicators must be media-fluid and audience-focused.

The Purpose Divide: Younger employees (especially Gen Z) expect companies to take stands on social issues, even as overall industry willingness to engage has dropped sharply—from 89% in 2023 to 52% in 2025.

Soft Skills Still Reign: From phone calls to peer reviews, interpersonal communication, empathy, and networking remain essential soft skills for all generations.

Call for Collaboration: Panelists advocate for breaking down hierarchies by bringing younger professionals into leadership conversations early and often. Generational gaps should be "galvanized," not just "minded."

Reports: 2025 Global Communication Report: https://annenberg.usc.edu/research/center-public-relations/global-communication-report

Featuring:

• Fred Cook (USC Annenberg Center for PR)
• Kelly McGinnis (Levi Strauss & Co.)
• Sona Iliffe-Moon (Yahoo)
• Bill Imada (IW Group)
• Kyndall L. Echols (fashion & brand communications consultant)

Host: Fred Cook (@fredcook),Chairman Emeritus of Golin, Director of the USC Center for Public Relations,

Author of Improvise: Unorthodox Career Advice from an Unlikely CEO

Executive Producer: Ron Antonette

Producers: Joe Carreon and Javiera Contreras

Follow us: @USCCenterforPR on X, Instagram, and Facebook

Subscribe to our newsletter: News from the USC Center for Public Relations
Learn more: https://annenberg.usc.edu/research/center-public-relations

This episode was recorded live at USC Annenberg.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Burghardt Tenderich, Professor of Professional Practice at USC, speaks to Chantelle Darby, VP of Communications for the global Venture Capital firm, Accel. Chantelle started her career on the agency side before leading Yelp through an IPO and working with Sheryl Sandberg on Lean In. Chantelle covers these roles and offers crucial advice for students and young professionals starting out in the industry.

Featuring: Chantelle Darby, VP Communications, Accel

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Executive Producer: Ron Antonette

Producers: Marshall Winfield,

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Faryar Borhani, Sona-Iliffe Moon, Jeff Beringer, Christina Bellantoni, and Michael Kittilson join Fred Cook to discuss the USC Annenberg Center for Public Relations' latest Relevance Report: AI Activated. The conversation covers governance, training and up-skilling, augmentation and more as we delve into how global institutions are handling the increased presence of AI, embracing change, and utilising the tools available.

Featuring:

Faryar Borhani: Faryar is the Chief Communications Officer at Encore Capital Group and has been a USC Annenberg Center for Public Relations Board Member since June 2024.

Sona Iliffe-Moon: Sona is currently the Chief Communications Officer at Yahoo. Prior to this, Sona was at Facebook and Lyft among other companies. Sona is also a USC alum having completed an MA in Strategic Public Relations at USC Annenberg.

Jeff Beringer: Jeff has been with Golin for over two decades and currently serves as their first Chief AI Officer. Jeff previously led marketing and transformation teams at IPG and web relations at Weber Shandwick.

Christina Bellantoni: Currently director of the Media Center at USC Annenberg, Christina was previously the Assistant Managing Editor of the LA Times and Editor-in-Chief at Roll Call.

Michael Kittilson: Michael is a USC Graduate student in Annenberg's PRA program. He leads multiple collaboration efforts with the PR Center's partners and is a Senior Research Associate at USC Annenberg Center for Climate Journalism and Communication.

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Reports: USC 2025 Relevance Report

Executive Producer: Ron Antonette

Producers: Marshall Winfield, Joseph Carreon, Anahita Mehra, Javiera Contreras

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

As part of USC Annenberg’s PR Futures podcast, Professor Burghardt Tenderich spoke with USC alum and former Annenberg Executive in Residence, Pilaar Terry. Pilaar is currently the Managing partner and COO of POV Agency and the conversation covers her experiences as a founder, client relationships, advice to those starting out and more.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

USC Research Fellow and Burson, Ogilvy, and Teneo alum David Michaelson, PhD, joins Fred Cook to discuss USC’s latest research on internal communications and the future of work. They note challenges in maintaining corporate culture following shifts to hybrid and remote working and emphasize how internal communications can be used to build employee engagement and preserve company identity.

Reports: Staffbase: https://staffbase.com/en/pressreleases/communication-breakdown-61-of-employees-unlikely-to-stay-in-their-job-cite-poor-communication-among-top-reasons/

Research by USC Annenberg & Staffbase Highlights the Critical Role of Internal Communication in Retention and Engagement Communicating Culture During A Hybrid Revolution: https://annenberg.usc.edu/sites/default/files/2024/07/24/USC-IABC_FOW__Report_Jul244.pdf

Featuring: Dr. David Michaelson, USC Research Fellow and Principal of David Michaelson & Company

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Executive Producer: Ron Antonette

Producers: Isadora Binder-Helenchilde and Marshall Winfield

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

In this episode, Josh Rosenberg, CEO of Day One Agency, joins Fred Cook to discuss the results of a real-time ethnographic study about Gen Z media habits that Day One and the USC Annenberg collaborated to conduct. The discussion uncovers the nontraditional news sources and the 'always on' media engagement that characterize Gen Z's unique media landscape. Josh shares his insights on how brands can tap into these behaviors to make a meaningful impact on a generation that is reshaping the rules of engagement.

Fred and Josh discuss how the concept of "prime time" has evolved into a continuous phenomenon for this generation, with many waking up and immediately reaching for their phones. And they reflect on the rise of the "recommendation generation," where influencers and peers hold significant sway over brand perceptions. From the importance of trend-responsive content to the creation of 'writer's rooms' for monitoring platform trends, Josh emphasizes the need for agility in content creation.

For the complete study and more on media and how to reach Gen Z, visit the Day One Agency website at https://d1a.com/perspective. This study is published at https://d1a.com/perspective/day-one-agency-usc-annenberg-gen-z-study Still have questions? Ask GenZ directly at askgenz.com.

Disclaimer: This conversation was recorded prior to the introduction of H.R. 7521, a bill that could effectively ban TikTok in the United States. As such, this podcast episode only provides insight into how organizations and Gen Z thought about TikTok without the implications of a ban.

Featuring:

Josh Rosenberg, Co-founder & CEO, Day One Agency

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @USCCenterforPR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

A production of the USC Annenberg Center for Public Relations at the University of Southern California.