Corporate anxiety is fueling a multimillion-dollar industry of Gen Z translators

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🗞️ Driving the news: As companies scramble to connect authentically with the youngest generation of consumers, a booming “Gen Z translation” industry has emerged — a multimillion-dollar market helping legacy brands understand and speak the language of digital natives
• From boutique agencies like NinetyEight to global initiatives like Edelman’s Gen Z Lab, corporations are investing heavily to avoid cultural missteps and remain relevant to a cohort that will control $12.6 trillion in global spending power by 2030, according to Nielsen IQ and World Data Lab

🔭 The context: Gen Z — roughly ages 13 to 28 — represents the most socially conscious, digitally native, and brand-aware generation in history
• Unlike their predecessors, they expect co-creation rather than consumption, valuing community, identity, and transparency over traditional advertising
• This shift has forced companies to rethink their marketing playbooks: Haleon, Barilla, and Meta have all enlisted Gen Z agencies to reshape their tone and approach, while new research platforms like Cafeteria directly poll thousands of teens on brand perceptions

🌍 Why it matters for the planet: Beyond commerce, this generational pivot is reshaping corporate sustainability communication
• Gen Z consumers consistently rank climate action, social equity, and ethical business as core brand values — not optional add-ons
• Companies that misunderstand or greenwash these priorities risk alienating a generation that views consumption as an extension of identity and activism
• The rise of Gen Z translators signals a growing demand for authentic, accountable storytelling in sustainability and beyond

⏭️ What's next: Expect further consolidation in the youth-marketing space, with agencies leveraging real-time social data, peer focus groups, and cultural audits to guide global campaigns
• As Gen Z enters its prime earning years, successful brands will treat them as collaborators, not targets
• The next evolution: moving from “Gen Z marketing” to intergenerational brand co-creation, blending digital fluency with purpose-driven values

💬 One quote: "We don’t want to be marketed to — we really want to co-create." — Jess Xu, Associate Strategy Director, Edelman Gen Z Lab

📈 One stat: Nearly 60% of Gen Z say they feel a sense of community with people who use the same brands they do — compared to 49% of Gen X, according to Edelman research

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