A new report by FTI Consulting found that the treatment of employees in the workplace often shapes Gen Z consumers’ trust in ...

Claude’s Consideration score among U.S. Gen Z adults nearly doubled in the second quarter of 2026, climbing from 14.2% to 28.1% and landing the highest score of any brand in YouGov’s newest ranking.

Are generations experiencing this technology differently, or are we forcing a simple story onto a far more complicated ...

PORTLAND, Ore. — As Generation Z increasingly rejects the idea of absolute truth, with 60% prioritizing individual beliefs and 57% saying religious and moral questions are not fact, a new initiative ...

Download our Most Trusted Brands 2026 report here for the definitive ranking of the brands that lead the way on consumer trust — spanning 184 brands across 30 rankings. Most brands are trusted less by ...

You can often tell what a generation believes by the stories it grew up with. Ask a millennial what shaped their worldview, and they will name books that promised meaning, justice and personal ...

Most of what Gen Z calls a boundary is a reasonable limit. But for the older generations, that limit reads as the problem.

A new Harris Poll reveals that Gen Z’s relationship with TikTok is fraying. 60% of users trust the platform less than before. Plus, nearly 80% are feeling nostalgic for an earlier, less commercialized ...

Teri McDowell Ott argues that instead of trying to "figure out" Gen Z, churches should ask what kind of church is worthy of ...