On average, percent who say GEN Z SEEK SHARED ACTION WITH BRANDS 64 62 60 57 48 Age 14-17 18-26 27-41 42-55 56+ I want to work with brands to address societal issues 19 Across issues such as Climate change Information quality Poverty Racism Gender inequality 62 % Total Gen Z 2022 Edelm an Trust Barometer Special Report: The New Cascade of Influence. LEAD_PART. For each of the f ollow ing, w hat level of involvement w ould you like to have in helping to address this issue versu s w hat you w ould like brands to be doing? 6 - point scale; codes 2 - 4, brands give me a role or support me. General population, 14 - mkt avg., by age ; and the youth sample (question show n to half of the sample). “Total Gen Z” is a w eighted average of 14 - 17 - and 18 – 26 - year - olds . Data show n is an average of attributes 1, 2, 4, 7, and 8.