Institutions of the Future is a report about how Gen Z are building the world around them. It platforms the changing expectations young people have of businesses, brands and organisations in 2021. Against the backdrop of cancel culture, this report helps organisations understand that for Gen Z to respect a brand: they need to be authentically committed to making change, if they are going to comment on, or get involved with, social issues.

• Understand why 87% of young people pay attention to a brand’s ethics: from what affects their purchasing habits, to whether they believe an organisation at face value when it takes a stance on an issue

• Understand how young people view the label ‘Gen Z’ – from what it says about their digital use to whether it is something they actually identity with at all 

• Get access to bonus report content: a list of Gen Z’s top ten favourite brands, along with insight analysis of their reasoning; an exclusive interview with Craig Ling of Grayling PR on crisis communications; three starter pack memes made for the report from Gen Zs