Ogilvy On Live: Channeling Chaos – How Brands Can Address Gen Z's Real Constraints

Gen Z has become a confusing cohort for brands to parse - described in headlines as everything from apathetic to hypocritical. We see it differently: young adults aren't contradictory, they're navigating trade-offs created by modern life.

Ogilvy Consulting recently launched "Gen Z Pulse: Designed for Contradiction," developed with consumer research platform Ideally. The report identifies the structural forces shaping how Gen Z actually lives, across four tensions: how they manage energy, assert autonomy, build belonging, and negotiate presence.

In this edition of Ogilvy On Live, report author and Director at Ogilvy Consulting Reid Litman is joined by Simon Gawn, Director and Strategic Advisor at Ideally, and Eugene Healey, brand strategy consultant, educator, and founder of Studio EH, for a discussion on how marketers can build more nuanced, localized strategies that lower the friction in Gen Z's daily life and address their real-world constraints.