The world’s youths, collectively dubbed generation Z, are frustrated and uncertain about the future, yet convinced they are capable of uniting to bring about change, according to a new study by Wunderman Thompson Intelligence. And even though the pandemic has stirred up every aspect of their lives, gen Zers remain unshaken in their core values, attitudes, and the way they think about consumption. The report, titled “Generation Z: Building a Better Normal,” features five clear sections that cover young people’s views on careers, identity, community, activism and brands. It draws on research carried out in October 2020 among 1,000 Americans aged 16-24, as well as global insights into the same age group from throughout the year and 13 bespoke interviews with gen Zers from around the world. The research explores the impact of the pandemic, and outlines the opportunities for businesses. Above all, it paints a picture of people who feel under pressure, anxious, and generally fed up. Despite this, three-quarters of respondents say they believe their generation is going to change the world. Highlights from the report:
- 83% of young people feel that their generation is under a lot of pressure
- 75% believe that their generation will change the world
- 85% believe brands should be about something more than profit
- 79% want their money to go to a brand they believe in
- 77% don’t want to be put in a box
- 75% think that people should be able to use any identity label they feel comfortable with
- 90% feel it’s important that they start saving for their future now
- 77% make sure they save some money every time they earn or receive it
- 83% have a newfound appreciation for in-person interactions as a result of the pandemic
Emma Chiu, global director of Wunderman Thompson Intelligence, said: “Changemakers, activists, leaders of tomorrow—call them what you want, generation Z are poised to do great things. In fact, they’re already leading the charge with battling climate change and challenging brands’ roles. Self-belief, pragmatism and optimism motivate this generation to work toward a better tomorrow, and they’re aware they cannot achieve this alone. Gen Zers are turning to companies and influential figures to help shape positive change—demanding ethics, transparency, and a new set of values”…
Australia’s first Intimacy Guidelines for Stage and Screen will establish new processes for work involving nudity, intimacy, simulated sexual activity and sexual violence to ensure performers are prepared, supported and able to do their best and most daring work. Going into the development of the guidelines were 18 months of consultation by the Media, Entertainment & Arts Alliance (MEAA) with performers, directors, producers, writers, educators, agents and casting directors. “I’m very proud our union has led the way on the development of these guidelines because they have been needed for a long time,” said Australia actor, director, producer and MEAA Equity president Jason Klarwein. “The expectation is that these guidelines are used on every production in the country.” The guidelines encourage the participation of an intimacy coordinator or intimacy director where appropriate and guide best practice, particularly when a production does not engage an intimacy coordinator or intimacy director. The guidelines were created in consultation with and are endorsed by MEAA, Screen Producers Australia, Australian Directors’ Guild, Casting Guild of Australia, and the MEAA National Stunt Committee, in addition to consultation with individual performers, fight directors, theatre directors, stunt coordinators, intimacy coordinators and intimacy directors. The Australian Writers’ Guild was also consulted throughout the process. The comprehensive guidelines cover all instances for a stage or screen production that may require intimate work; auditions, preproduction, rehearsals, preparation, performance and postproduction. When it comes to auditioning, the guidelines stipulate that there are no circumstances where nudity or semi-nudity should ever be required and that the casting director or producer will provide the performer and/or their agent with the audition script at least 48 hours in advance of the audition with the required action of the intimate scenes detailed. Open communication and “informed consent” lie at the heart of the guidelines, which require performers’ consent for each and every intimate action. The guidelines point out that in order to genuinely consent “a performer must be informed of the intimate scene and its specific requirements in advance.” Filmmaker and Australian Directors’ Guild president Samantha Lang, said, “It is so crucial that informed consent is at the heart of intimacy work on screen and stage. I am encouraged that our industry guilds have worked together to create these Intimacy Guidelines. When observed they will benefit all those who work in our profession. The Australian Directors’ Guild fully supports the guidelines and will certainly advise directors to adhere to them on all future projects”….
