Big companies are turning to young people to avoid falling foul of Gen Z’s values. One even has its own ‘ZEO’. But is it driven by principles – or profit?
”), and heritage brands are unsure about how to market to them. That’s where the Z-level come in.
Stephen Sadove – former chief executive of Saks and the call’s moderator – had asked Lute to give Gen Z’s perspective on sustainability. Lute discussed water pollution and mushroom leather . He explained that even though he “didn’t come from a lot of money”, he was prepared to pay more for ethical products. He began writing about fashion as a teen and has worked as a stylist, influencer and merchandising intern for brands such as J Crew, Calvin Klein and Todd Snyder.
“Gen Z is often dubbed the woke generation or the generation that cares too much,” he says. “But we are the first generation to grow up in a fully digitised world. Since we had a phone, we were able to experience the perspectives of everyone around the globe.” Lute vividly recalls reading about the At 15, Reed met publicist Kelly Cutrone at a book signing, and his father – Oscar-winning documentary producer Nicholas Reed – encouraged him to work with her. “I kind of lied about my age and told her that I was about to turn 18,” Reed laughs. Cutrone immersed him in the fashion world, and today he designs for his own company. He has dressed Harry Styles and had his work exhibited in the V&A. Last September, he was appointed creative director for French fashion house Nina Ricci.
‘Whether a company wants to be sustainable or open for the right reasons doesn’t matter,’ says Harris Reed. ‘They have to step up or they’re not going to succeed.’When we speak, Reed has been Edelman’s ZEO for a few months. He’s already pitched “controversial” projects to clients via the lab.
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