Edrick Chu (They/Them) is a creative strategist, cultural researcher, and brand marketer based in New York City. Operating across media, agency, and brand environments, they specialize in work at the convergence of emerging technology, youth culture, and new media.
Youth Insights
Trend Forecasting
Ethnographic Study
The report identified two defining tensions shaping the generation: Authentic, the pursuit of self-determined identity through personal growth and collective creativity in the face of a world they felt was built without them, and Fake, a fascination with digital reinvention and ironic subversion as both an escape from institutional collapse and a form of quiet rebellion against it.