Today’s global brands are focused on their next big consumer wave in China, Generation Z.
Generally defined as those born in the years ranging from the mid-1990s to the 2010s, China’s Gen-Z is the first to have been born in a fully modern China, one where the majority are digitally interconnected. This native connectivity, and instant access to global information, is markedly different from previous Chinese generations, including Gen-Y.
“Using a mixed methodology of quantitative, qualitative, and observational research, the report is a collection of sociocultural macro trends of China’s Gen-Z, namely shifting from materialism to mindfulness, experimentation with conventional love, and redefining self-expression,” says Marc-Olivier Arnold, head of RTG Consulting Group’s research and business consulting divisions.
Some of the key findings from this trend report include:
* 64,7% of Gen-Z spend significantly more time interacting online with their closest friends versus offline;
* 61,9% of Gen-Z believe that financial accomplishment is no longer the main signifier of success;
* 72,1% of Gen-Z do not object to same-sex marriage; and
* 94,4% of Gen-Z claim that it is essential for brands to be sustainable and environmentally conscious.
“In addition to providing insights into China’s Gen-Z behavior, we wanted to take these findings one step further, and highlight business implications for each macro trend,” says Angelito Tan, CEO of RTG Consulting Group. Smart organizastions will want to further understand this new demographic, even if they commercially target an older audience, ensuring their brands stay relevant.
