This Report explores the latest trends in Gen Z lifestyles, including their own self-evaluation, their interpersonal relationships, stress-relief efforts, online community engagement and consumer behaviours. It also examines Gen Z’s brand perceptions and affinity for domestic and international brands across different categories in order to further understand their changing lifestyles and values.
Gen Z consumers hold conflicting attitudes – on one hand they want to keep others at a comfortable distance, while at the same time building a harmonious relationship with others and with themselves. Brands can connect with Gen Z on an emotional level by understanding their innermost needs and leveraging the 'power of feelings' in products and services.
Gloria Gan, Senior Analyst, China Insights
For the purposes of this Report, Generation Z, or Gen Z, are defined as those born after 1995. Consumer data used for this Report is based on a sample of 18-27 year olds with a monthly household income of over RMB6,000 in Tier 1 cities or over RMB5,000 in Tier 2 or lower cities. It should be noted that the age of the Gen Z sample has slightly changed in different survey years, such as in the 2022 report where the age range was 18-26.
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