“The key to marketing to Gen Z is understanding their diversity and inclusivity. They are more open to new thinking, culture, trends and lifestyles, while at the same time, well aware of the learnings older generations have left them. That is partly why they appear so complicated. In terms of lifestyle they can be both frequently sporting and frequently stay up late. In terms of financial situation, they can be both hard working to ease family financial pressure and borrow to buy new-tech gadgets. In terms of brand personality, they openly embrace both modern and classic, advanced and traditional. These findings show that, given the uncertainty of the economic situation and pandemic, young consumers are chasing their own independent personal life values. For brands, it is crucial to respect all different choices and think in the same way the young generation do – equal communication, daring to express, and sparing no effort to love what they love.”
– Gloria Gan, Lifestyle Analyst
Key issues covered in this Report
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