According to the World Economic Forum's 2021 Comparison of Employment Levels of Generation Z in OECD Countries, Generation Z will emerge as the most populous generation in 2023, accounting for 32.1% of the population and dominating the consumer market. In China, the population of Generation Z will continue to grow from 2018 to 2022, with a growth rate of over 8.5%, according to data from Chinese analytics company QuestMobile.
Gen Z around the world is experiencing a shift in consumer mindset and behavior in the wake of the pandemic. Like many cultural trends, Gen Z's global rhythms and desires often begin in Asia, where consumers lean toward both brand and technology experiences.
How should marketers adapt their marketing strategies to accommodate this dynamic demographic? Dentsu's report, Unlocking the 2024 Generation Z: A Multidimensional Generation, Reveals Let's take a look at six major trends among China's Gen Z.
This report explores how today's young people are choosing a 45-degree lifestyle, as many decide between living a career-driven life or taking a break. Gen Z strikes a harmonious balance between personal satisfaction and career aspirations, prioritizing spiritual growth as a practical solution for the future.
From their perspective, when time and money are short, a budget-friendly train journey and a fun day can be a refreshing respite from life's hardships.
1. Respect traditional Chinese trends and cheap content
Gen Z’s culture is more reflective of the past. Now that the pandemic has passed, there is a feeling of nostalgia that brings back the cultural trends of the past, drawing on Chinese traditional culture, local customs, young imagination, and retro elements to create a stable and authentic sense of joy from the memories of the past. We are creating a rich world. .
Old-school content was once a favorite of older generations, but now it's trending due to the influence of nostalgic youth culture. Coconut Palm, well known for his unique cheesy brand style, his brand has also attracted the attention of the younger generation, and in 10 livestreams he has gained 370,000 followers.
These days, young people are often attracted to aesthetics that look unconventional, strong, but unattractive, so Gen Z is choosing to be noticeably unattractive rather than following conventional beauty. Taobao's “Ugly Thing of the Year Contest 2023” was hyped by his 5 million users, and the number of people who searched for “ugly stuff” increased by 900%. The least attractive things bring young people the simplest pleasures.
Xiaohongshu has a total of 8.33 million posts related to “New Chinese Style,” Chinese decorations, clothing, and makeup form new fashion trends, and Taobao has announced that the “New Chinese Style” will be popular in 2022. Searches increased by over 380%. , Gen Z is looking to forget the struggles of the economic recession and pandemic by emulating the positivity that millennial fashion and Y2K style represent.
Choosing the bright, intensely bright tones of candy colors releases a “dopamine'' (Tomoe Tachi) and “Y2K” sparked 4.6 million conversations on Xiaohongshu and racked up an astonishing 1 billion views. K-Pop group NewJeans has also gained a huge fan base of hundreds of millions of people around the world with their signature Y2K style.
2. Tends to lead a fulfilling life
Gen Z is overcoming the culture of competition and embracing the concept of living a normal life. This means not “laying down” or trying to be the best, but rather living a simple, satisfying life and appreciating the joys of everyday life.
Post-COVID-19, emotions are the main factor influencing Gen Z's behavior, just like any other generation. Having overcome their inner conflicts, they abandoned their illusions and began to examine the world with a sharper perspective. They crave a heartfelt response internally and are most fearless outwardly.
2023 will also see an increase in weekend rail travel among university students, turning some small cities into bustling tourist hubs. Zibo (Zibo), for example, has become famous across China as a popular barbecue spot, with an associated short video racking up 180 million views. The 2023 Youth Travel Report revealed that 71.1% of youth have made travel plans by the beginning of 2023. On average, they expect him to make three trips of 17 days each.
3. Adoption of AI
AI is a power that is transforming the lifestyles of Gen Z. For brands to effectively approach and engage with young people's lives, it is essential to recognize the importance of new technological codes in young people's lives.
Gen Z, a frontrunner in AI innovation, is also using AI to redefine the way they experience entertainment. An AI renaissance and anthropomorphic interaction are at the forefront, as evidenced by the success of singer Stephanie Sun (Sun Yan's appearance) AI-rendered performance garnered over 10 million views on Bilibili.
As for games, the online game Justice Online's AI-driven characters (reverse water cold) proved to be a big draw in the public beta test, with 1 million players joining within 10 minutes and contributing a total of $3.6 million in revenue over two days.
Additionally, growing technology and a variety of online interaction options are providing Gen Z with a platform to gather, interact, reclaim, and connect with their community identities. Gen Z is taking a new approach to meeting their psychological and emotional needs by participating in activities from the comfort of their homes. Statistics show that 83.6% of Gen Z users are socially active, and in China, nearly 70% of their users show a strong desire to expand their social connections through digital platforms.
4. Adoption of hybrid entertainment
The world of entertainment is characterized by the ability of young people to seamlessly integrate diverse forms of entertainment and cultural traditions. Gen Z aims to break down barriers between communities, bring people together, and create moments of joy for everyone.
Japanese manga is known for its enchanting blend of magic, fantasy, humor, and science fiction and romance, and has remained popular over the years. Rigorous grading systems and diverse storylines also contribute to the expansion of the market for value-added products. Among the series that Gen Z loved as children are “Astro Boy” and “Detective Conan,” and the latest releases in 2023 include “Oshi no Ko,” “Blue Rock,” and “Free Ren.” : Beyond Journey's End'' is also included.
For Gen Z, esports is the go-to sport. The number of esports enthusiasts in China will skyrocket to 504 million by 2022, the majority of whom (74.8%) are under the age of 30. This highlights the role of young people in the world of esports.
In addition to participating, esports, for many, also offers the thrill of watching other people fight, without the need for actual participation, skill, or equipment. In particular, China's esports community shows high spending habits, with 87% of users making an esports-related purchase within the past year.
5. Pursuing a new social identity
The zeitgeist of Gen Z is reflected in their personalities, thoughts, and pursuits. Their desire for uniqueness drives a strong demand for personalized, diverse, and modern social experiences. Their emphasis on spiritual fulfillment over material satisfaction has a ripple effect on the behavior and values of future generations.
Gen Z’s social identity is defined by nicknames, personas, MBTI types, and platforms. When they first meet, they quickly exchange names and ages, but go a step further and share social identities such as MBTI, horoscopes, and baji.
These factors also affect job hunting and interpersonal relationships. For Gen Z, understanding who they are is extremely important. Through the lens of these social identities, they are able to evaluate and understand themselves and their environment, and connect with communities that best reflect their values.
6. Consume with purpose
As consumption slows, Gen Z's value mindset has led them to prioritize the product itself when making purchasing decisions. The pursuit of true emotional satisfaction causes them to step away from the chaos and hustle and bustle of life and instead focus on their own happiness and meaningful life endeavors.
Gen Z's worldview has been reshaped by the pandemic, forcing them to confront contradictions and uncertainties in different ways, leading to a shift in consumer mindset.
Today, cultural confidence, emotional value, integration of cutting-edge technology, entertainment influence, social influence, and good value for money are all likely to be key factors in young people's purchasing decisions. there is.
Chris Chen, chief creative officer of Dentsu Creative China and founder of Dentsu Z Team, said: “We believe that brands that understand and resonate with Gen Z through these future trends will find success in the youth consumer market and beyond.” We are excited to create ideas that truly resonate with Gen Z while establishing meaningful connections between Gen Z and brands/platforms. ”
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