Dentsu Creative China Releases 'Unlocking Gen Z 2022: China Focus'
Marketers have long been researching and analysing the gen z group, also known as Zoomers. However, to this day, they still don’t have a real clue about the generation known for their money-making and saving abilities who still buy products that support their hobbies and passions. Zoomers freely move between the real and virtual worlds, wanting to be unique but still maintain strong cultural bonds with their communities. They are young but value their health and wellness. Dentsu Z, a dedicated dentsu Zoomers, was launched to help unravel the enigma surrounding the gen z generation.
The paper, authored by the dentsu Z team, looks at four areas marketers can use to help them reach gen z in China’s needs – culture, technology, entertainment and consumption.
Download 'Unlocking Gen Z 2022: A Generation of Contradictions' in full here.
The diverse lifestyles and values gen z live shows more diversified cultures and beliefs; cultures spark and cultivated well from the collisions between freedom and passion, mainstream and individuality. The 'indulgent' gen z are eager for 'non-pretentious' brands to keep communicating with them.
Gen z pay for virtual idols in real life, while experience the pleasure of parallel time and space in the virtual world. It does not matter who transmits the information, but more about the information itself and the real experience. With the rapid iteration of modern technology and the constant updates of the virtual world, brands need to respond quickly to move young consumers.
Gen z has many diversified interests, but when they find their niche you can expect them to be totally immersed. Now, interacting and engaging with their communities that share the interests dominates their focus. To be a good 'player' is the label that young people pursue, while playing with the young people might be a good approach for brands to get closer to the young.
The gen z yuan is powerful in China. Their attitudes towards consumption gradually change from meeting functional needs to self-pleasing. Get what gen z loves will drive a long-term brand growth.
Gen z is triggering a great migration of consumer trends. Despite being divided into diverse communities, they appear to have a shared community consensus, and any voice from the niche could become the next consuming craze. The paper determines that four things must be addressed if marketers are to capture Gen-Zers’ attention.
