Dentsu Creative Gen Z Team Launch China Trends Report 2024
2023 saw the rise of Gen Z as the most populous generation, representing 32.1% of the population and taking over the consumer market. In the wake of the pandemic, Gen Z globally has experienced a transformation in their consumer mindset and behaviours. As with many cultural trends – the global rhythms and desires of Gen Z often begin in Asia: where consumers lean into both brand and technology experiences.
How should marketers adapt their marketing strategies to connect with this dynamic demographic? Find out by first looking into the Chinese Market to see witness a global shift.
Unlocking Gen Z 2024: A Multi-Dimensional Generation, written by dentsu Z our Gen Z specialists at Dentsu Creative, curates the latest ideas and experiences of the Gen Z community and presents them in a whitepaper to inspire the market through the lens of the Gen Z era.
The report explores how the youth of today are opting for a 45° lifestyle with many people deciding to either be career-driven or take a break. Striking a harmonious balance between personal satisfaction and career aspirations, Gen Z are prioritising spiritual growth as a practical solution for the future. From their perspective, when short on time and funds, a budget-friendly train journey and a joyful day could offer a refreshing breather from the challenges in their lives.
It is examples such as this that illustrates Gen Z resilience, this generation has managed to find balance and inner strength through self-discovery.
To tap into the future market potential, it is imperative for brands to establish a meaningful emotional connection and with Gen Z. To effectively target the new generation, they must first understand and empathise with Gen Z's living environment and their distinct culture and needs.
Combining a diverse team of creative Zoomers and a deep understanding of consumer behaviour, dentsu Z has identified and explored six key trends - culture, entertainment, technology, emotions, socialisation, and consumption. Marketers and the younger generation can both benefit from the direct insights in this report, making it a valuable creative tool.
TREND 01: CULTURAL ECHOES
Gen Z's culture is an even greater reflection of the past. As the pandemic has gone, a feeling of nostalgia has arisen; they have brought back cultural trends from long ago, using traditional Chinese culture, local customs, youthful imagination, and retro elements to create a world that is enriched with a steady and authentic feeling of joy from former recollections.
TREND 02: THE TYPICAL ME
Post-COVID, the dominant factor influencing Gen Z's actions is their emotions, much like the rest of the population. Having overcome their inner conflicts, they have left behind their illusions and begun to scrutinise the world with a more astute perspective. Inside, they delve for their most heartfelt reactions, and outwardly, they demonstrate their most fearless responses.
TREND 03: REENVISION TECH
Artificial Intelligence has been a game-changing force for the lifestyle of Gen Z. As Gen Z moves towards more modern production systems and dives deeper into the world of technology, they must also navigate a new conflict between humans and machines. Acknowledging the significance of the new tech code in the lives of young people is essential for brands to effectively reach and engage with them.
TREND 04: HYBRID ENTERTAINMENT
The entertainment world is being characterised by young people's ability to seamlessly integrate diverse forms of entertainment and cultural traditions. Gen Z aims to break the barriers across communities and bring people together to create moments of joy for all.
TREND 05: SOCIAL DOCUMENTARY
The zeitgeist of Gen Z is reflected in their character, thoughts, and pursuits. Their desire for uniqueness drives a strong demand for personalised, diverse, and contemporary social experience. Their focus on spiritual fulfilment rather than material gratification has a ripple effect on the behaviours and values of future generations.
TREND 06: PURPOSEFUL CONSUMPTION
With the slowdown in consumption, the value-driven mindset of Gen Z leads them to prioritise the product itself when making purchasing decisions. The pursuit of true emotional satisfaction drives them to break away from the chaos and hustle of life, and instead centre on their own well-being and meaningful life endeavours.
Gen Z's outlook on the world has been reshaped by the pandemic, pushing them to confront inconsistencies and uncertainties in a diverse manner, leading to a shift in their consumer mindset.
Today, confidence in culture, emotional value, cutting-edge technology integration, entertainment influence, social influence, and excellent value for money can all be the key drivers behind the buying decisions of young people.
Chris Chen, chief creative officer of Dentsu Creative China and the initiator of dentsu Z team, said, “We believe that brands who can understand and resonate with Gen Z through these future trends will find success in the youth consumer market and beyond. We are excited to collaborate with marketers in creating ideas that truly resonate with Gen Z while establishing a meaningful connection between them and brands/platforms.”
