The Typical Me

Within dentsu, the dentsu Z team stands out as innovative Zoomers, taking the lead in crafting strategic plans and delivering solutions for brands. Through the use of cutting-edge technology, they continuously push boundaries to create meaningful cultural experiences. Drawing on their fresh perspective as part of gen z consumers and as young creatives, dentsu Z offers valuable insights and builds authentic connections between brands and the next generation of consumers.

In a recent episode of the Japanese TV series ‘Quartet,’ a particular line caught on quickly – ‘Life is as easy as a hand flip.’ 

In this scene, the actress’ extravagant and flamboyant showmanship perfectly complements the coolness and strength displayed by ordinary people reaching the peak of their lives against all odds.With a rapid increase in attention, this clip has reached 140 million views inspiring a significant amount of young people to mimic and create their versions. Rather than joining the crowd and flaunting their brilliance, they voice their struggles by saying, ‘life is hard as hell.’

original line in Quartet VS recreation

LIVING CONSCIOUSLY AND HAPPILY

Compared to prior generations, gen z has had the better education and the liberty of utilizing the technology of our modernized world, but they endure increased competition and heightened social pressure. 

The harsh truth has dawned on gen z that success is a rarity and being ordinary is the more feasible choice.

Upon understanding their circumstances, they are willing to embrace mediocracy dismissing speeches such as ‘Life is Beautiful’ or Recipe for Success in exchange for fruitful life experiences.  

According to a survey, ‘being an average individual’ is currently ranked third among the life goals of the post-00 generation, desired over many esteemed careers.  Rather than striving for greatness, the younger generation values living a meaningful and eventful life.  

Nevertheless, striving for a modest lifestyle remains challenging in our society that is driven by competition. 

ACADEMIC CREDENTIALS VALUED AT 3K

In 2024 a new record of 11.79 million new graduates was achieved. On the other hand, according to Zhililan’s online recruitment platform, the employment rate has decreased 17% from the previous year making the employment rate for the class of 2024 just 33%. 

To ensure success in the workforce, college seniors are simultaneously doing postgraduate exams, IELTS, Civil Servant Tests, certificate programs, internship interview, thesis writing, and entrepreneurship. 

multitasking college seniors

FIND A STABLE JOB

Still, most of gen z is struggling to bridge the gap between graduation and employment, leading them to consider more stable career options such as taking exams for postgraduate studies, joining the civil service, or working in institutes.

Most gen z's are wary of the transition from school to employment leading them to settle for the safer options such as taking exams for postgraduate studies, joining the civil service, or working in institutes.

In 2024, more than half of all graduates are applying for graduate schools and public service exams.

It’s worth noting that only 30% of graduate student applications are accepted, and on average, there are 57 applicants vying for each civil service job.

The test remains popular among younger people despite the high rate of failure.

This trend suggests that the percentage of students, especially in the exam-taking group, from Gen Z will increase further. 

With the willingness of young people to invest in education and an increase in study hours, the education sector is on track for substantial growth, shaping the learning environment into a vital consumption scenario. Familiar internet celebrities like Zhang Xuefeng, Tui Jie, Xu Tao, Xiao Xiurong, and others have gained significant popularity for their teaching expertise. Among gen z, the international pronunciation section on NetEase Cloud Classroom has emerged as a fresh centre for meme creation and sharing, while also acknowledging Duolingo as the latest top player in the educational field.

RETIRING YOUNG

There are those who find exams difficult and others who, despite having jobs, feel like impostors and suffer from bān wèi or office blues.

Prior to this year, fresh graduates were earning an average of 6000 yuan; however, after factoring in the expenses such as rent or groceries, they were left with just 3000 yuan. As they become the ‘new poor’, gen z humorously refer themselves as mā lōu (monkey) or niú mǎ (cow and horse).

Gen z is increasingly inclined to withdraw funds for retirement as a response to economic and work challenges. Too many work competitions make it seem like the only time to truly relax is when retirement finally arrives.

‘stealing’ everything from workplace

A growing number of employees are embracing the ‘FIRE Plan’ - Financial Independence, Retire Early - with the goal of retiring early and prioritising saving over immediate enjoyment.

Based on one’s financial situation, it can be divided into Lean FIRE and Fat FIRE.
The younger generation is ‘stealing’ resources like water, electricity, and paper from their workplace to reduce their living expenses while engaging in side gigs for additional income. 

Platforms like Xianyu, Xiaohongshu, and Douban serve as recruitment channels for part-time job seekers from Gen Z to monetize their skills and time. 

On these platforms, a broad selection of part-time jobs started by the Zoomers can be found. These part-time jobs include running errands, being temporary bridesmaids, teaching dialects, and even playing victim during a cat neutering procedure. 
The elderly lifestyle has gain popularity due to the head start that it provides for retirement. Worry beads, gardening, and rotating the walnuts are all activities that have grasp the attention of the younger generation. 

During the period from 2021 to 2022, the percentage of young eCommerce users who purchased cultural playthings grew from 10% to 21%.

Gen z's are oftentimes found in parks or massage places that help free their bodies and their minds. Moreover, ‘youth retirement homes’ are constructed for an additional outlet for this generation. 

WHAT IT MEANS FOR BRANDS & BUSINESSES...

WINNING AUDIENCE THROUGH AUTHENTICITY

With the multitude of difficulties that come their way, whether it’s exams or work responsibilities, gen z is not drawn to brands that rely on extravagant storytelling or flashy consumer culture.

The Dentsu Creative CMO Survey 2024 reveals that 82% marketers globally said that Gen Z expect brands to be more authentic, increasing to 86% in China. Brands that resonate with gen z are those that are authentic and show empathy towards the younger generation.

As shown in the KFC’s Crazy Thursday promotion, young people have embraced this new cultural phenomenon using it as a platform to unleash their creativity and escape the monotony of the working week. 

KFC has stated that young people experience intense emotional fluctuations due to a mix of stressors such as job hunting, performance evaluations, final exams, and of course the rush of Chinese New Year. In collaboration with Dragon Tiger Brand Medicated Oil, famously dubbed the magical energy from the East, KFC has created peculiar oil essence and stickers that fascinates the mind of all drawing them into a vibrant mood. 

​Thanks to the active recreation and the spreading of young users, the co-branded products on Xiaohongshu saw a surge in popularity with over 15 million views. 

These ecstatic young fans were seen rushing into stores to buy these products which resulted in the emptying of stock in mere hours. 

Visit Dentsu's global website and download Unlocking Gen Z 2024: China Focus, presented by the dentsu Z team.