With over 30% of the Philippines‘ population under the age of 15 and a total population exceeding 113 million, the country is positioned as a global powerhouse. 

Forecasted to be among eight nations contributing to half of all global population growth by 2050, the Philippines’ youth are not just the face of tomorrow—they are the architects of today’s transformative changes. Millennials and Gen Z are steering conversations around economic resilience, social equity, and innovation, envisioning a nation that fosters equitable opportunities for all.

Yet, systemic barriers threaten to stifle their potential. Rising housing costs and employment challenges, such as skills mismatches and high youth unemployment—reported by 88% of Gen Z and 89% of millennials as critical issues in our study—present stark realities. Despite these hurdles, Filipino youth remain optimistic, leveraging digital platforms to amplify their voices, champion policy reforms, and reshape industries like business process outsourcing (BPO) 

and creative arts.

Drawing from our comprehensive study on Southeast Asian youth, conducted in collaboration with Vero Advocacy, Filipino youth have two pressing issues: affordable housing and employment opportunities. These challenges also represent opportunities for stakeholders to empower a generation central to the Philippines’ future.

Demographic Snapshot of Filipino Youth

Millennials: Guardians of Family-Centric Progress

  • Economic Context: Millennials in the Philippines often serve as financial pillars for their families, adhering to the deep-rooted cultural value of utang na loob (debt of gratitude). They prioritize stable employment to support not just themselves but also extended family members.
  • Career Aspirations: While many hold traditional jobs in healthcare, education, and government, there’s a growing migration trend to tech-driven industries due to the Philippines’ increasing role in the global BPO (Business Process Outsourcing) market.
  • Housing Dreams: Millennials aspire to homeownership but face challenges from soaring property prices, particularly in Metro Manila. Government programs like Pag-IBIG Fund housing loans offer some relief, yet urban sprawl often pushes them to suburban developments.

Gen Z: Trailblazers of Digital and Social Movements

  • Digital First-Movers: Gen Z Filipinos are not just consumers of digital content; they are creators, using platforms like TikTok to launch small businesses or raise awareness about social causes, from environmental sustainability to mental health.
  • Housing Preferences: Renting remains the preferred option for Gen Z, reflecting their desire for flexibility and reduced financial burdens. Co-living spaces, a growing trend in Metro Manila, appeal to their communal and budget-conscious lifestyle.
  • Gig Economy Pioneers: Many young Filipinos are pursuing freelance opportunities in content creation, graphic design, and virtual assistance, capitalizing on the global demand for remote workers.
CategoryMillennialsGen Z
Cultural ValuesFamily-centric, stability-drivenPurpose-driven, entrepreneurial
EmploymentTraditional sectors with a tech shiftGig economy and creative industries
HousingSuburban homeownership aspirationsCo-living and urban renting
Digital PresenceProfessional networking and advocacySocial entrepreneurship and activism

What does this mean for policymakers and brands?

  • Localized Insights: Focusing on unique Filipino cultural values like utang na loob and bayanihan (community spirit) roots the discussion in the Philippines’ specific context.
  • Emerging Trends: Highlighting trends like co-living spaces and the rise of the BPO sector adds contemporary relevance.
  • Brand Opportunities: These cultural and economic insights can guide brands to design solutions that resonate deeply with Filipino youth, such as flexible financial products or community-focused marketing campaigns.

Affordable Housing: Bridging Aspirations with Accessibility

For Filipino youth, housing is more than shelter; it represents stability, independence, and an investment in their future. However, rising property prices, a limited rental market, and urban congestion push housing aspirations further out of reach for millennials and Gen Z.

Challenges in Affordable Housing

Skyrocketing Urban Property Costs
In Metro Manila, property prices have surged by over 25% in the past five years, making homeownership unattainable for many millennials. Even with government programs like the Pag-IBIG Fund, which offers low-interest housing loans, affordable properties near economic centers remain scarce.

Rental Market Gaps
Gen Z, who predominantly prefer renting, have limited market options. Quality rental properties within city centers are either too expensive or lack amenities that appeal to young renters, such as high-speed internet or co-living arrangements.

Urban Sprawl and Accessibility
Affordable housing developments are often located far from employment hubs, increasing commute times and expenses for young professionals. This challenge disproportionately affects millennials, who prioritize stable family lives and access to essential services.

Example: Co-Living Spaces in Metro Manila

Image Courtesy: MyTown

The rise of co-living spaces like MyTown in Makati and Bonifacio Global City offers a glimpse into how housing solutions can cater to young professionals. These spaces provide affordable, fully-furnished accommodations with shared amenities like gyms and workspaces, targeting Gen Z’s preference for flexibility and millennials’ need for convenience. Their vision is to be the preferred accommodation provider for young professionals in the Philippines.

Impact: Since its launch, MyTown has won several awards and housed thousands of young professionals, enabling them to live closer to their workplaces while fostering a sense of community. 

Global Inspiration: Singapore’s Public-Private Housing Model

Singapore’s Housing & Development Board (HDB) offers a globally admired approach to affordable urban housing. Combining public funding with private sector efficiency, the model has provided Singaporeans with subsidized housing, ensuring accessibility and quality. As of 2022, around 90% of HDB residents owned their flats. To help married couples purchase their first HDB flat, HDB gives a housing grant to subsidize their purchase from the resale market and an additional grant for those who choose to live near their parents.

Key Features:

  • Subsidized Homeownership: First-time buyers receive grants covering a significant portion of housing costs, allowing them to afford properties in prime urban areas.
  • Integrated Communities: HDB developments include mixed-use spaces, such as retail outlets, parks, and schools, fostering a holistic living experience.
  • Innovation in Design: Recent initiatives include smart homes with energy-efficient technologies and urban farming solutions.

Implications for the Philippines: The Philippines can adopt a similar approach by integrating affordable housing projects with urban amenities and green infrastructure, particularly in high-demand areas like Metro Manila and Cebu.

Recommendations for Stakeholders

  • Incentivize Transit-Oriented Development (TOD): Encourage mixed-use developments near transportation hubs, which will reduce commute times and improve access to city centers.
  • Expand Rental Support Programs: Introduce subsidies or tax incentives for landlords offering affordable rental units tailored to youth needs.
  • Promote Co-Living Innovations: Partner with private developers to scale co-living solutions across Metro Manila and secondary cities.

Stable housing is more than a personal milestone for Filipino youth—it is a foundation for economic productivity. Without access to affordable, well-located housing, Millennials and Gen Z face increased commuting costs and reduced job opportunities, particularly in key growth sectors like technology and renewable energy. This interdependence highlights the need for housing and employment reforms to work hand in hand.

Employment Opportunities: Bridging Skills and Expanding Horizons

For Filipino youth, meaningful employment is more than a paycheck—it’s a means of achieving stability, self-fulfillment, and societal contribution. However, systemic barriers such as skills mismatches, limited entry-level opportunities, and urban-rural disparities continue to hinder their professional growth.

Employment Challenges

Skills Mismatch Despite the Philippines’ high literacy rate, many graduates lack the practical skills for high-growth sectors like technology and renewable energy. Our report highlights that over 60% of youth feel their education does not align with job market requirements, leading to underemployment.

Urban-Rural Employment Divide
Job opportunities remain concentrated in urban hubs like Metro Manila and Cebu City. Rural youth face limited career prospects, pushing many to migrate to cities, where they often accept informal or low-paying jobs.

Youth Unemployment
The report reveals that over 85% of Filipino millennials and Gen Z view unemployment as a critical issue. While the Philippines’ BPO sector provides opportunities, the demand for skilled talent continues to outpace supply.

Example: BPO Sector as a Game-Changer

The Philippines’ BPO sector employs over 1.4 million workers, with millennials and Gen Z dominating the workforce. Companies like Accenture Philippines and TaskUs have introduced upskilling programs focusing on digital literacy and AI-driven processes, enabling employees to transition into higher-paying roles.

Impact: These programs have increased employee retention rates and enhanced productivity, setting a benchmark for skills-focused employment models.

Global Inspiration: Canada’s Youth Employment Strategy (YES)

Canada’s Youth Employment Strategy (YES) provides targeted programs to help young people gain employment skills, transition into the workforce, and pursue entrepreneurship.

Key Features:

  • Skills Link Program: Designed for youth facing employment barriers, this initiative offers hands-on training, mentorship, and access to resources in high-demand sectors.
  • Career Focus Program: Provides internships and job placements aligned with emerging industries, such as technology and green energy.
  • Summer Work Experience Program: This program helps students gain valuable work experience during summer breaks, building practical skills early in their careers.

Implications for the Philippines: The Philippines could establish a similar framework by offering tailored employment programs for youth in secondary cities, focusing on key growth sectors like renewable energy, e-commerce, and digital content creation.

Recommendations for Stakeholders

  • Invest in Vocational Training: Partner with academic institutions to create programs aligned with high-growth tech and renewable energy sectors.
  • Promote Regional Hubs: Establish economic centers in secondary cities like Davao and Iloilo to decentralize job opportunities and reduce urban migration pressures.
  • Strengthen Internship Programs: Design structured pathways for students to transition seamlessly from education to employment.

Beyond traditional employment pathways, Filipino youth are leveraging digital platforms to create entrepreneurial ventures and drive social impact. These initiatives reflect a shift toward a more self-reliant and sustainability-focused future, where economic growth aligns with environmental and social equity.

Youth as Catalysts for Digital Transformation and Sustainability

Many Filipino youth have recently started using platforms like TikTok, Instagram, and Lazada to launch small businesses and advocate for sustainable practices.

Digital Transformation

Social Commerce Boom: Platforms like TikTok Shop have enabled young entrepreneurs to monetize their creativity, from selling handcrafted goods to offering online consultations.

Example: Manila’s Plastic-Free Market
The Plastic-Free Market initiative, driven by youth entrepreneurs, promotes zero-waste practices through eco-friendly products. Located in Quezon City, it collaborates with local vendors to replace single-use plastics with biodegradable alternatives.

Sustainability Initiatives

Filipino youth are at the forefront of climate advocacy, with initiatives like Youth for Climate Action Philippines, which organizes workshops and campaigns to educate communities on renewable energy and sustainable living.

Global Inspiration: Sweden’s E-Skills for All Program

Sweden’s national program equips young entrepreneurs with digital tools to scale their green businesses, emphasizing rural inclusivity and sustainability.

Recommendations for Brands

  • Support Digital Entrepreneurs: Launch workshops and grants for youth-led online businesses.
  • Promote Green Campaigns: Collaborate with eco-friendly initiatives to highlight sustainable practices.
  • Leverage Social Media Advocacy: Partner with influencers driving meaningful conversations around climate action and equity.

Final Thoughts: What Do the Youth Want?

Filipino youth envision a future of equity, innovation, and sustainability. They demand systemic reforms in housing and employment while championing digital transformation and green entrepreneurship.

Policymakers and brands must act decisively to address these priorities. By collaborating with youth to co-create solutions, they can turn challenges into opportunities and ensure a resilient, inclusive Philippines.

Read our full report for actionable insights tailored to empowering Filipino youth. [Click here to explore the full study.]

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In 2024, the world turned to Google not just for answers but for a glimpse into the collective zeitgeist. The search engine’s annual trending report reveals key topics that dominated global attention. From Liam Payne’s reemergence in pop culture to the aesthetic allure of “Coastal Granddaughter” lifestyles, the year’s top searches reveal more than fleeting curiosities—they’re a barometer for consumer desires, anxieties, and cultural touchpoints.

Consider this: According to Google Trends, searches for “Coastal Granddaughter” spiked by 320% globally in the second half of 2024, coinciding with a broader cultural embrace of slow living and minimalist aesthetics popularized on platforms like TikTok and Instagram. Meanwhile, celebrity names dominated the charts, with Liam Payne topping entertainment searches, reflecting a wave of millennial nostalgia for the early 2010s boyband era.

“We’re seeing a clear fusion of nostalgia and aspiration,” says Sarah Thompson, a digital culture analyst at TrendLab. “Consumers are not just revisiting the past; they’re reshaping it to align with modern values like mindfulness and individuality.” This interplay between the past and present underscores a larger trend in consumer behavior—one that marketers, product developers, and cultural commentators should not overlook.

But it’s not all about aesthetics and nostalgia. Searches for “AI fitness coach” and “mental health support apps” also surged, reflecting growing consumer interest in self-optimization through technology. In a year where artificial intelligence became ubiquitous, consumers sought practical ways to integrate these tools into their lives, driving a 150% year-over-year increase in searches for AI-related personal wellness solutions.

As we unpack these trends, it’s clear that 2024 was a year of looking inward and outward—balancing self-improvement with a longing for simpler, more familiar times. This interplay offers a rich field of insights for understanding the priorities and emotions driving consumer behavior in an increasingly complex world.

The Year in Searches: A Snapshot

Google’s 2024 trending searches paint a vivid picture of what captured the world’s attention this year, with three themes standing out: celebrity culture, aspirational aesthetics, and the intersection of technology and self-improvement. Each category offers a unique lens into the year’s defining societal events and cultural moments.

Celebrity Culture: Nostalgia Meets Revival

From Liam Payne’s resurgence to Beyoncé’s record-breaking “Renaissance Tour,” celebrity names dominated search queries. Payne’s return to the spotlight, particularly after his health revelations and viral moments on social media, drove his name to the top of the entertainment category. Searches for “Liam Payne recovery” and “One Direction reunion rumors” surged by 270% in the weeks following his heartfelt interviews, underscoring the enduring pull of millennial-era pop icons.

Beyoncé’s Renaissance Tour sparked widespread digital engagement, with ‘Beyoncé tour dates’ among the most-searched phrases globally. Live Nation reported a 22% increase in concert ticket sales compared to 2023, a statistic mirrored in the search data.

Aspirational Aesthetics: From Coastal Granddaughter to Cottagecore 2.0

The phrase “Coastal Granddaughter” encapsulated the year’s fixation with aspirational living, leading to a 320% spike in global searches. The aesthetic, characterized by linen dresses, muted tones, and breezy seaside settings, gained traction on TikTok and Instagram, particularly among Gen Z and millennials. Its popularity can be tied to larger cultural movements emphasizing simplicity, mindfulness, and the escapism of a slower-paced life—a direct counterbalance to the chaos of modern digital culture.

Other aesthetics like Cottagecore, rebranded with an eco-conscious twist, and the ever-popular Barbiecore also made waves. The latter enjoyed a resurgence thanks to the continued cultural momentum of Greta Gerwig’s Barbie film, with searches for “Barbie outfits” and “Barbie-themed parties” peaking around Halloween.

Technology and Self-Improvement: AI Goes Personal

If 2023 was the year AI went mainstream, 2024 was the year it got personal. Queries like “best AI fitness coach” and “AI personal assistant reviews” reflected a growing reliance on technology for day-to-day improvement. Searches for AI mental health tools doubled year-over-year, fueled by high-profile endorsements from wellness influencers and tech companies pivoting toward health-focused applications. Notably, apps like MindMate and CoachAI experienced a 150% uptick in downloads, according to app analytics firm Sensor Tower.

The rise in AI-driven solutions highlights a pivotal shift: consumers are looking for tools that don’t just inform but actively enhance their lives. In a fast-paced, tech-saturated world, the demand for AI to be a partner in wellness, creativity, and productivity reflects a deeper yearning for balance and control.

Each of these trends—be it the romanticism of past eras, the pursuit of aesthetic perfection, or the integration of AI into personal growth—offers a revealing glimpse into the cultural forces shaping 2024. Together, they form a mosaic of consumer aspirations and anxieties, one that brands and analysts alike should study closely.

Decoding Consumer Behavior

Each trending search in 2024 reflects a deeper insight into consumer values, aspirations, and anxieties. By examining the data more closely, we can uncover the emotional and cultural drivers behind these trends—offering a roadmap for understanding where consumer priorities lie.

1. Liam Payne: Nostalgia for the Early 2010s

The resurgence of Liam Payne as a top-searched celebrity points to a yearning for the simplicity and optimism of the early 2010s. As millennials—many of whom came of age during One Direction’s peak—face the pressures of midlife, this nostalgia for their formative years has manifested in renewed interest in boyband culture. This trend aligns with a broader pattern of pop culture revivals, seen also in the resurgence of early 2000s fashion trends like cargo pants and butterfly clips.

2. Coastal Granddaughter: Aesthetic Minimalism Takes Center Stage

The rise of ‘Coastal Granddaughter’ reflects a broader shift toward simplicity and aspirational minimalism. The aesthetic’s muted colors, airy linens, and tranquil imagery symbolize an escape from the frenetic pace of digital life. It also suggests a growing appreciation for aspirational but attainable lifestyles—ones that blend minimalism with a touch of indulgence. Brands tapping into this trend, such as lifestyle influencers and boutique fashion labels, have seen a measurable boost in engagement, with TikTok videos tagged #CoastalGranddaughter garnering over 1 billion views in 2024.

3. AI Fitness and Wellness Tools: A Desire for Efficiency

Searches for “AI fitness coach” and “mental health apps” underscore a practical consumer desire: the ability to improve well-being through technology. These tools not only offer convenience but also provide the personalized insights consumers increasingly expect. The surge in such searches suggests that people are seeking efficiency in their self-improvement journeys, mirroring a larger societal emphasis on productivity—even in personal health.

4. Barbiecore: The Intersection of Fun and Feminism

The continued momentum of Barbiecore speaks to a layered cultural narrative. On the surface, it’s about vibrant colors and nostalgia, fueled by the success of Greta Gerwig’s Barbie. But it also reflects a deeper societal conversation about femininity, empowerment, and the reclaiming of traditionally “girly” aesthetics. Search data shows spikes in queries related to Barbie-themed events, with a significant portion coming from millennials and Gen Z women, illustrating how the trend resonates across generations.

5. Climate-Conscious Aesthetics: Cottagecore Evolves

With “eco-Cottagecore” becoming a trending phrase, consumers are blending aesthetic preferences with environmental consciousness. This evolution of Cottagecore emphasizes sustainable practices, from upcycled fashion to eco-friendly home decor. It highlights a shift in values where consumers want their lifestyle choices to reflect their ethical beliefs—an expectation increasingly directed at brands as well.

6. Wellness Through Nature: Forest Bathing and Outdoor Retreats

Searches for “forest bathing benefits” and “nature retreats near me” saw a 180% increase, signaling a rising interest in wellness practices tied to the outdoors. This trend reflects anxiety about over-reliance on technology and a desire to reconnect with the physical world. It also mirrors the broader cultural interest in mindfulness, creating opportunities for brands in travel, wellness, and even tech to innovate with nature-focused experiences.

7. Live Experiences: The Beyoncé Effect

The massive search volume for “Beyoncé tour dates” highlights a strong consumer desire for in-person experiences, even as digital entertainment options proliferate. The record-breaking attendance for her Renaissance Tour is emblematic of a broader trend: people seeking moments of collective joy and escapism in a world still recovering from the isolation of the pandemic.

From nostalgia to sustainability, the top search trends of 2024 reveal a complex but cohesive narrative: consumers are seeking balance—between the past and the present, between convenience and mindfulness, and between digital tools and real-world connections. These insights not only explain the year’s cultural fascinations but also offer brands a roadmap for meeting consumers where they are.

Trends Shaping Industries

The top Google searches of 2024 are more than just curiosities; they serve as leading indicators of industry shifts. From fashion to entertainment to wellness, these searches reveal emerging consumer demands that are already reshaping markets.

Fashion and Beauty: Lifestyle Aesthetics Drive Purchasing Decisions

The meteoric rise of “Coastal Granddaughter” and other aesthetics such as “Barbiecore” has had a measurable impact on the fashion and beauty industries. According to Lyst’s 2024 Fashion Report, searches for linen dresses and oversized cardigans—hallmarks of the Coastal Granddaughter style—increased by 40% year-over-year, driving a surge in demand for minimalist, high-quality wardrobe staples. Brands like Everlane and Reformation, which align with these aesthetic principles, reported double-digit growth in online sales during the third quarter.

Similarly, “Barbiecore” fueled a 22% spike in searches for pink apparel and accessories, with major retailers like Zara and H&M introducing Barbie-inspired collections. The beauty industry has also capitalized on these trends; data from NPD Group shows that pink-toned makeup products saw a 35% increase in sales following the success of Greta Gerwig’s Barbie film.

Entertainment: Nostalgia and Star Power Drive Demand

Consumer search trends have reaffirmed the entertainment industry’s reliance on nostalgia and star power to generate engagement. Google reported that “Liam Payne” was among the top 10 most-searched names in 2024, signaling a revival of interest in early 2010s pop icons. This trend aligns with streaming platforms capitalizing on nostalgia, such as Netflix’s acquisition of early One Direction documentaries, which saw a 15% increase in viewership in November alone.

Meanwhile, Beyoncé’s Renaissance Tour demonstrated the power of live experiences. Ticketmaster’s data revealed a 28% increase in average ticket prices for her shows compared to 2019, reflecting not only the demand for in-person events but also the willingness of consumers to pay for premium, once-in-a-lifetime experiences.

Wellness: Technology Meets Self-Care

The wellness industry continues to adapt to growing consumer interest in mental health and fitness technologies. Searches for “AI fitness coach” and “mental health support apps” increased by 150% and 90%, respectively, according to Google Trends. Companies like Peloton and Calm have benefited from this surge, with Peloton reporting a 25% uptick in subscriptions tied to its AI-integrated training programs.

At the same time, the demand for personalized nutrition solutions has reshaped the diet industry. Searches for “DNA-based diets” and “customized meal plans” jumped by 70% compared to 2023, indicating a shift toward bespoke health solutions. This trend aligns with data from MarketWatch, which predicts the personalized wellness market will exceed $9 billion by 2025.

Convergence Across Industries

What’s striking about these trends is how they often intersect. The Coastal Granddaughter aesthetic, for example, not only influences fashion but also wellness, with consumers searching for “beachside yoga retreats” and “mindful coastal living.” Similarly, the resurgence of nostalgic entertainment has driven increased sales in merchandise, from concert memorabilia to limited-edition collectibles.

These trends underscore a broader consumer desire for experiences and products that feel personal, meaningful, and rooted in larger cultural narratives. For businesses, the message is clear: the key to staying relevant lies in understanding not just what consumers are searching for but why those searches matter.

What This Means for Brands

For businesses, the 2024 search trends are more than a summary of consumer curiosities—they’re a playbook for anticipating and meeting evolving demands. Leveraging search data isn’t just about understanding what consumers want today; it’s about predicting what they’ll desire tomorrow and adapting accordingly.

Leveraging Search Data for Consumer Alignment

Search data provides a direct line to consumer interests, values, and behaviors. Brands that monitor these trends can develop marketing campaigns and products that resonate with real-time needs. For instance, fashion brands that embraced the “Coastal Granddaughter” aesthetic early on reaped significant rewards. Searches for linen trousers and oversized sweaters rose by 320%, signaling a shift in consumer demand for minimalist designs.

Similarly, the surge in queries for AI wellness tools highlights a ripe opportunity for tech and wellness companies to collaborate on user-centric solutions. Companies like Calm, which incorporated AI-driven sleep coaching tools, have already capitalized on this demand, achieving a 22% growth in app downloads this year.

Staying Attuned to Micro-Trends

While macro-trends like nostalgia and sustainability provide a broad framework, the real value lies in tapping into micro-trends—specific niches that are gaining traction within larger movements. Consider the evolution of Cottagecore into eco-Cottagecore. This micro-trend combines aesthetic appeal with sustainability, signaling a dual priority for consumers: lifestyle and ethical responsibility.

By acting on these smaller but significant shifts, brands can position themselves as pioneers in emerging markets. For example, home decor companies that introduced upcycled furniture styled in eco-Cottagecore designs saw a 30% increase in sales on platforms like Etsy and Wayfair.

Agility in Marketing and Product Development

Search trends also emphasize the need for businesses to remain agile. Consumer interests evolve quickly, and brands that fail to keep up risk losing relevance. For example, in entertainment, the resurgence of Liam Payne as a search trend wasn’t just about his fame; it reflected a broader millennial desire for nostalgia. Streaming platforms that immediately highlighted content related to Payne, like old One Direction concerts or documentaries, gained significant traction compared to competitors who were slower to adapt.

Agility also extends to marketing strategies. Real-time monitoring of search trends allows marketers to craft campaigns that meet consumers where they are. Social media platforms, particularly TikTok, have become hotspots for leveraging trending aesthetics and concepts like Barbiecore. Brands that incorporated these trends in their advertising campaigns reported engagement rates that were 50% higher than standard industry benchmarks.

A Competitive Edge Through Data-Driven Insights

Ultimately, search trends offer brands a way to stay ahead of the curve, but the key is actionable insight. It’s not enough to know that consumers are searching for “mental health apps” or “AI fitness tools.” The next step is understanding the why behind the search—what emotional or practical need the consumer is trying to fulfill—and aligning your offerings accordingly.

In a rapidly evolving marketplace, the brands that succeed will be those that not only track consumer behavior but also adapt their strategies and innovations in real-time. Search trends are no longer just data points—they’re a direct reflection of the consumer psyche, and for savvy businesses, they’re a roadmap to staying relevant.

The Bigger Picture: Human Curiosity in the Digital Age

Search behavior in 2024 offers a unique lens through which to view the complexities of modern society. At its core, these trends reveal an enduring truth about human nature: our unrelenting curiosity and desire for connection. From the nostalgic resurgence of Liam Payne to the tech-driven pursuit of personalized wellness, the intersection of past and future defines how we navigate an increasingly digital world.

The Fusion of Nostalgia and Innovation

This year’s top searches reflect a striking balance between looking back and moving forward. The popularity of searches tied to early 2010s icons like One Direction signals a collective longing for a simpler time—a yearning amplified by the uncertainty of recent years. Yet, this nostalgia is being reshaped by innovation. Platforms like Spotify and YouTube have not only made revisiting these moments effortless but have also introduced new layers of interactivity, from curated playlists to AR-enhanced concert experiences.

In the same vein, trends like Barbiecore and Coastal Granddaughter aren’t just about reliving the past; they represent a reimagining of it. These aesthetics are elevated by modern narratives around empowerment, sustainability, and mindfulness. Nostalgia may fuel the initial spark, but innovation ensures its relevance to today’s consumers.

Individuality in a Collective Context

Another defining characteristic of 2024’s search trends is the blend of individuality with collective experiences. The surge in searches for AI fitness tools and mental health apps reflects a deeply personal journey toward self-improvement, yet these tools are shared widely within digital communities. TikTok challenges centered around these technologies or lifestyle trends exemplify how deeply individual pursuits often become collective movements.

Even entertainment choices, such as the overwhelming demand for Beyoncé’s Renaissance Tour, reflect this duality. While each attendee may connect with the music in their own way, the act of participating in a global cultural moment ties them to a broader community. It’s a reminder that even in an age of hyper-personalization, humans still seek shared experiences that transcend borders.

The Role of Digital Ecosystems

Search trends emphasize how digital platforms influence both consumer behavior and cultural identity. Whether it’s the rise of eco-Cottagecore or the embrace of AI wellness tools, platforms like Instagram, TikTok, and Reddit serve as incubators for these movements. Algorithms surface trends, while users refine and amplify them, creating a feedback loop that drives societal shifts at unprecedented speed.

This dynamic has made search data a powerful tool—not just for marketers and brands, but for sociologists and futurists attempting to understand where society is headed. Each search is a tiny piece of a larger puzzle, reflecting how individuals make sense of an increasingly complex world.

Curiosity as a Constant

At its heart, the data reveals something timeless: humans are, above all else, curious. Whether we’re searching for practical solutions, exploring our identity, or reconnecting with the past, the act of searching is a reflection of our desire to learn, adapt, and connect. In 2024, that curiosity has taken on new forms, fueled by technology but grounded in universal emotions.

As we look ahead, it’s clear that search behavior will continue to evolve, offering even deeper insights into how society balances individuality with collective identity, and nostalgia with innovation. For those paying attention, it’s not just a reflection of where we are—it’s a guide to where we’re going.

Beyond the Keywords

The top Google searches of 2024 are more than a curiosity—they’re a window into the evolving cultural zeitgeist. They capture the hopes, fears, and aspirations that define our time, offering insights that go beyond marketing or product development. For anyone seeking to understand society, search trends provide a valuable tool for decoding how people engage with the world around them.

But this data also invites a challenge: to think critically about the searches we conduct and the trends we follow. What does our collective behavior say about us? How do the answers we seek shape the world we live in?

As technology continues to influence every aspect of our lives, understanding search behavior is not just a task for marketers or data analysts—it’s an opportunity for anyone curious about the intersection of culture, innovation, and identity.

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Millennials and Gen Z in Singapore are a growing force reshaping the nation’s political and social priorities. As Singapore’s younger generations mature, their views on housing affordability, job security, education quality, and environmental issues are placing new demands on policymakers. These groups, representing a significant portion of the voting public, hold nuanced perspectives on government transparency, social support, and economic stability that challenge traditional governance.

Understanding these perspectives isn’t just essential for keeping pace with shifting demographics; it’s crucial in shaping policy that resonates with Singapore’s existing and future voters.

Overview of Singapore’s Political and Governmental Structure

Singapore operates under a parliamentary republic system, a framework that combines a powerful central government with a clear separation of roles among its governing bodies.

At the national level, executive power resides with the President, a largely ceremonial figure elected to safeguard Singapore’s reserves and approve key appointments, and the Parliament, which wields legislative power. Parliament is responsible for crafting policies that drive the nation’s development and manage pressing societal needs.

Local governance, while limited compared to some other nations, includes municipal councils that oversee housing, public spaces, and community-level programs. This reflects Singapore’s emphasis on centralized policy with localized service delivery. Most policies, particularly those impacting housing, economic stability, and social services, originate at the national level, undergoing thorough debate, planning, and implementation.

In this context, the demands of Millennials and Gen Z intersect with a system designed for top-down policy control. Yet, as these generations raise issues ranging from environmental sustainability to housing affordability, they bring fresh scrutiny to the traditional paths of policy development. This dynamic invites questions about how a centralized system can accommodate Singapore’s youth’s increasingly vocal and distinct priorities.

Demographic Snapshot of Millennials and Gen Z in Singapore

Millennials (Ages 26–41)Gen Z (Ages 10–25)
Population SizeApproximately 1.2 millionApproximately 1.4 million
Educational AttainmentHigh percentage with tertiary education; a significant number of university graduatesThe majority are students, increasing enrollment in tertiary education
Employment StatusPredominantly employed; active in various industriesMany are students; those of working age are entering the job market
Home OwnershipHigher rates of home ownership; many own HDB flats or private propertiesLower rates; many live with parents or in rental accommodations
Housing PreferencesPreference for stability; investment in propertyGrowing interest in flexible living arrangements; some prefer renting
Digital EngagementActive on social media; use digital platforms for work and leisureHighly active; digital natives with a strong presence on emerging platforms

Note: The population sizes are approximate estimates based on available data. Specific figures for educational attainment, employment status, and housing preferences are generalized trends observed within these age cohorts.

Youth Trust and Engagement with the Government

Millennials and Gen Z in Singapore are redefining what it means to trust and engage with their government. Both generations represent a complex relationship with authority: one shaped by high expectations for transparency, safety in expression, and a desire for responsive governance.

While Millennials tend to carry a cautious skepticism rooted in years of rapid societal change, Gen Z approaches government with a fresh perspective, primarily shaped by digital engagement and an openness to new policies that address their unique challenges and aspirations.

In Singapore, trust levels in government among youth are moderate but reflect distinct generational attitudes. According to the Vero Advocacy and Kadence International study, 55% of Millennials and Gen Z Singaporeans report “full trust” or “a fair amount of trust” in the government’s commitment to acting in the public’s best interest.

This mirrors a trend seen across Southeast Asia, where about half of young people feel a similar level of trust toward their respective governments. The data suggests that while Singaporean youth do recognize the stability their government provides, they also demand greater transparency and action on issues they prioritize, such as economic opportunities, housing, and environmental policy.

These generations’ perceptions of safety vary notably when expressing opinions on government issues. Our study shows that around 60% of youth in Singapore feel “safe” or “very safe” discussing political or social issues publicly, with Gen Z displaying a slightly higher comfort level in this area than Millennials. This difference in perception could be attributed to how each generation has learned to navigate digital spaces. Gen Z, as digital natives, are particularly comfortable using social media as a tool for discourse and activism, creating an environment where sharing and advocating for change online is normalized. Millennials, in contrast, engage with a degree of caution; while they are digitally active, they often weigh the potential risks of public expression, especially on sensitive issues.

The methods of engagement these generations employ further underscore their contrasting approaches to political discourse. Gen Z’s preference for social media as a primary outlet for civic engagement reflects their inclination toward immediate and public discourse. They are likely to voice concerns on platforms enabling real-time conversations, directly addressing policies on climate action, mental health, and economic reforms to their peers and broader networks. This tendency not only amplifies their voice but also places pressure on policymakers to address these topics with transparency and responsiveness.

Millennials, on the other hand, while equally invested in these issues, tend to adopt a hybrid approach that includes both digital and offline channels. Many participate in community forums, policy discussions, or volunteer-driven initiatives where they can engage in a more structured, in-depth dialogue about government policies. This blend of engagement styles among Millennials represents a cautious yet committed approach to advocacy.

As Singapore’s younger generations continue to advocate for more open and responsive governance, their differing approaches to trust and engagement highlight the need for the government to adapt to these new dynamics. With half of Singapore’s youth seeking greater transparency and safe spaces for discourse, there is a clear call for a government that listens and reflects their diverse voices and values. This shift is not only reshaping the nature of youth engagement in Singapore but is also challenging traditional structures, pushing the government to evolve in response to a generation that seeks a partnership in governance, not just representation.

Key Policy Concerns for Singapore’s Youth

Singapore’s Millennials and Gen Z are vocal about the issues that impact their lives most directly, with economic security, housing affordability, healthcare, and environmental sustainability at the top of their agenda. These priorities reflect a growing push for policies that go beyond traditional measures and address the lived realities and future aspirations of these generations.

Employment and Economic Opportunities

For Millennials and Gen Z, stable employment and fair economic opportunities are fundamental expectations. The Vero Advocacy and Kadence International study shows that job security is a top concern, with over 70% of youth respondents prioritizing policies that provide stable employment and career growth opportunities.

As automation and globalization reshape industries, Millennials in mid-career stages seek policies supporting upskilling and job retention. Gen Z, entering a workforce already influenced by the gig economy, values policies that ensure fair compensation and secure work conditions in both traditional and freelance sectors. Together, these generations call for a government approach emphasizing economic resilience and adaptability, preparing youth for a rapidly changing job market.

Affordable Housing

Housing affordability remains a significant issue, particularly for Millennials, who are more likely to seek permanent residences. The study reveals that a substantial portion of Millennials feel priced out of Singapore’s competitive housing market and express a need for government intervention to curb rising costs.

About 65% of Millennials report that the high cost of home ownership is a major barrier, pushing them to delay property purchases or consider alternatives, such as long-term renting. While younger and less likely to be immediate buyers, Gen Z is acutely aware of these challenges and supports policies prioritizing affordable housing options. This cross-generational concern highlights a shared expectation for the government to address housing inequality and implement policies that make homeownership attainable for future generations.

Healthcare Accessibility

Millennials and Gen Z view affordable healthcare as essential, with a particular emphasis on mental health support. The Vero Advocacy and Kadence study indicates that more than 60% of young Singaporeans feel that current healthcare costs are prohibitive, especially regarding mental health services, which are increasingly seen as crucial for overall well-being.

Gen Z, in particular, emphasizes mental health resources, likely due to growing awareness and reduced stigma around these issues. Millennials, balancing work and family responsibilities, are similarly concerned with healthcare costs and seek greater government support to ensure that quality care is accessible to all income levels. This shared priority points to a need for healthcare policies that are both comprehensive and responsive to the unique mental and physical health needs of today’s youth.

Environmental Protection

Environmental sustainability is another critical issue for Singapore’s youth, who are increasingly vocal about climate action and pollution control. Our study shows over 75% of respondents believe the government should strengthen environmental policies to address pressing issues such as waste management, air quality, and sustainable urban planning.

Gen Z, in particular, leads this charge, with many advocating for stricter regulations on waste disposal and a shift toward renewable energy sources. Millennials, too, are invested in sustainability, pushing for policies that balance economic growth with environmental responsibility. This unified stance on environmental protection underscores an urgent call for government action, as both generations recognize the long-term impact of current environmental challenges on their future.

Together, these concerns illustrate a clear demand from Singapore’s youth for policies prioritizing economic stability, housing affordability, accessible healthcare, and environmental responsibility. For policymakers, addressing these issues means not only meeting immediate needs but also establishing a foundation for sustainable growth that resonates with the values of Millennials and Gen Z. These generations are not just advocating for change—they are urging the government to craft a future that aligns with their vision for a fair, healthy, and resilient society.

How Youth Perspectives Are Reshaping Government Policy in Singapore

The perspectives of Millennials and Gen Z are gradually transforming Singapore’s policy landscape as the government adapts to address their concerns on economic opportunities, housing, healthcare, and environmental protection. In recent years, several policy initiatives have emerged that reflect the priorities of these younger generations, underscoring a shift in governmental focus toward issues relevant to youth.

Housing Initiatives and Affordability Programs

Recognizing the growing demand for affordable housing, the government has introduced a series of subsidies and grants to assist first-time homebuyers, particularly young adults, navigating a high-cost market.

Programs such as the Enhanced CPF Housing Grant, which offers increased financial support based on income levels, aim to make homeownership more accessible to Singaporeans. These initiatives directly respond to Millennials’ concerns about housing affordability and demonstrate a willingness to support younger buyers in achieving long-term stability. Additionally, recent efforts to expand the supply of public housing and accelerate the development of Build-to-Order flats illustrate the government’s acknowledgment of the housing needs expressed by Millennials and Gen Z.

Environmental Programs and Sustainability Goals

Singapore’s youth-led advocacy for stronger environmental policies has influenced the government’s commitment to sustainability, visible in initiatives such as the Singapore Green Plan 2030. This comprehensive plan outlines goals across several domains, including energy, waste management, and biodiversity, with milestones to reduce the country’s carbon footprint.

To tackle plastic pollution, a significant concern among Gen Z, the government has introduced mandatory recycling programs and is moving toward a plastic bag charge in supermarkets. These policy changes reflect a responsiveness to youth advocacy for climate action and a more sustainable Singapore, acknowledging the urgency of environmental protection emphasized by young citizens.

Healthcare and Mental Health Support

In response to heightened mental health awareness among Millennials and Gen Z, the government has expanded mental health services and introduced funding to make counseling and support more affordable. The Community Health Assist Scheme (CHAS), which provides subsidies for mental health treatments, has been expanded to increase accessibility for those in need.

Programs like MindSG, an online mental health resource, provide youth with tools and support options, recognizing mental health’s significant role in their overall well-being. These initiatives reflect a progressive shift toward addressing the mental and emotional health priorities outlined by Singapore’s younger generations.

Engagement Platforms and Youth-Targeted Dialogues

Singapore has developed several platforms designed specifically for young citizens to voice their perspectives on policy issues to strengthen youth engagement in governance.

Photo credit: National Youth Council

The Youth Conversations platform, organized by the Ministry of Culture, Community, and Youth, facilitates dialogues between government officials and youth on topics such as jobs, sustainability, and social inclusion. Similarly, Our Singapore Fund offers grants encouraging youth-led projects focused on social issues, empowering young Singaporeans to actively participate in community improvement initiatives. These platforms foster direct communication between policymakers and young people, allowing the government to better understand and respond to the evolving needs of these influential demographics.

Shifts in Governmental Rhetoric and Policy Prioritization

Youth advocacy has also influenced a shift in the government’s tone and language when addressing issues of concern to Millennials and Gen Z. Recently, government statements have increasingly included references to sustainable growth, equitable access, and mental health, aligning with the values and priorities of Singapore’s youth.

Photo credit: National Youth Council

Initiatives such as the National Youth Council’s expanded focus on civic responsibility and social innovation reflect a broader governmental commitment to integrating youth voices into policy development. This shift demonstrates how youth engagement is prompting the government to adopt a more inclusive and responsive approach, ensuring that policies not only address immediate concerns but also resonate with the aspirations of Singapore’s future generations.

As Singapore continues to evolve, the influence of Millennials and Gen Z on public policy is undeniable. Through targeted programs, open dialogues, and responsiveness to youth-driven issues, the government is gradually reshaping its approach to governance, adapting to the demands of a new generation actively shaping Singapore’s future.

Implications for Policymakers

With Millennials and Gen Z stepping into the spotlight, Singapore’s policymakers face an urgent call to action. These generations aren’t merely seeking change—they’re driving it, setting a bold agenda that includes economic opportunity, affordable housing, accessible healthcare, and environmental responsibility. And they expect a government that will work with them, not just for them, to bring this vision to life.

For leaders, this means creating policies that truly resonate, backed by ongoing engagement to track and respond to shifting youth values. With today’s youth shaped by rapid technological shifts and global awareness, staying attuned to their evolving expectations is essential. Leveraging insights from studies, such as those by Vero Advocacy and Kadence International, can give policymakers a window into these dynamic perspectives.

To foster lasting trust, it’s time to formally embed youth voices into the policy process. Dedicated channels—digital platforms, targeted surveys, and youth forums—can make young people feel valued and influential in shaping Singapore’s future. This collaborative approach will empower the next generation and strengthen the connection between youth and government in a way that truly counts.

A Call for Youth-Centered Governance

Millennials and Gen Z are steering Singapore’s policy landscape with a clear agenda—sustainability, affordable housing, and equitable healthcare. They’re not just voicing concerns; they’re reshaping governance, demanding responsiveness, transparency, and genuine engagement from leaders.

For policymakers, this is a call to action: adapt or risk losing the trust of a new generation. Governance that listens, evolves, and truly connects with the values of young Singaporeans is no longer optional—it’s essential for securing the nation’s future. This moment is pivotal. The current government is making great efforts to ensure youth participation, and if they are successful, they will build a legacy of trust and shared vision that will ensure a vibrant, forward-looking Singapore for generations to come.

Download the full report here.

[Research] Youth Attitudes toward Governance in South East Asia

In recent years, Singapore has witnessed a notable paradox in financial behaviors. While credit card billings have declined, credit card and other unsecured debts continue to rise. According to recent studies, this trend is particularly pronounced among the younger generations, signaling a shift in their financial attitudes and practices. This juxtaposition of reduced spending alongside increased borrowing poses intriguing questions about the underlying motivations and future implications for financial management among Millennials and Gen Z.

So, how do you decode these financial attitudes thoroughly? 

This phenomenon is particularly interesting when we consider two other spending-related observations that are unique to two specific generations: ‘doom spending,’ or the fatalistic approach to consumption that reflects youth’s pessimistic outlook on their financial future, versus ‘YOLO,’ where a generation of spenders justifies their purchases with a more optimistic /momentous orientation to self-gratification. 

This ‘alphabet soup’ of financial attitudes is further complicated by the ‘FIRE’ movement, where desires to be ‘Financially Independent’ and ‘Retiring Early’ are contrary to spending on whimsical wants.”

Understanding the Financial Landscape in Singapore

The financial landscape in Singapore has undergone significant transformations, especially when observed through the lens of credit card usage and unsecured debt among Millennials and Gen Z. 

Recent data highlights a concerning trend: even as overall credit card billings decline, unsecured debt continues to climb.

A report from The Straits Times points out that total credit card billings fell by 2% last year, yet unsecured debt for the same demographic rose by 5.7%. 

This indicates a deeper issue than mere spending habits; it suggests a shift toward more substantial financial obligations or possibly an increased reliance on credit for essential spending rather than discretionary purchases.

This shift becomes even more pronounced compared to previous generations’ financial behaviors. Historically, credit was used to leverage bigger, often asset-building purchases. However, today’s younger generations increasingly use credit for everyday expenses, highlighting a shift from capital investment to operational spending. The rise in ‘buy now, pay later’ services and their popularity among these age groups supports this trend, offering immediate gratification or necessity fulfillment but at the cost of future financial freedom.

Furthermore, the attitudes toward debt have evolved. 

Previously, debt was often viewed as something to be avoided unless significant assets like homes or cars were purchased. Today, data suggests that Millennials and Gen Z in Singapore are more comfortable with accruing debt, often viewing it as a necessary evil to manage cash flow or as an integral part of modern financial life. This comfort with debt is contrasted with a high level of financial literacy that these generations reportedly possess, which presents a paradox in their financial behavior patterns.

So, while previous generations may have used credit as a stepping stone to build assets, current trends among Millennials and Gen Z in Singapore show a shift toward using credit for immediate needs and lifestyle sustainability. This evolution in financial behavior underlines the complexities of modern economic environments and the changing values regarding money, debt, and future planning.

Also, watch my video on The Culture Market-Paradox: Understanding and Serving Singapore’s Diverse Consumer Base.

‘Doom Spending’ vs. ‘YOLO’ – A Generational Shift

‘Doom spending’ refers to the trend where individuals, particularly from Gen Z, spend money with a sense of inevitability or fatalism about the future. Unlike discretionary or luxury spending, doom spending is often motivated by a desire to experience pleasure or satisfaction in the short term, driven by a bleak outlook on long-term prospects.

This trend is becoming prevalent among younger consumers who are facing global crises like climate change, economic instability, and political uncertainty, which are significantly shaping their worldview.

In contrast, we see the YOLO spending trend among millennials.

The Millennials’ ‘YOLO’ spending was characterized by an optimistic, seize-the-day attitude. It emerged from a period of relative economic prosperity and stability, encouraging spending on travel, experiences, and luxury goods as a form of self-expression and living life to the fullest.

Brands that capitalized on this trend, like Airbnb and Grab, promoted experiences over possessions, resonating deeply with Millennials’ desire for adventure and convenience.

Psychological and Cultural Shifts in Financial Habits 

Shift from Hope to Dread

This shift represents more than just a change in spending habits; it indicates a deeper, more pervasive psychological and cultural transformation among younger generations. 

Key aspects include:

  • Economic Context: Previous generations, like the Millennials during their formative years, experienced periods of relative economic growth and stability, which fostered a sense of optimism. They adopted a ‘YOLO’ (You Only Live Once) mentality, encouraging spending on experiences and luxuries to capitalize on the perceived stability and opportunities available. In contrast, Gen Z has come of age during times of significant global uncertainty—economic volatility, climate crises, and political unrest- contributing to a more pessimistic outlook.
  • Perception of Future Stability: There’s a growing sentiment among Gen Z that the traditional milestones of financial security, such as owning a home or having a stable, lifelong career, are out of reach. This uncertainty fosters a mindset where long-term planning feels less feasible or rewarding, pushing them toward ‘doom spending’—spending driven by a sense of enjoying the present because the future is too uncertain.
  • Cultural Reflections: This shift is also reflected in culture and media that resonate with Gen Z, which often portray themes of dystopia, existential threats, and social decay. Such cultural products reflect and reinforce their anxieties, creating a feedback loop that influences personal and financial decisions.

Impact of Social Media

Social media platforms play a significant role in shaping the financial attitudes and behaviors of Gen Z, with specific impacts including:

  • Instant Access to Global Crises: Platforms like Twitter and Instagram provide real-time updates on global and local crises, from climate change impacts to economic downturns and social justice issues. This constant stream of information can exacerbate feelings of anxiety and powerlessness, which can lead to spending money as a coping mechanism for immediate emotional relief.
  • Comparison and Expectations: Social media also fosters a culture of comparison, where users are continually exposed to curated lifestyles that may seem unattainably perfect. This can lead to increased spending as young people attempt to mimic online lifestyles and experiences, which they perceive as markers of success or happiness.
  • Marketing Strategies Targeting Vulnerabilities: Marketers can leverage these platforms to target young consumers with personalized advertising that taps into their fears and aspirations. The omnipresence of such targeted ads can influence spending habits, making it difficult for young individuals to resist impulse buys, especially when these purchases are framed as solutions to their anxieties or ways to boost their social standing.

Understanding these deeper shifts provides critical insight into why younger generations may behave differently from their predecessors regarding financial decisions. It also highlights the complex interplay between individual choices and societal and technological influences.

The FIRE Movement and Its Resonance in Singapore

What is the FIRE Movement?

The FIRE (Financially Independent, Retire Early) movement advocates for extreme savings and investment to allow individuals to retire far earlier than traditional models suggest. 

Its core principles involve:

  • High Savings Rates: Adherents typically aim to save and invest 50% to 70% of their income.
  • Frugal Living: Reducing everyday expenses to the bare minimum to maximize the amount that can be diverted toward savings.
  • Strategic Investments: Investing in stocks, bonds, and other assets to create income streams that support early retirement.
  • Income Optimization: Seeking additional income sources or higher-paying employment to further boost savings rates.

Uptake and Adaptation of FIRE Among Singaporean Youths:

In Singapore, the FIRE movement has seen a unique adaptation. Singaporean youths are increasingly drawn to financial independence, viewing it as a way to escape the high-pressure work environments common in the city-state.

However, the intersection of ‘doom spending’ complicates their financial strategies. While some youths strive for the frugality required by FIRE, others oscillate between strict budgeting and sporadic episodes of doom spending, driven by a desire to find immediate joy amidst uncertain prospects.

This behavioral pattern suggests a hybrid approach to financial independence, where long-term savings goals coexist with short-term indulgences.

Realism and Motivation of Early Retirement Goals

  • Challenges: Achieving early retirement in a high-cost city like Singapore poses significant challenges. The high cost of living, coupled with the need for a substantial financial cushion to manage healthcare and housing, makes the strict saving thresholds of FIRE daunting.
  • Motivational Aspects: Despite these challenges, the motivation for pursuing early retirement is strong. Many young Singaporeans view financial independence as a form of security against economic volatility and job insecurities, making the sacrifices associated with FIRE seem worthwhile.
  • Cultural Influence: Singapore’s strong societal emphasis on financial success and stability motivates youths toward FIRE. It aligns with cultural values that prize foresight, planning, and financial prudence.
  • Educational and Support Systems: The rise of financial literacy programs, online forums, and community groups supporting FIRE principles helps sustain motivation and provides the necessary education and peer support to navigate the complexities of such financial planning.

While striving for early retirement through the FIRE movement presents a robust set of challenges in Singapore, it also offers a compelling framework for financial security that resonates with the youth. The movement’s principles counterbalance the uncertainties that fuel doom spending and align with broader cultural and personal aspirations for autonomy and stability in an unpredictable world.

Case Study

DBS Bank – Digital Engagement with Millennials and Gen Z

Image credit: DBS Bank 

Background

DBS Bank, one of Asia’s leading financial institutions, recognized the shift in banking habits among younger generations, who prefer online interactions over traditional branch visits. Millennials and Gen Z in Singapore are tech-savvy consumers who demand convenience, speed, and personalization in their banking services.

Approach/Strategy 

DBS responded by enhancing its digital banking platform, DBS Digibank, to include features tailored specifically to these demographics. They introduced biometric login methods, an AI-driven financial and investment advisor named “Digibot,” and a user-friendly interface that simplifies the process of financial transactions. DBS also launched a social media campaign to connect with these generations, using platforms like Instagram and TikTok to educate them about financial literacy in a relatable and engaging way.

Outcomes/Results 

The enhancements to DBS Digibank led to a significant increase in user engagement, with a reported rise in young customers who started using DBS for their primary banking needs. The bank also saw improvements in customer satisfaction scores, demonstrating the effectiveness of its digital-first approach. The social media campaigns further reinforced their brand presence among younger consumers, making DBS a popular choice for Millennials and Gen Z in Singapore.

Case Study

Grab – Flexibility and Financial Services for the Gig Economy

Images credit: Seedly

Background 

Grab, a Singapore-based technology company that offers ride-hailing, food delivery, and payment solutions, has a significant user base among Millennials and Gen Z. These generations are heavily involved in the gig economy, either as consumers or service providers.

Approach/Strategy 

To cater to the financial needs of this demographic, Grab expanded its services to include “GrabPay,” a digital wallet that offers a seamless payment solution across its various platforms. They also introduced “GrabInvest,” an investment platform that allows users to invest small, manageable amounts of money directly from their GrabPay balance into various funds, aligning with the FIRE movement principles.

Outcomes/Results 

Grab’s financial services quickly gained traction. “GrabPay” became a popular method for transactions on the Grab platform and across other retail and online stores in Singapore. “GrabInvest” appealed to young investors by offering a flexible and less intimidating entry point into investing, leading to increased participation rates among Millennials and Gen Z. The success of these initiatives has helped reinforce Grab’s position as a fintech innovator while providing young consumers with tools to manage their finances effectively.

Market Research Insights: Complexities and Nuances of Financial Attitudes

Market research insights suggest that while both generations are acutely aware of their financial environments, their responses and strategies differ markedly due to their unique priorities and anxieties. By understanding these nuances, financial institutions can tailor their products and marketing strategies to effectively meet the distinct needs of Millennials and Gen Z. This tailored approach addresses current financial tendencies and anticipates future trends as these generations evolve.

Uncovering Underlying Attitudes and Emotions

  • Qualitative Insights: Deep dives into qualitative data from interviews, focus groups, and surveys with Millennials and Gen Z in Singapore reveal complex emotions and attitudes toward money. Common themes include a sense of urgency about the future, concerns over economic stability, and a desire for a balanced life that includes enjoyment now and security later.
  • Emotional Drivers: Both generations exhibit a heightened emotional response to financial planning, influenced by global economic uncertainties and societal pressures. Gen Z, in particular, shows prevalent anxiety toward long-term financial commitments and a stronger inclination toward immediate gratification—hence, the rise in ‘doom spending.’

Differences in Financial Priorities and Anxieties

  • Millennials: Generally, Millennials are more focused on long-term financial security. They are concerned with building assets, such as purchasing property and retirement savings. This group is also more likely to engage in financial planning services and seek investment advice to secure their future.
  • Gen Z: In contrast, Gen Z prioritizes flexibility and lifestyle sustainability over asset accumulation. Their financial anxieties are more about maintaining a lifestyle in the face of job insecurity and economic fluctuations, which drives their engagement in flexible financial solutions like gig work and freelance opportunities.

Tailoring Financial Products and Marketing Strategies

For Millennials:

  • Product Development: Financial institutions should consider offering products that promote asset building, such as favorable mortgage rates or retirement savings plans with competitive interests.
  • Marketing Strategies: Communication should emphasize stability, long-term gains, and financial wellness. Tools like webinars, blogs, and financial planning apps can engage Millennials looking for education and guidance in their financial decisions.

For Gen Z:

  • Product Development: Products should cater to flexibility and short-term benefits, such as easy-access savings accounts, credit cards with lifestyle rewards, and investment options with liquidity. Innovative financial solutions like micro-investing platforms or ‘buy now, pay later’ services are particularly appealing
  • Marketing Strategies: Marketers reaching Gen Z should heavily leverage digital media, using platforms where they are most active, like Instagram and TikTok. Messaging should focus on financial empowerment and independence, with a tone that resonates with their desire for authenticity and immediate value.

Final Thoughts

The financial behaviors of Millennials and Gen Z in Singapore exhibit a complex interplay of traditional values and modern influences. Millennials are primarily focused on asset building and long-term security. In contrast, Gen Z navigates an uncertain landscape with a strategy that includes immediate enjoyment and cautious planning. The nuances of ‘doom spending’ alongside the aspirational goals of the FIRE movement illustrate a generational pivot that underscores a broader range of financial attitudes and needs.

The diverse financial attitudes of these generations suggest broader implications for the financial sector and policymakers. Financial institutions are directed to innovate to address immediate consumer behaviors and long-term financial health. Products and services must be adaptable, reflecting the fluidity of modern financial environments. On the other hand, policymakers are called to consider these behaviors in their regulatory and fiscal policies to ensure a stable yet flexible economic environment that can support diverse financial needs and aspirations.

Stakeholders across the financial ecosystem must engage with these insights actively and thoughtfully. Financial institutions should consider how they can more effectively meet the evolving needs of younger consumers, not just as a business opportunity but as a part of broader societal support. Marketers and product developers are encouraged to innovate with empathy, understanding that financial products can significantly impact people’s lives. For policymakers, integrating these insights into policy development can help create frameworks that support financial health and stability, fostering an environment where young people can thrive economically.

By embracing these detailed insights into Millennial and Gen Z financial behaviors, stakeholders can better align their strategies with their clientele’s actual needs and desires, paving the way for a more inclusive and adaptable financial landscape in Singapore.

China’s retail sector emerged as a key driver of economic recovery post-Covid and has surpassed even the most optimistic forecasts. Based on the latest news, retail sales, which is an indicator of consumption, increased by 5.5%. Although it slowed down from a 7.4% rise in December, it still beat the expected 5.2% gain.

During the eight-day Lunar New Year holiday in February 2024, there was a significant increase in travel, which supported the revenue of the tourism and hospitality sectors. As a result, there was a 3% growth in oil refinery throughput to meet the high demand for transport fuels.

Amidst this economic surge, China’s Gen Z—born between 1995 and 2009—are reshaping retail and consumerism in the country. Representing 19% of the national population, this demographic is significant in size and profound in influence. They effortlessly bridge the digital and physical worlds, champion a new wave of ethical consumerism, and exhibit spending behaviors that set them apart from prior generations. As revealed by a joint study from the Tsinghua-Nikkei Institute of Media Studies, their impact on the economy and culture is multifaceted.

Gen Z in China experiences unique challenges, including economic uncertainty and pressures from an aging society. Although the year’s first quarter saw a better-than-expected growth of 5.3% in GDP, experts predict a slowdown in the coming years. The jobless rate among those aged between 16 and 24 is 15.3%, significantly higher than the national average. This economic environment shapes their consumption habits and lifestyle choices, leading to trends such as “reverse consumption” and the “stingy economy” in 2024. In these times, value for money and prudent spending are paramount.

Understanding and engaging with China’s Gen Z is imperative for brands looking to thrive in this dynamic market. Their unique consumer habits and technological savvy fuel China’s retail growth and are poised to redefine global market trends. Gen Z is essential for any forward-looking strategy, especially for brands aiming to secure a foothold in the world’s largest consumer economy.

Understanding Gen Z in China

Demographic Overview

  • Size and Economic Influence: China’s Generation Z comprises individuals born between 1995 and 2009, making up about 19% of the nation’s population. This translates to roughly 265 million people, forming a significant consumer force within the world’s second-largest economy.
  • Key Statistics:
    • Age Range: Currently, ages 14 to 28.
    • Urban vs. Rural Distribution: A significant majority reside in urban areas, mirroring China’s overall urbanization trends. Urban Gen Zers are likelier to have higher disposable incomes and access to digital technologies than their rural counterparts.

Cultural Characteristics

  • Core Values and Attitudes:
    • Individualism and Self-expression: Unlike the collectivist orientation of previous generations, Chinese Gen Z values individuality and self-expression, influenced by global cultural exchanges via the internet.
    • Sustainability and Ethics: They show a heightened responsibility toward the environment and social issues, favoring eco-friendly and ethical brands.
  • Influence of Cultural, Socio-Economic, and Technological Factors:
    • Global Influence: Exposure to global cultures through digital platforms has cultivated a more cosmopolitan outlook among Gen Z.
    • Economic Context: Growing up during China’s rapid economic growth has fostered high expectations for living standards and personal wealth.
    • Educational Opportunities: Improved education systems and resources have led to a more informed and competitive generation.

Technological Integration

  • Role of Digital Technology in Daily Lives:
    • Connectivity: Nearly ubiquitous smartphone usage facilitates constant connectivity to social networks and e-commerce platforms.
    • E-commerce Habits: Gen Z in China is highly comfortable with online shopping, and they often prefer online retail platforms to traditional stores for both research and purchasing.
  • Popular Platforms Among Chinese Gen Z:
    • WeChat: A multi-purpose platform used for messaging, social media, marketing, and payments.
    • Douyin (TikTok): The leading platform for short video content, highly popular for its entertainment value and as a source of trends and products.
    • Bilibili: Known for its focus on anime, comics, and games (ACG) content, it’s a hub for niche communities and deeper fan engagement.
    • Impact on Consumer Behavior: These platforms shape how Gen Z spends their time and influence their consumption patterns, from fashion and entertainment to food and technology.

Case Study: Soul – A Digital Ecosystem Tailored to Gen Z

Background:

Soul, a social media platform with about 80% of its user base from Gen Z, has become a barometer for the shifting preferences and lifestyles of this demographic in China. The platform’s data provides insights into how these young consumers navigate their economic realities with innovative social and shopping behaviors.

Image credit: Soul app website

Key Insights:

  • Strategic Shopping: During major shopping festivals like Singles Day, a significant portion of Gen Z users on Soul meticulously plan their purchases, prioritizing value and quality over impulsive buying.
  • Engagement Trends: The platform has noted a rise in “narcissism” among its users, which is seen not as selfishness but as a form of positive self-care and acceptance. This reflects a broader trend in which mental and personal well-being are as important as physical health.

These insights underscore how digital platforms are retail channels and communities where Gen Z finds support and affirmation for their values and choices. It highlights the critical role of digital ecosystems in shaping young consumers’ purchasing habits and lifestyle choices in today’s economy.

Marketing and Product Strategies for Engaging Gen Z

Product Innovation and Adaptation

Importance of Innovation and Customization:

  • Adapting to Preferences: Gen Z in China values products that serve functional purposes and reflect their personal identity and ethos. Innovation and customization are crucial for products to resonate with this demographic, which prizes uniqueness and personalization.
  • Speed to Market: Rapid prototyping and quick iteration are essential to keep pace with Gen Z’s changing tastes and trends.

Examples of Successful Products Tailored for Gen Z in China:

  • Tech Gadgets: Smartphones and wearables with customizable features (e.g., skins, interfaces) that allow personal expression.
  • Fashion and Beauty: Brands like Perfect Diary offer cosmetics that appeal through limited-edition collaborations with pop culture icons and localized trends, driving online and in-store engagement.
  • Food and Beverage: Snack brands offering exotic flavors or health-oriented products tailored to young consumers’ desire for novelty and wellness.

Branding and Communication

Strategies for Building a Brand That Resonates:

  • Authenticity: Transparency in production processes and business practices, as Gen Z consumers are more likely to scrutinize the authenticity and ethics behind a brand.
  • Sustainability: Emphasizing eco-friendly practices and products, supporting social causes, and engaging in community initiatives that reflect their values and desire for ethical consumption.
  • Community Building: To foster a sense of community, creating spaces for engagement and dialogue, whether through brand-sponsored events or online forums.

Effective Communication Strategies:

  • Language and Tone: Utilizing a relatable and conversational tone in marketing communications that speaks directly to Gen Z’s values and lifestyle.
  • Aesthetics and Design: Visually appealing, bold, and distinctive styles that stand out in the crowded digital landscape.
  • Media Channels: Focusing on digital-first platforms like social media, influencer collaborations, and content marketing on platforms popular among Gen Z, such as Douyin and Bilibili.

Leveraging Technology

Using AI, AR, VR, and Other Technologies:

  • AI: Personalized shopping experiences through AI recommendations based on browsing and purchase history, enhancing user engagement and satisfaction.
  • AR and VR: Offering virtual try-ons for items like clothing and makeup or immersive experiences that allow consumers to engage with a brand or product in innovative ways.
  • Gamification: Integrating game mechanics into apps and campaigns to increase participation and loyalty.

Importance of Mobile-First and Omnichannel Experiences:

  • Mobile-First: Designing campaigns and content with a mobile-first approach, considering most of Gen Z’s interactions and transactions occur on smartphones.
  • Seamless Omnichannel Experiences: Ensuring a consistent brand experience across various online, mobile, and in-store channels to meet Gen Z’s expectations for a fluid shopping experience. 

Case Studies and Examples

Success Stories

Case Study 1: Perfect Diary

Background: Perfect Diary is a Chinese cosmetics brand that has skyrocketed in popularity among Gen Z consumers through savvy digital marketing strategies and collaborations with pop culture phenomena.

Image Credit: YouTube

Strategies:

  • Influencer Partnerships: Leveraging partnerships with major celebrities and micro-influencers to build trust and authenticity.
  • Limited Edition Releases: Creating time-limited products in collaboration with popular TV shows, celebrities, and even national museums, sparking buying frenzies.

Analysis: Perfect Diary’s success reveals Gen Z’s affinity for brands that offer unique, personalized experiences and demonstrate a deep understanding of cultural trends. The brand’s approach illustrates the power of community-driven marketing and the importance of adapting quickly to emerging trends.

Case Study 2: HeyTea

Background: HeyTea, initially founded in 2012 in the second-tier cities of Guangdong, has emerged as a trailblazer in the tea industry by introducing cheese tea, a novel beverage that combines freshly brewed tea with a creamy cheese topping. Originally a small tea shop, HeyTea gained national fame by reinventing traditional Chinese tea culture for a younger audience with new flavors and an Instagram-worthy aesthetic. This innovation has revolutionized the way young consumers in China enjoy tea, particularly in affluent eastern cities.

Image Credit: The Economist

Strategies:

  • Product Innovation: HeyTea redefined traditional tea by introducing cheese tea, served at a 45-degree tilt as recommended by the brand’s ‘tea-ristas’ to perfectly blend the bitter tang of tea with the salty cream cheese cap. This unique product offering captured the imagination and taste buds of a young, urban clientele.
  • Exclusivity and Demand Generation: In its early days, HeyTea created a buzz by limiting purchases and maintaining exclusivity. The long queues at their outlets, sometimes extending up to three hours, were managed by security guards, and the brand had to impose a limit of two cups per person to deter scalpers. This strategy, often referred to as “thirst marketing,” although contested by HeyTea, effectively built a sense of urgency and exclusivity around the brand.
  • Selective Distribution: Initially, HeyTea chose to stay off major food-delivery apps to focus on crafting a high-quality experience that couldn’t be rushed or commoditized. This approach emphasized the artisanal aspect of their offerings, differentiating them from other tea chains that relied on pre-made or powdered ingredients.

The phenomenon of HeyTea speaks volumes about modern consumer behavior in China. The willingness of customers to hire others to stand in line or the implementation of purchase limits illustrates the high value placed on trendy and exclusive products. By offering a product that needed careful preparation and was served in a specific way, HeyTea not only set a new trend but also raised the bar for quality and customer experience in the beverage industry.

HeyTea’s strategy also reveals several crucial insights into broader market trends and consumer preferences:

  • Experience over Convenience: Despite the convenience culture prevalent among Gen Z, the success of HeyTea underscores a contrasting willingness to seek out and wait for unique, quality experiences.
  • Quality as a Differentiator: In a market saturated with quick-service options, HeyTea’s focus on high-quality, freshly brewed, and uniquely presented products helped it stand out, demonstrating that consumers are ready to prioritize quality over speed.
  • Cultural Resonance and Innovation: The introduction of cheese tea not only leveraged traditional Chinese tea culture but also innovated upon it, showcasing that blending tradition with creative modern twists can resonate deeply with young consumers.

HeyTea’s journey from a small tea shop to a national phenomenon encapsulates the dynamic interplay of innovation, marketing savvy, and a deep understanding of consumer desires, setting a benchmark for others in the beverage industry and beyond.

Lessons from Failures

Case Study: Dolce & Gabbana’s PR Crisis

Background: In 2018, Dolce & Gabbana planned a major fashion show in Shanghai. However, promotional videos and comments made by the founders were perceived as racially insensitive by many in China, including Gen Z, leading to a massive backlash and cancellation of the event.

Image Credit: The New York Times

This failure highlights the critical importance of cultural sensitivity and awareness. Brands targeting Gen Z must understand and respect their audience’s cultural contexts and values, as Gen Z consumers are particularly attuned to social issues and brand ethics.

Future Trends and Predictions

Emerging Trends

  • Sustainability and Eco-Friendliness: Gen Z’s preference for sustainable and eco-friendly brands will deepen as environmental concerns continue to rise. Brands that invest in sustainable practices and transparently communicate their environmental impact will gain favor.
  • Enhanced Personalization through AI: Artificial intelligence will play an increasingly significant role in offering personalized shopping experiences. From AI-curated shopping lists to virtual fitting rooms, these tools will tailor the consumer journey to individual preferences and behaviors.
  • Virtual and Augmented Reality Shopping: With advancements in VR and AR, immersive shopping experiences will become more mainstream, allowing Gen Z to explore products and environments virtually before making purchases.
  • The Rise of Social Commerce: Social media platforms will evolve beyond branding channels to become integral shopping venues, leveraging live streams, social storefronts, and peer recommendations.
  • Health and Wellness: Health-conscious products, including wellness apps, fitness gear, and healthy food options, will see increased demand as Gen Z continues to prioritize mental and physical well-being.

Economic Influences on Gen Z Consumer Behavior

As we look to the future, the economic landscape will continue influencing Gen Z’s consumer behavior significantly. The rise of what has been termed the “stingy economy” reflects a shift toward more economically cautious spending habits. This trend is not merely about spending less but seeking greater value and efficiency in expenditures. Platforms like Xiaohongshu and Douyin have become crucial in this shift, allowing Gen Z consumers to meticulously research and compare prices before purchasing.

Emerging Lifestyle Trends:

  • Value-for-Money Lifestyle: Increasingly popular among Gen Z, this trend focuses on maximizing the value received from purchases and experiences, driven by a pragmatic approach to spending.
  • Lazy Health: This trend signifies a growing preference for low-effort, high-impact health and wellness activities, such as ensuring adequate sleep and engaging in stress-free physical activities.
  • City Walks and Special Forces Travel: These trends reflect a desire for experiences that require minimal investment but offer maximum enjoyment and relaxation, aligning with the broader shift toward economic leisure activities.

Predictions on how these trends will shape future marketing and product strategies:

  • Brands must integrate sustainability into their core operations to attract eco-conscious consumers.
  • Marketing strategies must increasingly rely on data analytics and AI to deliver hyper-personalized communications.
  • Companies should invest in AR and VR to create compelling, interactive marketing campaigns and shopping experiences.
  • Social commerce will necessitate strategies that effectively engage influencers and leverage user-generated content to drive sales.

Adapting to Change

Strategies for Staying Relevant:

  • Continuous Innovation: Regularly updating product lines and experimenting with new marketing tactics to keep pace with Gen Z’s evolving tastes.
  • Feedback Loops: Implementing real-time feedback mechanisms to gather insights directly from Gen Z consumers and quickly adapt products and campaigns.
  • Collaborative Engagements: Partnering with Gen Z influencers and thought leaders to co-create content and products that resonate authentically with the demographic.

Importance of Agility and Continuous Learning:

  • Agility in Business Practices: Being agile means more than reacting to trends; it’s about anticipating changes and being prepared to pivot strategies swiftly and efficiently.
  • Emphasis on Continuous Learning: Staying informed about technological advancements, cultural shifts, and consumer behavior patterns is crucial. This includes ongoing education and training for teams to remain adept and responsive.

Understanding and adapting to emerging trends is vital in a world where change is the only constant. For marketers and product managers targeting Gen Z in China, staying ahead means embracing a culture of innovation, maintaining agility in strategic planning, and committing to continuous learning. By doing so, they can ensure their brands remain relevant and appealing to this dynamic and influential consumer segment.

guide-to-gen-z

The Imperative of Understanding and Adapting to Gen Z Consumers in China

Gen Z consumers’ dynamic and ever-evolving characteristics in China underscore a pivotal challenge and opportunity for brands aiming to thrive in the modern marketplace. This demographic defines their consumption patterns and setting trends that influence the global economy. 

For brands, understanding and engaging with Gen Z is not merely about tapping into a new customer base but about aligning with the future of commerce itself.

Gen Z’s unique blend of digital savviness, ethical consumerism, and preference for personalized and immersive experiences demands a rethinking of traditional marketing and product strategies. The brands that successfully captivate this audience demonstrate authenticity, innovate continually, and leverage the latest technologies to create engaging and meaningful interactions. Moreover, the responsiveness to environmental concerns and the integration of sustainability into core business operations are becoming non-negotiable aspects that can significantly sway Gen Z’s loyalty and advocacy.

Therefore, brands that anticipate and adapt to Gen Z’s needs position themselves for increased market share in the present and set the groundwork for sustained relevance and success as this demographic matures. 

The stakes are high, and the brands that effectively decode the preferences and values of Gen Z will likely lead the charge in shaping the future economic terrain.

To deepen your understanding of Gen Z’s impact on global markets and to refine your strategies accordingly, we invite you to download our exhaustive global Gen Z report. Gain detailed insights and practical guidance to harness the potential of this crucial demographic. 

Access the report now at The Definitive Guide to Gen Z.

This comprehensive report is invaluable for any business leader or marketer aiming to make informed decisions that resonate with Gen Z and propel their company toward long-term success.

Along the coast of Laguna in the Philippines, Anna, a 17-year-old student, begins her day long before sunrise to work on her small online business, a venture that started as a hobby but has grown into something promising. 

Anna’s family has been farmers for generations. Still, with access to the internet,  digital tools, and e-commerce platforms. She has started what was unimaginable to her parents at her age. She represents the new generation of Southeast Asians: ambitious, connected, and eager to make their mark.

In a region where more than a third of the population is aged between 15 and 34, as highlighted in the ASEAN Youth Development Index, Anna is not an outlier. She is part of a growing demographic wave shaping the future of Southeast Asia. This youth population is large, increasingly educated, and tech-savvy, with characteristics that reshape consumer markets and create new business opportunities in the region.

Anna’s small business, which started by selling handmade crafts from local artisans online, has now expanded to a broader market beyond her village, thanks to digital platforms. Her success shows the changing dynamics in the region and the untapped potential that lies within its young population.

Anna’s story mirrors the potential and aspirations of the youth in the Southeast Asian region.

Understanding and engaging with this young demographic is critical to unlocking new opportunities in this diverse and rapidly evolving region.

Understanding the Southeast Asian Youth Demographic

Anna’s story represents a significant and influential demographic shift across Southeast Asia. This shift presents many untapped opportunities for brands looking to expand or establish their presence in this market.

The Southeast Asian region, home to a diverse range of countries with varying cultures, languages, and economic stages, is witnessing a rapid increase in its youth population. According to the ASEAN Youth Development Index (YDI), individuals aged between 15 and 34 constitute a substantial portion of the region’s population. The median age in the Philippines is 26. This young demographic is growing in numbers and is characteristically different from the previous generations in many vital aspects.

The ASEAN Youth Development Index provides a comprehensive picture of the youth demographic in the Southeast Asian region. In several ASEAN nations, this age group constitutes a substantial percentage of the population, indicating a large market size and a pivotal role in shaping the future socio-economic landscape of these countries.

Characteristics of the Youth Demographic

The growing appeal of next-generation consumers in urban areas is influenced by increasing affluence, a mobile-first mindset, and an eagerness to embrace lifestyle innovations. The influence of popular culture, design, and fashion trends from China, Japan, and Korea is becoming increasingly evident across the region. These trends are often adapted to suit local tastes and preferences.

Savvy brands recognize that young Southeast Asian consumers are not uniform; their browsing and buying habits vary across different markets. 

Rising middle class with higher education levels 

There has been a significant increase in access to education among the youth in these countries. Higher education levels have resulted in a more knowledgeable and skilled workforce ready to engage in more complex and diverse economic activities.

This youth population is increasingly aware of global issues, including sustainability and social responsibility. Brands and campaigns that resonate with these values are finding a receptive audience among Southeast Asian youth. For instance, we have seen from our studies that young consumers have a growing preference for sustainable and ethical brands, highlighting the importance of corporate social responsibility (CSR) in business strategies.

Technological Adeptness

Asia’s consumption market is significantly influenced by a new generation of digital natives —individuals born between 1980 and 2012, encompassing Generation Z and Millennials. This group, which forms over a third of Asia’s population in terms of consumption, is poised to be a key driver in the region’s economic activity in the upcoming years.

This group is adept at using digital tools and platforms, influencing their consumption patterns, communication styles, and lifestyle choices. 

Research by McKinsey on Generation Z in Asia highlights some defining traits of these digital natives. 

They actively seek unique experiences and are more inclined than Generation X to purchase brands that distinguish them. 

A striking feature of this generation is their financial optimism, with more than 70% expressing confidence in achieving their financial goals.

This optimistic outlook translates into increased consumption, facilitated by easy access to digital platforms and a willingness to use credit facilities. In China, for instance, digital natives are leading the consumer loan segment, with this age group constituting half of the indebted consumers. This borrowing trend fuels additional online spending, particularly in apparel and durable goods.

Technology has become a part of everyday life for the region’s youth. This affects their consumption patterns, career aspirations, and overall lifestyle choices. Brands looking to engage with this demographic must understand their affinity for digital platforms and their expectations for technology integration in products and services.

According to the latest Digital 2023 report of DataReportal, Filipinos spend an average of nearly 11 hours online daily. Most phones are used for gaming and social media. 

In another recent study of Telenor Asia, 8 out of 10 Filipinos have become more engaged online than in real life. This makes them one of the most virtually social across the globe. As a result, the gaming industry has transformed to accommodate more game apps focusing on socialization as another type of online entertainment.

We launched Project Helmet in partnership with Kadence US to study mobile players who engage or intend to engage in social games in the Philippines. We utilized various qualitative methodologies to explore gamers’ experiences and feedback on social gaming apps —home usage gameplay test, online diary, and in-depth interviews. 

Through these studies, we found that customization of in-game avatars resonates with most gamers who wish to have their unique and creative digital persona. Social games, for them, are an avenue to express themselves freely and with more confidence as if they are communicating with others in real life. Other features, such as various activities, spaces, and games, help them to start and continue socializing to a certain degree.

In a recent study of digital behaviors across 47 leading economies, the Philippines stands out for its internet usage. Filipinos report spending almost 60% more online time than the global average.

The economies of Southeast Asian countries have also grown massively in recent years. With the growing role of the middle class in the consumer market, it is essential to understand their lifestyle, values, consumption behavior, and brand preferences. A Japanese Management Consulting firm partnered with us at Kadence Philippines to conduct multiple home visits with Filipinos classified as emerging affluent (EA) to learn more about their opinions and preferences. 

Our interviews showed that emerging affluent Filipino consumers greatly value building connections and broadening their network. Our study was insightful for brands and marketers as they learned how to focus on people first and the product second to appeal to this growing consumer base of emerging affluents in the country.

Similar trends are noticeable in countries like Thailand and Singapore. The sustainability of this spending pattern by digital natives is contingent on their ability to balance debts with rising incomes and the continued availability of credit.

Entrepreneurial Spirit 

The entrepreneurial spirit seen in individuals like Anna is widespread. Fueled by increased access to technology and information, many young individuals are starting businesses, often in the digital and technology sectors. This entrepreneurial mindset creates a solid ecosystem for new business ideas, models, and collaborations.

The region’s youth population will peak at over 220 million by 2038. 

The growing youth population in Southeast Asia presents opportunities for brands that range from digital marketing and e-commerce to sustainable products and youth-centric services. When engaging with this demographic, brands must understand their aspirations, values, and the unique cultural context of this region.

Consumption Patterns and Preferences of Southeast Asian Youth. 

The Southeast Asian youth demographic, characterized by diverse and evolving consumption patterns, represents a significant market force in the region. 

Our insights from market expansion work and market research with clients spanning various industries involving online gaming, vaping, and multi-generational families shed light on this demographic’s unique preferences and behaviors.

The consumption patterns of Southeast Asian youth are not only diverse but also guided by distinct trends that reflect their values and lifestyle choices. Four key trends stand out in shaping consumer behavior: digital engagement, sustainability, ethical consumption, and the desire for speed and convenience. 

Digital Engagement

  • Online Shopping and E-Commerce: Southeast Asian youth are driving e-commerce growth, favoring the convenience and variety of online shopping. This shift is part of a broader trend of ‘Digital leapfrogging,’ where retail markets are moving directly from traditional formats to e-commerce, creating a unique digital shopping experience in the region.
  • Social Media Influence: These platforms play a crucial role in the lives of young consumers in this region. Brands that engage effectively through personalized storytelling, influencer partnerships, and interactive content can capture attention. This aligns with the “Segment of one” trend, where personalization in digital advertising is increasingly important.
  • Digital Payments and Fintech: The youth lead the adoption of digital payment methods and fintech services. The emergence of “Super Apps,” which consolidate various services, including financial, into a single platform, further accelerates this trend. GCash, a mobile wallet and digital payment platform, has seen massive adoption among the youth in the Philippines, offering convenient cashless transactions by emphasizing ease of use, security, and a wide range of financial services, from money transfers to online shopping, appealing to tech-savvy youth who value convenience. WeChat, AliPay, Grab, Gojek, and Kakao are other popular super apps in the region. 

Sustainability

  • Eco-Friendly Products and Practices: There’s a growing preference for sustainable products among Southeast Asian youth. This conscious shift aligns with a regional trend toward responsible consumerism, where consumers are willing to pay more for sustainable alternatives.
  • Support for Green Initiatives: Young consumers favor brands that participate in green initiatives and sustainable practices. Brands that can effectively bridge the gap between consumer willingness to pay and the pricing of sustainable products will find success in this market.

Ethical Consumption

  • Social Responsibility: The youth are increasingly aware of social issues and ethical consumption. This includes a preference for transparent brands with responsible supply chains and contributions to social causes.
  • Health and Wellness Focus: This demographic values products that promote health and well-being, reflecting a broader trend toward personalization in consumer products.
  • Cultural Sensitivity and Inclusivity: There is a demand for products and services that respect cultural diversity. This ties into the increasing popularity of local and regional brands that understand and cater to these cultural nuances.

Speed, Convenience, and Quality

  • Brand Consciousness and Quality Awareness: Southeast Asian youth value quality and authenticity. The rise of Asian brands, which align with these expectations, demonstrates a shift in brand preferences.
  • Demand for Convenience and Speed: The youth’s fast-paced lifestyle has demanded quick and efficient services. Digital technologies enable faster and more convenient consumer experiences.

Emerging Business Models for Southeast Asian Youth

Due to the changes and shifts in consumption patterns of Southeast Asian youth, we are seeing many emerging business models in the region. 

  • Subscription Services: A growing trend in Southeast Asia is the rise of subscription-based models, particularly in entertainment, food delivery, and even fashion. These services cater to the youth’s desire for convenience and variety. Subscription models offer the flexibility and novelty that young consumers seek, providing them with regular updates or access to products and services without the need for constant decision-making.
  • Customizable Products: The demand for personalization is shaping the market for customizable products. This trend is evident in sectors ranging from technology and fashion to health and wellness products. Southeast Asian youth, with their high value on individuality and personal expression, are drawn to products they can tailor to their specific needs and preferences. Brands offering customization options in tech gadgets, apparel, or even personalized skincare routines will resonate strongly with this demographic.
  • Integrated Digital Platforms: The advent of super apps is transforming the digital ecosystem in Southeast Asia. These platforms integrate services like social media, e-commerce, financial transactions, and even healthcare into a single, user-friendly interface. For the youth, who value efficiency and interconnectedness, these platforms offer a seamless digital experience. Brands that can integrate their services with these platforms or develop complementary digital solutions stand to gain significantly from the widespread adoption and user engagement these platforms enjoy.

Strategies for Engaging with Young Consumers

Successfully engaging with the young consumer market in Southeast Asia involves adapting strategies that resonate with their values, preferences, and lifestyles. Here are key strategies that businesses can adopt:

Digital Marketing

  • Leverage Social Media: Utilize platforms like Instagram, Facebook, TikTok, and YouTube to engage with young consumers. Create content that is relatable, engaging, and shareable.
  • Influencer Partnerships: Collaborate with social media influencers who resonate with the youth. Influencers can help in building brand trust and authenticity.
  • Interactive and Personalized Content: Develop marketing campaigns that are interactive and personalized. Utilize data analytics to understand consumer preferences and tailor content accordingly.
  • Mobile-First Approach: Ensure all digital content is optimized for mobile devices, considering the high usage of smartphones among the youth.

Sustainable Practices

  • Eco-friendly Products and Services: Develop and promote products or services that are environmentally friendly, highlighting the sustainability aspect in marketing campaigns.
  • Transparency: Be transparent about production processes, sourcing, and corporate practices. Young consumers value honesty and integrity.
  • Sustainability Campaigns: Participate in or initiate sustainability campaigns or events, demonstrating a commitment to environmental stewardship.

Community Involvement

  • Support Local Initiatives: Engage with local communities and support initiatives that resonate with the youth, such as cultural events, environmental conservation, or social causes.
  • Create a Sense of Community: Build a community around your brand by encouraging user-generated content, hosting events, or creating forums for discussion and interaction.
  • Corporate Social Responsibility (CSR): Implement CSR programs that align with the interests and values of young consumers. Focus on areas like education, health, and community development.

Additional Considerations

  • Adapt to Technological Trends: Stay updated with the latest technology trends, such as augmented reality (AR), virtual reality (VR), or AI, to create unique and immersive experiences.
  • Ethical Business Practices: Ensure your business practices align with social responsibility and fairness values.
  • Feedback and Engagement: Actively seek input from young consumers and engage with them on various platforms to better understand their needs and preferences.

Preparing and Adapting to Changing Demographics and Consumer Behaviors in Southeast Asia

As the Southeast Asian market continues to evolve, mainly driven by its forward-looking youth population, brands must adapt and prepare for the shifting trends. Here are strategies for brands to remain competitive and responsive:

Invest in Market Research:

Continuously gather and analyze data on changing consumer trends, preferences, and behaviors in the region. Understand the nuances and diversity within the youth demographic. This will enable brands to anticipate market shifts and adapt their products, services, and marketing strategies accordingly.

Embrace Technological Advancements:

Leverage new technologies like AI, big data, and blockchain to enhance customer experiences, optimize operations, and create innovative products or services. Staying ahead in technology adoption can help businesses cater to a tech-savvy youth market and streamline processes for efficiency and cost-effectiveness.

Foster Agility and Flexibility:

Develop an agile business model that can quickly respond to market changes. This includes pivoting strategies, exploring new markets, and adjusting product lines. An agile company can capitalize on emerging trends and address challenges promptly.

Prioritize Digital and Mobile Marketing:

Focus on digital and mobile-first marketing strategies, using social media, influencer collaborations, and personalized online content to engage young consumers. This approach aligns with the digital habits of the youth, enhancing brand visibility and engagement.

Commit to Sustainability and Social Responsibility:

Integrate sustainable practices into business operations and support social causes that resonate with the youth demographic. This builds brand loyalty and trust among young consumers who value ethical and eco-friendly practices.

Cultivate a Strong Online Presence:

Establish and maintain a strong, interactive online presence. This includes having an engaging website, active social media channels, and a robust e-commerce platform. An effective online presence is critical to connecting with the digitally connected youth market.

Offer Personalized Experiences:

Utilize data analytics to provide personalized products, services, and customer experiences. Personalization increases customer satisfaction and loyalty, resonating more with individual preferences and needs. Take, for instance, LINE, a popular messaging app that has become integral to daily communication in Thailand. It offers various services beyond messaging, including payment and social media features, through customization to local preferences, such as providing locally relevant stickers and integrating services that cater to the Thai market’s specific needs. Other popular apps in the region include Viber, Telegram, and WhatsApp.

Build a Collaborative Ecosystem:

Collaborate with other businesses, local communities, and stakeholders to explore new opportunities. Collaboration can lead to innovative solutions, expanded markets, and shared resources.

Develop a Culturally Sensitive Approach:

Be mindful of the cultural diversity in Southeast Asia. Develop marketing and business strategies that are culturally sensitive and locally relevant. This enhances the brand appeal and avoids cultural missteps.

Focus on Talent Development:

Invest in training and development to equip the workforce with skills relevant to the evolving market, such as digital literacy, cultural competency, and innovation. A skilled and adaptable workforce is crucial for businesses to navigate and capitalize on the changing market dynamics effectively.

Gen Z and Alphas, born between the mid-1990s and the early 2010s, are wielding unprecedented influence over market trends, challenging legacy beauty brands to rethink their strategies and embrace a new era of authenticity and purpose.

Latest findings spotlight Gen Z as a powerhouse in the US economy, pouring a whopping $143 billion into the market. What sets this generation apart? Their strong preference for brands that resonate with their core values. A striking 62% of Gen Zers are willing to open their wallets wider for products from brands dedicated to making a positive impact on the environment and society. This generation isn’t just shopping; they’re voting for change with every purchase.

Legacy beauty brands are riding the wave of change, shifting gears from old-school marketing to crafting stories with purpose that click with the younger crowd. It’s all about what makes Gen Z tick: a deep sense of purpose and championing causes that matter to them. This isn’t just a change in strategy; it’s a whole new marketing playbook designed to capture the hearts of Gen Z and Alpha consumers, who crave fresh, innovative approaches. These brands are not just selling beauty anymore; they’re selling a vision that resonates with the values and aspirations of a new generation.

With Gen Z’s projected spending power set to surpass millennials by 2031, the beauty industry has witnessed a surge in spending among younger consumers, particularly in makeup, which grew 32% year-over-year. 

E.l.f. Cosmetics is leading the pack with Gen Z, winning them over with high-quality, wallet-friendly products and catchy marketing. Their rise to the top shows how being genuine and engaging with customers at the right moment pays off, especially when teaming up with popular TikTok stars and launching creative online series.

Maybelline is also hitting the mark with younger audiences by making social media its battlefield, especially on TikTok, where its Sky High mascara line has become a sensation thanks to clever promotions and a mix of different online activities.

Clinique is also getting in on the action, focusing on both online and in-person experiences to draw in Gen Z. Their “Protect Your Glow” campaign, and the virtual Clinique Lab are perfect examples of mixing tech and real-world connections to keep up with what younger customers want.

Source: Clinique

The lesson from these brands? Being authentic and truly connecting with Gen Z and Alphas is key. As beauty brands navigate the shifting sands of the industry, staying genuine and engaging meaningfully with the younger crowd is essential for success.

Understanding the Preferences of Gen Z and Alphas

Characteristics and Values of Gen Z and Alphas:

Digital Natives:

Gen Z and Alphas are born into a digital world where technology is seamlessly integrated into every aspect of their lives. They are adept at navigating online platforms and consume a significant portion of their content through digital channels such as social media, streaming services, and e-commerce platforms.

Authenticity:

Authenticity reigns supreme for Gen Z and Alphas. They value genuine connections and transparency from brands, seeking authenticity in the products they purchase and the companies they support. This generation is quick to discern between sincere efforts and mere marketing ploys, gravitating toward brands that demonstrate sincerity and integrity in their actions.

For instance, Fenty Beauty, celebrated for its inclusive shade range and bold marketing campaigns, has resonated with consumers seeking diversity and representation in the beauty industry. Similarly, R.e.m. Beauty’s recent funding success highlights the allure of celebrity endorsements and the potential for these brands to captivate younger audiences.

beauty-personas

Socially Conscious:

Gen Z and Alphas are socially conscious consumers prioritizing ethical and sustainable practices. They are deeply concerned about climate change, social justice, and diversity and expect the brands they engage with to share and uphold their values. 

Rare Beauty, founded by Selena Gomez, has emerged as a trailblazer in capturing the attention of Gen Z and Alphas. Rare Beauty’s emphasis on inclusivity and mental health advocacy resonates deeply with younger consumers, reflecting their desire for brands that champion authenticity and social responsibility. 

According to a study by Deloitte, 63% of Gen Z consumers prefer to buy from sustainable brands.

Individuality and Self-Expression:

Individuality and self-expression are core values for Gen Z and Alphas. They celebrate diversity and seek products and brands that empower them to express their unique identities. This generation is drawn to brands that embrace inclusivity and champion diversity, allowing them to see themselves represented in advertising and marketing campaigns.

Glossier, known for its minimalist aesthetic and community-driven approach, has cultivated a loyal following among Gen Z and Alphas through its relatable marketing and product offerings tailored to their preferences. These brands’ success underscores the importance of understanding and engaging with the values and aspirations of younger consumers.

Purpose-Driven:

Gen Z and Alphas are drawn to brands with a clear purpose and mission. They are more likely to support companies that stand for something meaningful and actively contribute to societal or environmental causes. 

As indicated in our report, “The Definitive Guide to Gen Z,” globally, 74% of Gen Zers believe they have the power to influence a brand’s actions for the better. In Asia-Pacific, this is held by 89% of respondents. Singapore and Indonesia top the list at 91% and 95%, respectively.”

To learn more about how Gen Z’s are similar and different across ten countries, download our full report here.

The growing demand for sustainability in the Beauty Industry and how brands can tap into it. 

Understanding Gen Z and Alphas’ key characteristics and values is paramount for legacy beauty brands seeking to engage and resonate with this influential demographic. By aligning their strategies and messaging with these preferences, brands can position themselves as authentic, socially responsible, and purpose-driven, thereby forging meaningful connections with younger consumers and securing their loyalty in the long term.

Consumer Awareness:

There has been a significant rise in consumer awareness regarding environmental and social issues, prompting a shift toward sustainability in the beauty industry. Consumers, especially Gen Z and Alphas, are increasingly mindful of the environmental impact of their purchasing decisions and seek out products and brands that align with their values.

Market Demand:

The demand for sustainable beauty products is rising, with consumers seeking brands prioritizing eco-friendly ingredients, packaging, and manufacturing processes. 

According to a recent report, the global market for sustainable cosmetics is projected to reach $9.75 billion by 2025, driven by growing consumer consciousness and demand for natural and organic products.

Regulatory Pressures:

Regulatory pressures and government initiatives to promote sustainability and reduce environmental impact drive change within the beauty industry. Legislation such as bans on single-use plastics and microplastics and regulations governing ingredient transparency and animal testing are pushing brands to adopt more sustainable practices.

Brand Differentiation:

Sustainability has become a key differentiator for beauty brands, offering a competitive edge in an increasingly crowded market. Brands that prioritize sustainability appeal to environmentally conscious consumers and position themselves as ethical and socially responsible, fostering stronger brand loyalty and trust among consumers.

Beauty brands recognize the importance of corporate responsibility, take proactive steps to reduce their environmental footprint, and promote ethical practices throughout their supply chains. Initiatives such as sourcing ethically sourced ingredients, reducing waste, and investing in renewable energy are becoming standard practices for forward-thinking beauty companies.

In light of these trends, sustainability has emerged as a critical consideration for legacy beauty brands seeking to remain relevant and competitive in today’s market. 

How Brands Can Communicate Their Commitment to Ethical Sourcing and Environmental Responsibility:

Transparency and Traceability:

Brands can communicate their commitment to ethical sourcing and environmental responsibility by providing transparent information about their supply chain practices. This includes detailing where ingredients are sourced, how they are harvested or produced, and the steps taken to ensure fair labor practices and environmental sustainability throughout the supply chain. By offering traceability and transparency, brands can build trust with consumers who value ethical sourcing.

Certifications and Labels:

Brands can demonstrate their commitment to ethical sourcing and environmental responsibility by obtaining certifications and labels that verify their sustainability credentials. Certifications such as Fair Trade, Cruelty-Free, Organic, and Vegan assure consumers that products meet specific standards for ethical and sustainable production. Incorporating these certifications into product packaging and marketing materials can signal to consumers that the brand prioritizes ethical and environmentally friendly practices.

For information about sustainability and eco-labels in ten countries, including the US, UK, Singapore, Indonesia, Japan, India, China, Thailand, Vietnam, and the Philippines, download our report: “The Green Brand — – A Comprehensive Report for Sustainable Trends Reshaping Brands.”

Storytelling and Brand Narratives:

Brands can use storytelling and brand narratives to communicate their commitment to ethical sourcing and environmental responsibility in a compelling and relatable way. By sharing stories about the people behind the products, the communities they support, and the environmental initiatives they champion, brands can humanize their sustainability efforts and create emotional connections with consumers. Authentic storytelling that highlights the brand’s values and mission can resonate with consumers on a deeper level, fostering loyalty and advocacy.

The Body Shop has long been a pioneer in ethical and sustainable beauty. Since its inception, the brand has been committed to cruelty-free products and sustainable sourcing. The Body Shop’s brand narrative emphasizes its dedication to environmental activism, fair trade practices, and community empowerment. Through initiatives such as the Community Trade program, which sources ingredients from marginalized communities worldwide, and campaigns advocating for biodiversity protection and against animal testing, The Body Shop seamlessly integrates sustainability into its brand narrative.

Corporate Social Responsibility (CSR) Initiatives:

Brands can showcase their commitment to ethical sourcing and environmental responsibility through corporate social responsibility (CSR) initiatives. This includes philanthropic efforts, community engagement programs, and sustainability projects that align with the brand’s values and contribute to positive social and environmental impact. By actively participating in CSR initiatives and communicating these efforts to consumers, brands can demonstrate their dedication to making a difference beyond profit-driven motives.

L’Oréal Paris has incorporated environmental and social responsibility into its brand narrative. The brand’s “Sharing Beauty with All” sustainability program outlines ambitious goals to reduce its environmental footprint, improve the sustainability of its products, and empower communities. L’Oréal Paris communicates its commitment to sustainability through transparent reporting, partnerships with sustainability organizations, and initiatives such as the L’Oréal Foundation’s “For Women in Science” program, which supports women in STEM fields.

Collaboration and Partnerships:

Brands can collaborate with like-minded organizations, NGOs, and industry partners to amplify their commitment to ethical sourcing and environmental responsibility. Collaborative projects and partnerships can leverage collective expertise and resources to drive positive change across the industry. By aligning with reputable organizations and engaging in collaborative initiatives, brands can strengthen their credibility and impact on sustainability and ethical sourcing.

Digital Adaptation Strategies to Reach and Engage with Gen Z

Legacy beauty brands are swiftly adapting their digital strategies to effectively engage with Gen Z, leveraging various platforms and technologies to meet this generation where they are most active.

Social Media Engagement

TikTok Dominance: Gen Z’s affinity for TikTok has propelled it to the forefront of digital marketing strategies for beauty brands. By creating engaging and authentic content that resonates with TikTok’s user base, brands can cultivate a loyal following and drive product awareness. For example, brands like Fenty Beauty and Maybelline have capitalized on TikTok trends and challenges to showcase their products in creative and relatable ways, resulting in viral campaigns and increased brand visibility.

Instagram Relevance: Instagram remains a powerhouse platform for beauty brands to showcase their products and connect with Gen Z consumers. Using features like Stories and Reels, brands can deliver visually compelling content and immersive experiences that captivate younger audiences. By collaborating with influencers and micro-influencers with a strong presence on Instagram, brands can amplify their reach and credibility within the Gen Z community.

E-Commerce Innovation

Direct-to-Consumer Channels: Legacy beauty brands increasingly invest in direct-to-consumer (DTC) channels to streamline the shopping experience for Gen Z consumers. By offering seamless online platforms and mobile apps, brands can provide personalized product recommendations, virtual try-on experiences, and easy checkout options, catering to the digital-first preferences of Gen Z shoppers.

Augmented Reality (AR) Integration: AR technology has become a game-changer for beauty brands looking to enhance the online shopping experience. By implementing AR try-on tools and virtual makeup simulations, brands can empower Gen Z consumers to experiment with different products and ‘looks’ before making a purchase decision. This interactive and immersive approach drives engagement and reduces the barrier to online shopping for beauty products.

Influencer Collaboration

Micro-Influencer Partnerships: Recognizing the influence of micro-influencers within niche communities, legacy beauty brands are forging partnerships with these content creators to reach Gen Z audiences authentically. Micro-influencers often have a highly engaged and loyal following, making them valuable brand advocates for driving product awareness and user-generated content.

User-Generated Content (UGC): Encouraging user-generated content through branded hashtags and challenges is another effective strategy for engaging Gen Z consumers. By empowering users to share their experiences and beauty routines, brands can foster a sense of community and authenticity that resonates with younger audiences.

Is your beauty brand trending?

A quest for authenticity and value characterizes Gen Z’s consumption and purchasing habits on platforms like TikTok. 

Trends such as the “no makeup makeup look,” boasting over 200 million views, showcase the generation’s preference for minimalist beauty routines and honest content. This trend emphasizes the importance of authenticity in both appearance and approach, highlighting the value Gen Z places on transparency. 

The pursuit of dupes, with the hashtag #Dupes amassing 3.5 billion views, is another example of Gen Z’s desire for quality products at affordable prices. Brands can capitalize on these trends by offering value-driven propositions and authentic messaging, resonating with Gen Z’s priorities and preferences in content consumption and product purchases.

The beauty industry’s future hinges on brands’ ability to embrace change, authenticity, and purpose-driven storytelling. Those prioritizing sustainability, authenticity, and inclusivity are poised to thrive as they connect with the values and aspirations of Gen Z and Alphas. Ultimately, beauty brands adapting to evolving consumer preferences and embracing purpose-driven messaging will secure long-term success.

In the current digital marketing landscape, social media is one of the most powerful tools for marketers to engage with their target audience. For Gen Z consumers, social media is not just a means of communication but an integral part of their lifestyle, shaping their behavior and influencing their purchasing decisions. 

It’s crucial for brands to understand how social media plays an essential role in Gen Z’s purchasing decisions and why it matters for their marketing strategy. In this article, we will explore the impact of social media on Gen Z’s purchasing behavior, the social media platforms that Gen Z uses the most, the rise of influencer marketing, the importance of user-generated content, and social media advertising. 

Who is Gen Z?

Gen Z, born between 1997 and 2012, is the generation that succeeded Millennials. They are the first generation born and raised in a digital era, shaping their unique characteristics and preferences.

Gen Z values inclusivity, diversity, and social causes more than previous generations. They are also more likely to value experiences over material possessions and prefer brands that align with their values. 

85% of Gen Z consumers are more likely to support a brand that supports a social cause they believe in, according to a study by DoSomething Strategic.

Gen Z consumers also have significant purchasing power. Gen Z’s global spending power will reach $33 trillion by 2030, making them the fastest-growing consumer segment in the world. They also influence their parents’ purchasing decisions, with 93% of parents saying their Gen Z children have at least some influence on family spending, according to a study by Harris Poll.

Case Study: Nike

Nike is a brand that has successfully targeted Gen Z consumers with its inclusive and diverse marketing campaigns. The brand’s “Dream Crazier” ad, featuring female athletes breaking barriers, was well-received by Gen Z consumers for its message of empowerment and inclusivity. Nike’s approach has paid off, with the brand experiencing an 11% increase in sales following the campaign, according to a report by Edison Trends.

Social Media Platforms Used by Gen Z

Gen Z is a generation that grew up with social media, and it has become a crucial part of their daily lives. 

According to a report by GlobalWebIndex, 98% of Gen Z consumers have a social media account, and they spend an average of 2 hours and 22 minutes daily on social media platforms.

So, what social media platforms do Gen Z use the most? Let’s take a look:

  • Instagram: Instagram is the most popular social media platform among Gen Z consumers worldwide. According to Statista, 79% of Gen Z consumers aged 16 to 24 use Instagram, and 65% use the platform multiple times daily. Instagram is a visual platform that allows users to share photos and videos, making it an ideal platform for brands to showcase their products and engage with consumers.
  • TikTok: TikTok has exploded in popularity among Gen Z consumers worldwide, with a 325% increase in downloads in 2020 alone, according to a report by App Annie. In the UK, for example, 70% of Gen Z consumers use TikTok, with 54% using the platform daily, according to a report by GlobalWebIndex. The platform’s short-form videos, music, and user-generated content have made it a go-to platform for Gen Z entertainment and product discovery globally.
  • Snapchat: Snapchat has been popular among Gen Z consumers for years worldwide. According to a report by GlobalWebIndex, 56% of Gen Z consumers use Snapchat, and 29% use the platform multiple times a day. Snapchat’s ephemeral nature, augmented reality features, and user-generated content make it a unique platform for brands to engage with consumers.
  • Twitter: Twitter may not be as popular as other social media platforms among Gen Z consumers, but it still has a significant presence globally. In India, for example, 50% of Gen Z consumers use Twitter, with 34% using the platform daily, according to a report by GlobalWebIndex. Twitter’s real-time conversations, hashtags, and brand engagement make it a valuable platform for brands to connect with consumers.

As you can see, Gen Z uses a variety of social media platforms to discover, engage with, and purchase products worldwide. The following section will explore how social media influences Gen Z’s purchasing behavior.

The Impact of Social Media on Gen Z’s Purchasing Behavior

Social media has profoundly impacted how Gen Z consumers shop, their decision-making process, and their brand loyalty. Here are some ways in which social media has influenced Gen Z’s purchasing behavior:

  1. Product Discovery: Social media has become a primary source of product discovery for Gen Z consumers. According to a report by GlobalWebIndex, 41% of Gen Z consumers worldwide use social media to learn about new products or services. Social media allows brands to reach Gen Z consumers where they are most active and showcase their products in a way that resonates with them.
  2. Reviews and Recommendations: Social media has also become a platform for Gen Z consumers to seek peer reviews and recommendations. 75% of Gen Z consumers worldwide rely on social media to make purchasing decisions, and 61% have bought a product after seeing a social media ad. Social media influencers also play a significant role in Gen Z’s purchasing behavior, with 68% of Gen Z consumers saying they trust influencers more than traditional celebrities, according to a study by Morning Consult.
  3. Brand Loyalty: Social media has made it easier for Gen Z consumers to connect with their favorite brands and develop brand loyalty. According to a report by Accenture, 65% of Gen Z consumers globally feel that brands should offer a personalized experience, and social media allows brands to tailor their messaging and engage with consumers on a more personal level. Social media is also a platform for Gen Z consumers to voice their opinions and connect with brands that share their values and beliefs.
  4. Influencer Marketing: Social media influencer marketing has become popular for brands to engage with Gen Z consumers. Influencers allow brands to reach Gen Z consumers authentically, driving brand awareness and sales. According to a report by Influencer Marketing Hub, the global influencer marketing industry was valued at $13.8 billion in 2021 and will grow to $22.3 billion by 2025. 

Social media has become an essential tool for brands to influence Gen Z’s purchasing behavior. Social media allows brands to showcase their products, engage with consumers, and develop brand loyalty. The next section will explore how product marketing managers can leverage influencer marketing to reach and engage with Gen Z consumers.

Influencer Marketing

Influencer marketing has become a popular strategy for product marketing managers to engage with Gen Z consumers. Influencers, who are social media personalities with a large following and a significant impact on their followers’ behavior, provide product marketing managers with an opportunity to reach and engage with Gen Z consumers in a more authentic and relatable way.

Here are some ways in which influencer marketing impacts Gen Z’s purchasing decisions:

  1. Authenticity: Influencers are known for their authenticity and relatability, which is particularly important for Gen Z consumers. According to a report by Morning Consult, 90% of Gen Z consumers say authenticity is essential when deciding which brands to support. Influencers provide an opportunity for product marketing managers to reach Gen Z consumers in a genuine and trustworthy way.
  2. Product Discovery: Influencers also play a crucial role in product discovery for Gen Z consumers. According to a study, 44% of Gen Z consumers globally discover new brands and products through social media influencers. Influencers allow brands to showcase their products in a way that resonates with Gen Z consumers through sponsored content, product reviews, and giveaways.
  3. Trust: Influencers are trusted by their followers, and their recommendations can significantly impact Gen Z’s purchasing decisions. According to a report by Morning Consult, 54% of Gen Z consumers have made a purchase based on a recommendation from a social media influencer. Influencers can allow brands to drive sales and build brand loyalty by leveraging their influence and connecting with Gen Z consumers.

Here are some ways in which product marketing managers can leverage influencer marketing to reach and engage with Gen Z consumers:

  1. Find the Right Influencer: The key to successful influencer marketing is finding the right influencer who resonates with your brand and target audience. Brands should look for influencers with a large following, a high engagement rate, and a similar brand ethos. The influencer should also have a genuine interest in the product and be able to promote it to their followers authentically.
  2. Set Clear Goals and Objectives: Brands should set clear goals and objectives for their influencer marketing campaign, such as increasing brand awareness, driving sales, or building brand loyalty. They should also measure the campaign’s success through metrics like engagement rates, clicks, and sales.
  3. Collaborate with Influencers: Brands should collaborate with influencers to create sponsored content that resonates with Gen Z consumers. The content should be authentic, visually appealing, and aligned with the brand’s values and messaging.

Case Study: Gymshark

Gymshark, a UK-based fitness apparel company, is a prime example of a brand that has successfully leveraged influencer marketing to attract a Gen Z audience. The company was founded in 2012 by Ben Francis, who was only 19 years old at the time, making him a relatable figure for Gen Z consumers.

Gymshark has worked with a variety of social media influencers to promote its products, from fitness personalities to fashion bloggers. 

One of the most successful influencer campaigns was with Nikki Blackketter, a fitness influencer with over 1 million Instagram followers. Gymshark sponsored Blackketter’s workout videos and provided her with clothing to wear during her workouts, which she promoted to her followers.

The campaign was a huge success, with Gymshark experiencing a 214% increase in sales in the US during the first month of the campaign. The company also gained over 100,000 new Instagram followers thanks to the exposure from Blackketter’s followers.

Gymshark has continued to work with influencers to promote its products, but the company has also leveraged user-generated content to engage with its Gen Z audience. The company encourages its customers to share photos and videos of themselves wearing Gymshark apparel on social media, which the company then shares on its social media accounts. This approach has successfully created a community around the brand and built brand loyalty among its Gen Z audience.

Gymshark has successfully leveraged influencer marketing to attract a Gen Z audience and has continued to engage with its audience through user-generated content. The company’s approach has been authentic and relatable, making it a go-to brand for Gen Z consumers interested in fitness apparel.

Influencer marketing has become a popular strategy for product marketing managers to engage with Gen Z consumers. Influencers provide an opportunity for brands to showcase their products, drive sales, and build brand loyalty in a way that is authentic and relatable. In the next section, we’ll explore the importance of user-generated content in engaging with Gen Z consumers.

User-Generated Content (UGC)

User-generated content (UGC) is any content created by consumers rather than brands. UGC can take many forms, such as photos, videos, reviews, and social media posts. UGC is becoming increasingly crucial for brands who want to engage with Gen Z consumers, as it allows consumers to connect with brands on a more personal level.

Here are some reasons why UGC is essential for brands:

  • Builds Trust: UGC is an effective way to build trust with Gen Z consumers. 68% of Gen Z consumers trust online reviews and UGC more than brand-generated content. UGC provides a sense of authenticity and transparency, which is particularly important for Gen Z consumers who value honesty and realness in their interactions with brands.
  • Increases Engagement: UGC also increases engagement with Gen Z consumers. According to a report by Stackla, UGC is 20% more likely to influence a purchase than brand-generated content. UGC is more likely to be shared, liked, and commented on, making it a powerful tool for product marketing managers to drive brand awareness and sales.
  • Builds Brand Loyalty: UGC is also an effective way to build brand loyalty among Gen Z consumers. According to Adweek, 76% of Gen Z consumers have posted about a brand on social media, and 60% have created content about a brand. Encouraging UGC can create a sense of community around a brand and foster a sense of loyalty among Gen Z consumers.

Here are some ways in which brands can incorporate UGC into their marketing strategy:

  1. Social Media Contests: Brands can host social media contests that encourage consumers to create UGC. For example, a fitness apparel brand could host a contest asking consumers to post photos of themselves working out in the brand’s apparel. This approach creates a sense of community and fosters engagement with the brand.
  2. Hashtags: Product marketing managers can create branded hashtags encouraging consumers to post UGC on social media. For example, a beauty brand could create a hashtag asking consumers to post photos of themselves using their products. This approach makes it easy for brands to track UGC and engage with consumers creating content about the brand.
  3. Reviews and Testimonials: Brands can incorporate UGC into their product pages, such as reviews and testimonials from satisfied customers. This approach provides social proof that can increase trust and confidence in the brand.

Case Study: Starbucks

Starbucks, the global coffee giant, has successfully incorporated user-generated content into its marketing strategy. The company has a massive social media presence, with over 20 million followers on Instagram and over 35 million on Facebook.

Starbucks has encouraged UGC by creating hashtags that customers can use to share their photos of Starbucks products. One of the most successful campaigns was the “Red Cup Contest,” which asked customers to share photos of themselves with the iconic red holiday cup on social media. The campaign generated over 40,000 UGC posts on Instagram and Twitter and increased engagement with the Starbucks brand during the holiday season.

Starbucks has also leveraged UGC in its product development, using customer feedback to create new products and flavors. For example, the company’s Pumpkin Spice Latte was inspired by customer requests for a fall-themed drink.

The company’s approach to UGC has successfully built trust and loyalty among its Gen Z audience. According to a report by Sprout Social, Starbucks is the second most loved brand among Gen Z consumers, after Netflix.

UGC is an effective way for brands to build trust and increase engagement and brand loyalty among Gen Z consumers. Incorporating UGC into a marketing strategy can create a sense of community around a brand and foster more authentic and transparent interactions with consumers. In the next section, we’ll explore the future of social media and its impact on Gen Z’s purchasing behavior.

Social Media Advertising

Social media advertising is a powerful tool for brands to reach Gen Z consumers. Social media platforms like Facebook, Instagram, TikTok, and Snapchat offer a variety of ad formats and targeting options that can be tailored to a brand’s specific needs.

Here are some types of social media ads that brands can use to reach Gen Z consumers:

  • Sponsored Posts: Sponsored posts are ads that appear in a user’s feed and are designed to look like organic posts. Sponsored posts can increase brand awareness, promote a specific product or service, or drive sales.
  • Stories Ads: Stories ads are full-screen ads that appear in a user’s Stories feed. Stories ads can be used to showcase a brand’s products or services in a visually engaging way and can be especially effective in driving sales and conversions.
  • Influencer Ads: Influencer ads are created and posted by social media influencers rather than the brand itself. Influencer ads can be a powerful tool for product marketing managers to leverage the influence of popular social media personalities and reach Gen Z consumers in an authentic and relatable way.

Here are some best practices for social media advertising to reach Gen Z consumers:

  1. Be Authentic: Gen Z consumers value authenticity and transparency and can quickly spot fake or misleading ads. Brands should aim to create genuine, relatable, and visually engaging advertisements.
  2. Use Influencers: As we discussed earlier, influencers can be a powerful tool for reaching Gen Z consumers. Brands should collaborate with influencers who resonate with their brand and target audience and who can create content that is both visually appealing and authentic.
  3. Be Mobile-First: Gen Z consumers spend significant time on their mobile devices, so brands should ensure that their ads are optimized for mobile. Ads should be visually engaging, easy to read and load quickly.
  4. Use Targeting Options: Social media platforms offer various targeting options that can reach specific audiences. Brands should use targeting options like age, location, interests, and behaviors to ensure their ads reach the right audience.

Case Study: Shopee

Shopee, a Singapore-based e-commerce platform, launched a successful social media advertising campaign targeting Gen Z consumers in Asia. 

The company, founded in 2015, has become one of Southeast Asia’s most popular e-commerce platforms, with a strong presence in Singapore, Malaysia, Indonesia, and the Philippines.

Shopee’s social media advertising campaign focused on the “Shopee 9.9 Super Shopping Day,” a major annual shopping event. The campaign used a variety of social media ad formats, including sponsored posts, stories ads, and influencer ads, to promote the event and drive sales.

One of the most successful aspects of the campaign was using influencer ads. Shopee collaborated with popular social media influencers in Southeast Asia, such as Siti Badriah in Indonesia, Jannine Weigel in Thailand, and Phan Kim Liên in Vietnam, to create ads that showcased the platform’s products and promotions in an authentic and relatable way.

The influencer ads were a hit with Gen Z consumers, generating over 20 million views and 6 million engagements on Instagram and TikTok. The campaign also successfully drove sales, with Shopee reporting a 150% increase in orders during the “Shopee 9.9 Super Shopping Day” compared to the previous year.

Social media advertising is a powerful tool for product marketing managers to reach Gen Z consumers. By using different types of ads and targeting options, and following best practices like authenticity, influencer marketing, and mobile optimization, product marketing managers can engage with Gen Z consumers in a way that resonates with them. In the next section, we’ll explore the role of social media in the future of commerce and how product marketing managers can prepare for it.

Key Takeaways

In today’s digital age, social media is essential for brands to reach Gen Z consumers. From influencer marketing to user-generated content, social media offers a variety of opportunities for brands to engage with their target audience and drive sales.

Here are some key takeaways from this article:

  • Gen Z consumers are digital natives who value authenticity, transparency, and realness in their interactions with brands.
  • Social media platforms like Instagram, TikTok, Snapchat, and Twitter are the most popular among Gen Z consumers.
  • Influencer marketing is a powerful tool for brands to leverage the influence of social media personalities and reach Gen Z consumers in an authentic and relatable way.
  • User-generated content effectively builds trust, increases engagement, and builds brand loyalty among Gen Z consumers.
  • Social media advertising offers a variety of ad formats and targeting options that can be tailored to a brand’s specific needs.

Here are some actionable tips for brands to effectively leverage social media in their marketing strategy:

  • Be authentic and transparent in your interactions with Gen Z consumers.
  • Use influencers and user-generated content to create an authentic and relatable brand image.
  • Incorporate social media advertising into your marketing strategy to reach a wider audience.
  • Be mobile-first and use targeting options to ensure your ads reach the right audience.
  • Use social media analytics to track your performance and adjust your strategy as needed.

By following these tips, brands can effectively leverage social media to engage with Gen Z consumers and drive sales. Social media is constantly evolving, so staying up-to-date with the latest trends and best practices is essential to succeed in this dynamic landscape.

Want to learn more about Gen Z? Download The Definitive Guide to Gen Z.

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According to a recent survey, 73% of Gen Zers are willing to pay more for sustainable products. This statistic reveals a significant shift in consumer behavior and highlights the importance of sustainability in marketing to this eco-conscious generation.

As the first generation to grow up with climate change as a defining issue, Gen Z is deeply concerned about the environment and expects companies to prioritize sustainability in their business practices. As such, marketers must understand the values and preferences of Gen Z regarding sustainability to connect with this growing consumer group effectively.

In this blog, we’ll explore why Gen Z values sustainability and the benefits of incorporating sustainable practices in business strategies. We will also provide tips on effectively marketing to this eco-conscious generation. By understanding the values and priorities of Gen Z, marketers can build trust with this demographic and tap into a growing market of consumers who prioritize sustainability.

The eco-conscious generation

Gen Z, born between 1997 and 2012, is the most diverse and digitally connected generation in history. They are growing up in a world of climate change, pollution, and plastic waste, and they are acutely aware of the impact that humans are having on the environment.

As a result, Gen Z has a strong commitment to sustainability, with 82% expressing concern about the state of the planet. They are willing to take action, with 72% saying they have already changed their behavior to reduce their impact on the environment.

Regarding spending habits, Gen Zers are willing to put their money where their values are. According to a 2020 study, 66% of Gen Zers are willing to pay more for sustainable or environmentally friendly products, and 73% are willing to pay more for ethically sourced products.

In addition, Gen Zers are looking for brands to take a leadership role in sustainability. According to a report by IBM, 56% of Gen Zers believe that businesses should take responsibility for environmental issues, and 72% believe that companies should be held accountable for their environmental impact.

To connect with Gen Z, brands must prioritize sustainability and communicate their efforts transparently. 

Patagonia has made environmental sustainability a core part of its mission. It regularly shares information about its sustainability efforts on its website and social media channels. As Patagonia’s founder, Yvon Chouinard, said: “The hardest thing we’ve ever done is take full responsibility for the entire life cycle of our products.”

The business case for sustainability

In addition to meeting the expectations of eco-conscious consumers, businesses can also benefit from incorporating sustainable practices into their operations. Here are some of the main benefits that sustainability can bring to brands:

  • Increased customer loyalty: Most Gen Zers are willing to pay more for sustainable products. By prioritizing sustainability, businesses can differentiate themselves from competitors and build a loyal customer base. A survey by Cone Communications found that 91% of consumers are likely to switch to a brand that supports a good cause, and 62% are willing to pay more for products from such a brand.
  • Cost savings: Implementing sustainable practices can also lead to business cost savings. For example, reducing energy consumption, waste, and water usage can lower operating costs and increase efficiency. According to the Carbon Trust, businesses can save up to 20% on their energy bills by implementing energy-saving measures.
  • Improved brand reputation: Sustainability is increasingly becoming a key factor in shaping a brand’s reputation. Businesses prioritizing sustainability can differentiate themselves as responsible and forward-thinking, which can help attract and retain customers. A study by Nielsen found that 81% of global respondents felt strongly that companies should help improve the environment, and 73% said they would change their consumption habits to reduce their environmental impact.
  • Attracting and retaining employees: Gen Zers also prioritize sustainability in their job searches, with 75% saying they want to work for an environmentally responsible company. By implementing sustainable practices, businesses can attract and retain top talent, increasing productivity and innovation.

One example of a business that has successfully incorporated sustainability into its operations is IKEA. The company has committed to becoming climate positive by 2030. It has implemented a range of sustainability initiatives, such as using renewable energy and sourcing sustainable materials. According to IKEA’s Chief Sustainability Officer, Pia Heidenmark Cook, “The more sustainable we become as a business, the more we grow.”

Sustainability can bring a range of benefits to companies, from increased customer loyalty to cost savings and improved brand reputation. By prioritizing sustainability, businesses can meet the expectations of eco-conscious consumers and drive positive impact and growth.

Tips for marketing to Gen Z

As a marketer, it’s essential to understand how to effectively communicate with Gen Z and appeal to their eco-conscious values. Here are some practical tips to consider:

  • Prioritize sustainability in product development: When developing products, consider using sustainable materials and designing environmentally friendly products. This can differentiate your brand from competitors and appeal to Gen Z’s values. For example, the shoe brand Allbirds uses sustainable materials like eucalyptus and recycled water bottles to create products. The company has positioned itself as a leader in sustainable footwear.
  • Use transparent messaging: Gen Z values transparency and authenticity, so it’s important to communicate your brand’s sustainability efforts transparently. For example, the beauty brand Lush uses its website and social media channels to share detailed information about its sustainability initiatives, such as its commitment to using ethical and sustainable ingredients.
  • Consider sustainable packaging: Gen Z is concerned about plastic waste, so consider using sustainable packaging options like biodegradable materials, recycled content, or reusable containers. For example, Trader Joe’s grocery chain has committed to reducing its plastic packaging and has introduced initiatives like compostable produce bags and reusable food storage containers.
  • Support environmental causes: Gen Z values brands that take a leadership role on environmental issues, so consider supporting environmental causes that align with your brand values. For example, the clothing brand Reformation partners with non-profit organizations like the National Forest Foundation to support reforestation efforts.
  • Engage with Gen Z on social media: Gen Z is a digital-first generation, particularly active on social media. By engaging with them on social media platforms like Instagram, TikTok, and Twitter, you can build a relationship with this demographic and effectively communicate your brand’s sustainability efforts. For example, the cleaning brand Method has built a loyal following on social media by sharing visually appealing and engaging content about its sustainability initiatives.

By prioritizing sustainability in product development, using transparent messaging, considering sustainable packaging, supporting environmental causes, and engaging with Gen Z on social media, brands can effectively connect with this eco-conscious generation and build a loyal customer base.

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Case studies from around the world

There are many examples of companies around the world that have successfully marketed to Gen Z by highlighting their sustainability credentials. Here are a few examples from different regions, along with the lessons that other businesses can learn from them:

United Kingdom

The fashion brand Stella McCartney has long been known for its commitment to sustainability. The brand uses sustainable materials like organic cotton and recycled polyester, and its website provides detailed information about its sustainability efforts. By prioritizing sustainability and transparency, Stella McCartney has built a loyal following of environmentally conscious consumers.

The Lesson

Prioritize sustainability in all aspects of your business and communicate your efforts transparently.

Europe

The beverage company Innocent Drinks has positioned itself as a socially responsible brand that supports environmental and social causes. The company donates a portion of its profits to charity and has committed to using sustainable materials and reducing its environmental impact. Innocent has built a strong brand reputation and a loyal customer base by connecting with consumers on a values-driven level.

The Lesson

Support causes that align with your brand values and communicate your impact to consumers.

India

The sustainable fashion brand Bhu:Sattva uses natural and sustainable materials like organic cotton, hemp, and linen to create its products. The brand has also implemented sustainable production practices like water-saving dyeing techniques and minimizing waste. By offering high-quality and sustainable products, Bhu:Sattva has built a loyal following of eco-conscious consumers in India.

The Lesson

Prioritize sustainable materials and production practices in your products.

Japan

Karimoku, specializing in wooden furniture, has implemented sustainable practices throughout its supply chain. The company sources wood from sustainably managed forests and has committed to reducing its environmental impact. By prioritizing sustainability and quality, Karimoku has built a strong brand reputation and a loyal customer base in Japan.

The Lesson 

Prioritize sustainable sourcing and production practices to reduce environmental impact.

USA

The clothing brand Re/Done has built a loyal following of Gen Z consumers by using sustainable and ethical production practices. The company sources vintage denim and reworks it into new pieces, reducing waste and extending the material’s lifespan. Re/Done also uses organic and recycled materials in its products and has committed to minimizing its environmental impact. By prioritizing sustainability and transparency, Re/Done has gained a reputation as a socially responsible brand and has attracted a loyal following of eco-conscious consumers.

The Lesson

Use sustainable and ethical production practices, and consider extending the lifespan of materials to reduce waste. Communicate your sustainability efforts transparently to build a strong brand reputation.

Mexico

The cosmetics brand Reforestum has gained a following of environmentally conscious consumers in Mexico by using sustainably sourced and organic ingredients. The company has also committed to reforestation efforts in Mexico, helping to offset carbon emissions and promote biodiversity. By prioritizing sustainability and social impact, Reforestum has built a loyal customer base and a strong brand reputation in Mexico.

The Lesson

Consider using sustainable and organic ingredients in your products and supporting local environmental causes.

Canada

The outdoor gear brand Arc’teryx has prioritized sustainability in its production practices, using recycled materials and minimizing waste. The company has also committed to reducing carbon emissions and supporting environmental causes like reforestation. By communicating its sustainability efforts transparently and building a reputation as a socially responsible brand, Arc’teryx has gained a following of eco-conscious consumers in Canada and worldwide.

The Lesson

Use sustainable materials and production practices, and communicate your sustainability efforts transparently to build a strong brand reputation.

These case studies highlight the importance of prioritizing sustainability and transparency, supporting causes that align with brand values, using sustainable materials and production practices, and offering innovative and sustainable packaging options. By implementing these strategies, businesses can effectively connect with Gen Z and build a loyal customer base.

Gen Z is a highly eco-conscious generation that values sustainability in their purchasing decisions and expects brands to take the lead on environmental issues. By prioritizing sustainability in their business strategies, brands can differentiate themselves from competitors, build a loyal customer base, and drive positive impact and growth.

To appeal to Gen Z, businesses should consider using sustainable materials and production practices, communicating their sustainability efforts transparently, and supporting environmental causes that align with their brand values. By engaging with Gen Z on social media and building a relationship based on shared values, businesses can connect with this growing demographic and drive long-term success.

As marketers, staying informed about the latest trends and insights on Gen Z and sustainability is important. By deepening our understanding of this demographic and its values, we can create effective marketing strategies that resonate with Gen Z and drive positive impact for our businesses and the planet.

Want to learn more about Gen Z? Download The Definitive Guide to Gen Z to discover what other values are important to this generation with our full report.

Move over Millennials; there’s a new kid in town – Gen Z. By 2026, this demographic will account for over a quarter of the world’s population and become the largest consumer group globally, with a purchasing power of over $44 billion. As a marketer, understanding the unique characteristics of this generation is crucial in creating impactful and effective marketing strategies. As the famous quote goes, ‘The future belongs to those who prepare for it today.’ So, let’s dive in and gain insights into the newest consumer market – Gen Z.

Gen Z Demographic Profile

Gen Z, also known as the iGeneration or Post-Millennials, includes individuals born between 1997 and 2012. As of 2023, the oldest members of this generation are 26 years old, and the youngest are just 11 years old.

Gen Z is a highly diverse generation with members from different cultural, social, and economic backgrounds. They are the first generation to be truly digital natives, growing up in a world that has always been connected by technology.

Gen Z is also a socially conscious generation with a strong emphasis on diversity, inclusion, and sustainability. In a global study by The Center for Generational Kinetics, 70% of Gen Z respondents said they believe in equal rights, regardless of race, gender, or sexual orientation. Furthermore, a survey found that 66% of Gen Z respondents in the United States prefer to buy products from companies that prioritize sustainability.

Gen Z Around the World

North America

In North America, the demographic profile of Gen Z varies significantly by country. According to a study by the US Census Bureau, the percentage of the population aged 15-24 in the United States is 13.6%, while in Canada, it is 12.9%. The ethnic composition of Gen Z in North America also varies, with the United States having a higher proportion of non-white populations compared to Canada. Gen Z in North America is highly diverse, with a growing number of individuals identifying as multiracial or belonging to minority groups.

Gen Z in North America is highly educated, with a more significant percentage pursuing higher education than any previous generation. According to a report by the National Center for Education Statistics, 59% of high school graduates in the United States enrolled in college in 2019, which is projected to continue to rise. A similar trend is seen in Canada, with 56% of high school graduates enrolling in college or university in 2018.

Overall, marketers targeting Gen Z in North America need to be aware of this generation’s demographic diversity and high levels of education. By understanding the unique characteristics of this generation, marketers can create impactful campaigns that resonate with Gen Z and build long-term brand loyalty.

UK

In the UK, Gen Z constitutes roughly 16% of the total population, with an estimated 11.2 million individuals in this age group. According to a report by Kantar, the ethnic diversity of Gen Z in the UK is higher than in any previous generation. Approximately 54% of Gen Z in the UK come from non-white backgrounds, with 18% identifying as Asian, 16% as Black, 11% as mixed, and 9% as other ethnic groups. Regarding gender, Gen Z in the UK is evenly split between males and females.

Europe

In Europe, the demographic profile of Gen Z varies significantly by country. According to the statistical office of the European Union, the percentage of the population aged 15-24 ranges from 8.8% in Italy to 18.9% in Cyprus. The ethnic composition of Gen Z in Europe also varies, with countries such as France, Germany, and the Netherlands having a higher proportion of non-white populations compared to countries such as Hungary, Poland, and Romania. Gen Z in Europe is generally highly educated, with a greater percentage pursuing higher education than any previous generation.

India

Gen Z represents the largest demographic group in India, with an estimated 472 million individuals aged 24 and below. The demographic profile of Gen Z in India is highly diverse, with a variety of languages, religions, and cultures represented. Gen Z in India are bilingual, with English and Hindi being the most commonly spoken languages. Regarding gender, there are slightly more males than females in this age group.

Southeast Asia

In Southeast Asian countries such as Indonesia, Malaysia, and the Philippines, Gen Z constitutes a significant portion of the population. According to the Asian Development Bank, the percentage of the population aged 15-24 in Southeast Asia ranges from 14% in Thailand to 22% in the Philippines. The ethnic composition of Gen Z in these countries is diverse, with a variety of ethnic groups and languages represented. Regarding gender, there are slightly more females than males in this age group in some countries, such as the Philippines.

Gen Z Behavioral Trends

Gen Z has grown up in a world where digital technology is ubiquitous. As a result, they have a strong preference for digital communication channels, such as social media, messaging apps, and video conferencing.

According to a report by Snapchat, Gen Z spends an average of 3.4 hours per day on social media, and 63% of this generation prefers to interact with businesses through social media channels. This trend presents an excellent opportunity for marketers to reach Gen Z effectively by creating engaging content for social media platforms.

Another major behavioral trend among Gen Z is their interest in social and environmental issues. Gen Z is more socially and environmentally conscious than any previous generation, and they expect businesses to take a stand on issues that are important to them. According to research, 62% of Gen Z respondents worldwide believe that companies have a responsibility to take a stand on social and environmental issues. This trend presents an opportunity for marketers to align their brands with causes that matter to Gen Z and to communicate their social and environmental impact effectively.

Gen Z also values personalization and authenticity. They expect businesses to tailor their products and services to their individual needs and preferences, and they respond positively to authentic and transparent brands. A survey found that 53% of Gen Z respondents in the United States are more likely to buy from brands that provide personalized recommendations, and 72% are more likely to buy from brands that are transparent about their business practices.

Case Study: Nike

Nike’s “You Can’t Stop Us” campaign is an excellent example of a marketing campaign that successfully targeted Gen Z by addressing their behavioral trends. The campaign highlighted Nike’s commitment to social issues, including racial justice and gender equality, while emphasizing personalization and authenticity. 

As demonstrated through split-screen video edits, the campaign’s message of resilience and determination resonated well with Gen Z, resulting in increased engagement and brand loyalty.

Case Study: Greggs 

Greggs is a UK-based bakery chain that successfully targeted Gen Z by aligning its brand with social and environmental issues. In 2019, Greggs launched its vegan sausage roll, which became a viral sensation on social media, with the hashtag #vegansausageroll trending on Twitter. The launch of the vegan sausage roll was part of Greggs’ broader strategy to appeal to Gen Z, who are more likely to follow a plant-based diet than any previous generation. The vegan sausage roll’s success helped Greggs increase its sales and improve its brand perception among Gen Z, who saw the company as innovative and socially responsible.

Case Study: Grab 

Grab is a ride-hailing and food delivery company that successfully targeted Gen Z in Southeast Asia by focusing on personalization and authenticity. Grab’s “Personalize Your Journey” campaign aimed to show Gen Z that the company understands its individual needs and preferences. The campaign involved a series of short videos highlighting how Grab’s services can be tailored to each user’s preferences, such as music and temperature settings in the car. The campaign increased engagement and loyalty among Gen Z users, who saw Grab as a brand that values their unique identity and preferences.

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Gen Z Consumption Habits

Gen Z has a unique set of consumption habits shaped by their digital upbringing, interest in social and environmental issues, and focus on personalization and authenticity. Understanding these consumption habits is essential for marketers who want to engage effectively with this generation.

Preferred Shopping Channels

Gen Z prefers to shop online and is likelier to use their mobile devices than any other generation. According to a survey by Hootsuite, 54% of Gen Z respondents in the United States prefer to shop online, and 72% use their mobile devices to make purchases. This trend presents an opportunity for marketers to create mobile-optimized e-commerce websites and mobile apps that provide a seamless shopping experience for Gen Z.

In addition to online shopping, Gen Z also values physical stores that provide a unique and immersive experience. A survey found that 59% of Gen Z respondents in the United States prefer to shop in stores that offer an immersive experience, such as augmented reality or virtual reality. This trend allows marketers to create innovative, engaging in-store experiences that resonate with Gen Z.

Products They Buy

Gen Z has diverse interests and preferences regarding the products they buy. They are more likely to purchase products that align with their values and beliefs, such as social and environmental issues. A survey by NPD Group found that 83% of Gen Z respondents in the United States are more likely to buy products that support social and environmental causes. This trend allows marketers to create products and services that align with Gen Z’s values and beliefs.

Decision-Making Process

Social media and peer recommendations heavily influence Gen Z’s decision-making process. According to a survey by Common Sense Media, 43% of Gen Z respondents in the United States trust peer recommendations over advertising when making purchase decisions. This trend allows marketers to leverage influencer marketing and user-generated content to effectively reach and engage with Gen Z.

Case Study: Fabletics

Fabletics is a women’s activewear brand that has successfully targeted Gen Z in the US by aligning its brand with the consumption habits of this generation. Fabletics’ subscription model and personalized shopping experience have resonated well with Gen Z, who value convenience and personalization. 

Fabletics offers a monthly subscription service that provides members personalized activewear outfits based on their style preferences, body shape, and fitness goals. The company also allows members to skip a month or cancel their subscription anytime, providing a flexible and convenient shopping experience that resonates well with Gen Z.

Fabletics’ focus on diversity and inclusivity has also resonated well with Gen Z. The company offers a wide range of sizes and styles, including a plus-size collection that promotes body positivity and inclusivity. Fabletics also partners with non-profit organizations that support women’s health and wellness, aligning the brand with social issues that matter to Gen Z.

Fabletics’ success with Gen Z is reflected in its highly engaged social media following, with over 2 million followers on Instagram and a highly active community of brand advocates. By aligning its brand with the consumption habits of this generation, Fabletics has become a popular choice for Gen Z women who value convenience, personalization, and inclusivity.

Case Study: Zomato 

Zomato is a food delivery and restaurant discovery platform that has successfully targeted Gen Z in India by aligning its brand with the consumption habits of this generation. Zomato’s user-friendly mobile app and website have resonated well with Gen Z, who value convenience and personalization. In addition, Zomato’s focus on sustainability and ethical sourcing has appealed to Gen Z’s interest in social and environmental issues. Zomato’s success with Gen Z is reflected in its rapidly growing user base, with over 80 million monthly active users as of 2022.

Case Study: Depop 

Depop is a fashion marketplace that has successfully targeted Gen Z in the UK by aligning its brand with the consumption habits of this generation. Depop’s mobile app allows users to buy and sell unique, vintage, and sustainable fashion items, which aligns with Gen Z’s interest in personalization and sustainability. In addition, Depop’s focus on community building and peer-to-peer selling has appealed to Gen Z’s desire for authentic and transparent shopping experiences. Depop’s success with Gen Z is reflected in its rapidly growing user base, with over 30 million registered users as of 2022.

Understanding the consumption habits of Gen Z is crucial for marketers who want to engage this generation effectively. Gen Z prefers online shopping and values physical stores that provide an immersive experience. They are more likely to buy products that align with their values and beliefs, such as social and environmental issues. Social media and peer recommendations heavily influence their decision-making process. Marketers can create impactful campaigns that resonate with Gen Z by aligning their brands with these consumption habits. 

Gen Z Marketing Strategies

Gen Z has a unique set of consumption habits, which requires marketers to use innovative and effective marketing strategies to reach and engage with this generation. Here are some of the most effective marketing strategies for targeting Gen Z:

Social Media Marketing

Social media marketing is one of the most effective strategies for reaching and engaging with Gen Z. This generation spends an average of 3.4 hours per day on social media, making it an excellent platform for marketers to reach them. To be successful, social media marketing needs to be personalized, engaging, and authentic. Marketers must create content that aligns with Gen Z’s interests and values, such as social and environmental issues, diversity, and inclusivity.

Influencer Marketing

Influencer marketing is another effective strategy for reaching and engaging with Gen Z. This generation trusts peer recommendations over advertising, making influencer marketing a powerful tool for marketers. Influencers are highly influential among Gen Z, and they can help brands reach this generation in an authentic and engaging way. However, working with influencers who align with the brand’s values and messaging is essential to avoid being inauthentic or disingenuous.

Experiential Marketing

Experiential marketing is a highly effective strategy for engaging with Gen Z, who value unique and immersive experiences. This strategy involves creating brand experiences that provide a tangible and memorable connection with the brand. For example, a pop-up store or event can create a powerful connection with Gen Z by delivering an immersive and engaging experience. This strategy can build brand awareness and loyalty among this generation.

Case Study: Taco Bell

Taco Bell is a fast-food chain that has successfully targeted Gen Z using innovative marketing strategies, including social media, influencer, and experiential marketing. Taco Bell’s highly engaged social media presence has helped it to connect with Gen Z, who value personalization and authenticity. 

The company has also leveraged influencer marketing to reach this generation in an authentic and engaging way. For example, in 2019, Taco Bell partnered with influencer David Dobrik to launch the “Belluminati” campaign, which generated over 3.4 billion impressions on social media.

Taco Bell has also used experiential marketing to create unique and immersive brand experiences that resonate with Gen Z. In 2019, the company opened a hotel in Palm Springs, California, which provided a highly immersive and engaging experience for fans of the brand. The hotel sold out in just two minutes, demonstrating the power of experiential marketing in engaging with this generation.

Marketers need to use innovative and effective marketing strategies to reach and engage with Gen Z. Social media marketing, influencer marketing, and experiential marketing are some of the most effective strategies for targeting this generation. By creating personalized, authentic, and engaging marketing campaigns, marketers can build brand awareness and loyalty among this highly influential generation. 

Gen Z Campaigns from around the world

These examples demonstrate how successful marketing campaigns targeting Gen Z require creativity, authenticity, and a focus on emotions and experiences. 

Using tactics such as social media challenges, short films, and humor, these brands engaged with Gen Z meaningfully and created strong connections with this generation. The outcomes achieved, such as increased sales and widespread media coverage, show the power of effective marketing in reaching and engaging with this highly influential generation.

India – Lays

Lays’ “Smile Deke Dekho” campaign targeted Gen Z in India by focusing on humor and creativity. The campaign involved a social media challenge that encouraged people to create and share their own funny videos using a Lays chip packet. The campaign was highly successful, with over 7 million views on YouTube and widespread social media engagement.

China – Pepsi

Pepsi’s “Bring Happiness Home” campaign targeted Gen Z in China by focusing on family and community. The campaign featured a short film that showed a young man using Pepsi to connect with his family and bring them together. The campaign also involved a social media challenge encouraging people to share their family stories and experiences. The campaign was highly successful, with over 10 million views on YouTube and widespread media coverage.

Japan – McDonald’s

McDonald’s “Fry Thief” campaign targeted Gen Z in Japan by focusing on humor and creativity. The campaign featured a series of short films that showed people stealing fries from each other in various settings, from a park to a beach. The campaign also involved a social media challenge encouraging people to share their “fry thief” moments. The campaign was highly successful, with over 3 million views on YouTube and widespread social media engagement.

Understanding Gen Z as a consumer market is essential for marketers who want to engage with this highly influential generation effectively. By aligning their brands with the consumption habits and marketing preferences of Gen Z, marketers can create impactful campaigns that resonate with this generation and build long-term brand loyalty. 

Are you ready to take your marketing to the next level by understanding Gen Z as a consumer market? Download “The Definitive Guide to Gen Z” This guide is packed with valuable insights and data to help you create effective marketing campaigns that resonate with Gen Z.