With over 40% of Vietnam‘s population under 30, the youth represent one of the country’s greatest assets for innovation and economic growth. Millennials and Gen Z in Vietnam are not just inheritors of the country’s future—they are active architects of a society valuing sustainability, education, and equitable opportunities. However, systemic barriers, such as limited access to quality education and urban-rural economic disparities, challenge their aspirations.

Our collaborative study with Vero Advocacy highlights two critical areas for Vietnam’s youth: education reform and sustainability-driven entrepreneurship. These issues represent challenges and opportunities, offering a roadmap for stakeholders to invest in Vietnam’s youth and unlock its potential.

Demographic Spotlight: Who Are Vietnam’s Youth?

Millennials (26–41) and Gen Z (10–25) are redefining Vietnam’s cultural, economic, and environmental future.

Millennials: Vietnam’s Stabilising Force

  • Population Impact: Millennials dominate the workforce, particularly in sectors like technology, finance, and education.
  • Education and Career Priorities: Many are tertiary-educated and value job stability and career growth. However, they often face challenges adapting to the fast-evolving digital economy.
  • Housing Aspirations: Ownership remains a priority for this group, reflecting their desire for stability and long-term security.

Gen Z: The Trailblazers of Change

  • Employment Trends: Gen Z embraces flexibility, creativity, and purpose-driven work, gravitating toward freelancing, entrepreneurship, and social impact roles.
  • Digital Natives: They dominate platforms like TikTok, Instagram, and YouTube, using them not just for self-expression but also for activism and advocacy.
  • Focus on Sustainability: Gen Z in Vietnam is leading the charge for green initiatives, from waste management campaigns to sustainable consumer choices.

Education Reform: Bridging Quality and Accessibility

Education is the cornerstone of Vietnam’s future, but challenges like urban-rural divides, outdated curricula, and inadequate vocational training block progress.

Key Challenges

  • Urban-Rural Disparities:
    • Urban areas like Hanoi and Ho Chi Minh City dominate educational resources, while rural regions lack infrastructure and teacher quality.
    • According to our study, over 45% of rural youth cite limited access to STEM education as a barrier to entering high-demand sectors.
  • Outdated Curricula:
    • Vietnam’s education system remains heavily focused on rote learning, leaving graduates ill-equipped for problem-solving and innovation in the modern economy.
  • Lack of Vocational Training:
    • High-growth industries like renewable energy and technology face talent shortages due to insufficient vocational and technical education.

Example: Vietnam’s “Teach For Vietnam” Program

Teach For Vietnam, inspired by the global Teach For All network, places skilled professionals in underserved areas to improve education and foster student leadership.

Achievements:

  • It has reduced dropout rates and improved STEM education access by impacting over 10,000 students across Quang Nam and Tay Ninh provinces.
  • The program trains local teachers in innovative teaching methods, aligning classroom instruction with the demands of a digital economy.

Broader Implications:
This program demonstrates how grassroots initiatives can close education gaps, particularly in rural regions, setting a foundation for national replication.

Global Inspiration: Germany’s Dual Education Model

Germany’s dual education system combines classroom learning with hands-on apprenticeships, producing a highly skilled workforce.

Key Features:

  • Apprenticeships in High-Demand Sectors: Over 50% of German students participate in apprenticeship programs, gaining skills in engineering, renewable energy, and IT.
  • Industry Partnerships: Companies co-design curricula to ensure graduates are job-ready, reducing skills mismatches.

Implications for Vietnam:
Vietnam can integrate vocational training into secondary education, tailoring programs to local industries like textile manufacturing, tourism, and tech startups.

Sustainability-Driven Entrepreneurship: A Green Future for Vietnam

Vietnam’s youth are not just sustainability consumers—they are change creators. Millennials and Gen Z are at the forefront of sustainability-driven entrepreneurship, turning climate challenges into business opportunities.

Key Trends in Green Entrepreneurship

  1. Eco-Friendly Enterprises:
    • Youth-led startups in sustainable fashion, organic farming, and renewable energy are gaining traction.
    • According to our report, 62% of Gen Z in Vietnam prefer working for companies that align with their environmental values.
  2. Circular Economy Innovation:
    • Young entrepreneurs are adopting circular business models, from waste-to-energy projects to plastic-free consumer goods.
  3. Digital Platforms for Advocacy:
    • Social media platforms enable youth entrepreneurs to amplify their sustainable initiatives and reach broader markets.

Example: Hanoi’s “Plastic Action” Initiative

In Hanoi, Plastic Action, a youth-led grassroots movement, partners with local businesses to combat plastic waste.

Key Activities:

  • Community Engagement: Organises monthly clean-ups in urban neighbourhoods and rural areas, collecting over 20 tons of plastic waste annually.
  • Education Campaigns: Collaborates with schools to teach students about sustainable waste management practices.
  • Eco-Friendly Alternatives: Works with local vendors to introduce biodegradable packaging, reducing single-use plastics.

Impact:
The initiative has raised awareness and created economic opportunities for youth entrepreneurs to produce eco-friendly alternatives.

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

Sweden’s national initiative equips young entrepreneurs with digital skills to scale their green businesses online.

Key Features:

  • Universal Broadband Access: Sweden has invested heavily in rural connectivity, ensuring equitable access to digital tools.
  • Entrepreneurial Support: The program provides free training in e-commerce, sustainability practices, and business management, enabling youth to scale green initiatives.

Implications for Vietnam:
Vietnam could adopt similar strategies to expand rural broadband infrastructure and provide localised training for sustainable business practices.

The Brand Opportunity

For brands operating in Vietnam, the youth-driven focus on education and sustainability presents a golden opportunity:

  • Align with Purpose-Driven Values: Support youth-led green initiatives and education reforms to build long-term brand loyalty.
  • Invest in Local Talent: Create localised training programs and employment pathways, particularly in underserved regions.
  • Amplify Authentic Voices: Collaborate with youth influencers and entrepreneurs to engage audiences and drive meaningful change.

Final Thoughts

Vietnam’s Millennials and Gen Z are the architects of a brighter, greener future. Addressing systemic barriers in education and fostering sustainability-driven entrepreneurship are not just strategies for progress—they are imperatives for building a resilient economy.

Policymakers and brands must collaborate to empower Vietnam’s youth, leveraging their energy, innovation, and values to create a society rooted in equity and sustainability. Together, they can transform challenges into opportunities, ensuring Vietnam’s next generation leads with purpose and impact.

Download the Full Report

Gain deeper insights into how Vietnam’s youth are reshaping the future of education and sustainability. Download our collaborative report with Vero Advocacy for actionable strategies tailored to Millennials and Gen Z in Southeast Asia. Click here to learn more.

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Millennials and Gen Z, who comprise over half of Indonesia’s population, are leading cultural, economic, and digital transformations in the world’s fourth-largest nation. Yet, significant challenges remain on the path to realising their potential.

Employment challenges—marked by a persistent skills mismatch and regional inequities—and the struggle for affordable housing remain key barriers. Despite these, Indonesia’s youth continue to innovate, leveraging platforms like TikTok and Instagram to carve out new opportunities through social commerce.

In our collaborative study with Vero Advocacy, we delved into many critical areas, and the two most impactful areas turned out to be employment challenges and social commerce trends. Let’s explore actionable strategies for policymakers and brands to empower this vibrant demographic while unlocking Indonesia’s economic potential.

Demographic Spotlight: Indonesia’s Youth

Millennials (26–41) and Gen Z (10–25) represent over half of Indonesia’s 280 million people. These groups influence societal and economic trends, blending tradition with global modernity.

Millennials: Anchors of the Workforce

  • Employment and Education: As established professionals, Millennials dominate manufacturing, public administration, and services. Many hold tertiary degrees but face challenges adapting to automation and technological advancements.
  • Housing Aspirations: They view homeownership as a marker of success but often struggle with affordability in urban centres.

Gen Z: Digital and Entrepreneurial Pioneers

  • Employment Trends: Gen Z favours flexible, purpose-driven roles, gravitating toward freelancing, digital marketing, and entrepreneurship.
  • Social Media Dominance: Platforms like TikTok and Instagram are integral to their self-expression and income-generation efforts, particularly through social commerce.

Employment Challenges: Bridging Skills and Opportunities

For Indonesia’s youth, employment is more than just a livelihood—it’s a pathway to stability, self-expression, and long-term progress. However, systemic barriers such as skills mismatches, urban-rural employment disparities, and limited entry-level opportunities continue to hinder their professional growth. Addressing these challenges is not just critical for empowering youth but also pivotal for Indonesia’s socio-economic future.

Key Challenges in Employment 

Skills Mismatch
Indonesia’s education system emphasises theory over practice, leaving many graduates ill-prepared for job market demands. High-growth sectors like technology and renewable energy struggle with talent shortages due to insufficient vocational training. Over 60% of youth report a skills mismatch, fueling underemployment.

Urban-Rural Employment Divide
Job opportunities remain heavily concentrated in urban hubs like Jakarta, Surabaya, and Bandung, leaving rural youth with limited prospects. Many are forced to migrate to cities, often ending up in low-paying informal jobs that fail to provide long-term stability. This urban-rural divide exacerbates economic inequality and hinders rural regions’ ability to retain talent and foster economic growth.

Youth Unemployment
Despite Indonesia’s projected GDP growth of 5% in 2024, youth unemployment remains high. The report highlights that 88% of Gen Z and 89% of Millennials in Indonesia identify employment as a critical issue. Insufficient entry-level roles, inadequate mentorship programs, and limited internship pathways compound this problem.

Opportunities in Regional Hubs

To address the urban-rural employment divide in Indonesia, brands can play a pivotal role in decentralising job opportunities by leveraging Indonesia’s emerging regional hubs. Cities like Yogyakarta, Medan, and Makassar offer untapped potential for expanding economic activities and creating localised employment opportunities.

Leveraging Regional Hubs

  • E-commerce Fulfillment Centers: Brands like Shopee and Tokopedia can establish logistics hubs in secondary cities to decentralise operations while tapping into local talent pools.
  • Tech and Creative Industries: Regional hubs are ideal for developing support centres for tech startups, creative agencies, and digital content production, providing flexible roles suited for Gen Z’s career aspirations.
  • Government Collaborations: Brands can partner with local governments and universities to co-develop skill-building programs tailored to regional economic needs.

Example: Yogyakarta as a Regional Model
Yogyakarta, often called the cultural heart of Java, is a city where tradition and innovation coexist. It is famous for its historic temples and vibrant arts scene and is home to leading universities and a thriving creative industry. This unique blend has made Yogyakarta a beacon for young talent, offering opportunities that extend beyond its cultural roots. By embracing digital innovation and cultural entrepreneurship, the city has attracted significant public and private investment, proving that regional hubs can play a pivotal role in youth employment. Yogyakarta’s approach to integrating education, skill-building, and job creation is an inspiring model for other regions in Indonesia.

Notable Initiatives by Indonesia’s Government 

The Indonesian government has taken significant steps to address these employment challenges through programs like Prakerja, a vocational training and financial aid initiative that equips participants with skills in digital marketing, entrepreneurship, and technical trades. Since its inception, over 16 million Indonesians have benefitted from Prakerja, showcasing its potential to bridge the skills gap.

Recommendations for Brands in Indonesia

Brands operating in Indonesia have a unique opportunity to play an active role in solving employment challenges by:

  • Investing in Skill Development: Partner with universities and vocational schools to co-design industry-relevant curricula and certifications. Focus on high-demand fields like renewable energy, digital marketing, and software development.
  • Expanding Regional Opportunities: Establish offices or satellite operations in secondary cities to reduce urban migration pressures and create local economic opportunities. Offer remote and hybrid work options to engage rural youth.
  • Supporting Youth Entry into the Workforce: Create structured internship programs and mentorship initiatives to help young professionals transition from education to full-time roles.

The Brand Opportunity

Addressing employment challenges isn’t just a policy imperative—it’s a strategic opportunity for brands to position themselves as champions of youth empowerment. By leveraging regional hubs, investing in skill-building, and creating pathways for employment, brands can foster loyalty and contribute meaningfully to Indonesia’s socio-economic growth.

The Rise of Social Commerce in Indonesia

Indonesia is Southeast Asia’s largest social commerce market, with platforms like TikTok, Instagram, and Shopee playing transformative roles in youth employment and entrepreneurship.

Key Stats and Trends in Social Commerce in Indonesia 

  • Digital Adoption: Over 50% of Indonesian youth use TikTok and Instagram not just for entertainment but as business platforms to sell products and services.
  • Social Commerce Revenue: Social commerce contributes nearly $8 billion annually to Indonesia’s economy, with youth driving this trend.
  • Inclusivity: Platforms enable rural entrepreneurs, particularly women and youth, to reach broader markets, bridging urban-rural gaps.

Example: TikTok Shop Indonesia

  • Launched in 2021, TikTok Shop empowers small businesses and youth entrepreneurs by integrating shopping features into the platform.
  • Success Stories: Thousands of young Indonesians use TikTok to promote and sell handmade crafts, fashion, and beauty products, earning sustainable incomes from their digital storefronts.

Global Inspiration: Sweden’s Digital Inclusion Policies

Sweden’s focus on equitable digital infrastructure offers valuable lessons for Indonesia:

  • Universal Broadband Access: Investments ensure rural areas have high-speed internet, fostering inclusivity in digital commerce.
  • E-Skills for All Program: This program targets young entrepreneurs, equipping them with digital skills to scale businesses online. Indonesia could adopt similar strategies to enhance rural connectivity and expand social commerce opportunities for underserved communities.

Recommendations for Policymakers in Indonesia

  • Bridge the Skills Gap:
    • Expand vocational training programs in high-demand sectors like e-commerce, renewable energy, and tech.
    • Establish regional centres of excellence to reduce dependency on urban hubs.
  • Foster Digital Inclusion:
    • Invest in rural broadband infrastructure to enable wider participation in social commerce.
    • Launch initiatives to combat misinformation and promote responsible digital use.
  • Support Social Commerce:
    • Offer tax incentives and grants for youth-led businesses operating on social platforms.
    • Collaborate with private companies to create scalable training programs for digital entrepreneurs.
genz-consumer-behavior-report

Recommendations for Brands in Indonesia

  1. Engage in Skill Development:
    • Partner with vocational institutions to design industry-specific certification programs.
    • Offer structured internships that provide hands-on digital marketing and e-commerce experience.
  2. Invest in Social Commerce Integration:
    • Build immersive shopping experiences on TikTok and Instagram, tapping into Gen Z’s entrepreneurial spirit.
    • Highlight sustainability in product offerings, aligning with youth values.
  3. Create Purpose-Driven Campaigns:
    • Collaborate with youth influencers to amplify brand initiatives tied to employment and digital empowerment.
    • Use social commerce campaigns to promote locally-made products, fostering community growth.

Final Thoughts

Indonesia’s Millennials and Gen Z are redefining progress through digital innovation and entrepreneurial grit. While challenges like employment gaps and housing inequities persist, the rise of social commerce offers a powerful pathway for youth empowerment.

To foster national growth, policymakers and brands must invest in Indonesia’s youth and align with their aspirations. Bridging gaps and fostering collaboration can transform the nation’s demographic advantage into lasting progress. Download the Full Report

Discover more insights into how Indonesia’s youth are shaping the nation’s future. Download our collaborative report with Vero Advocacy for actionable strategies to empower Millennials and Gen Z. Click here to learn more.

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Thailand’s millennials and Gen Z stand at the forefront of transformative change. Together, they constitute nearly half the population and redefine the nation’s priorities in employment, education, housing, and environmental sustainability. Their voices, once whispers, now resonate as catalysts for action and reform.

Despite their optimism—more than 85% expect a better quality of life within five years. However, systemic challenges temper this enthusiasm. Rising living costs, unaffordable housing, and job market mismatches jeopardise their aspirations. Policymakers face a pressing challenge: How can governance evolve to meet the ambitions of a generation poised to drive progress?

Reimagining Governance for Youth Priorities

Thailand’s governance system, a constitutional monarchy, shapes how policies are crafted and implemented. National strategies fall under the purview of the Parliament and Prime Minister, while local governance manages essential services such as housing and education. However, this centralised approach often limits grassroots engagement, a challenge as millennials and Gen Z push for greater inclusivity in decision-making.

These younger generations are leveraging digital platforms like TikTok and Facebook to amplify their demands for transparency, sustainability, and equity. This shift presents both a challenge and an opportunity for Thailand’s leadership: the challenge of responding to an informed and vocal demographic and the opportunity to harness their energy for nation-building.

Trust remains a key issue.

According to our recent research in collaboration with Vero Advocacy, about half of Thais trust the government to act in the public’s best interest and feel safe expressing their opinions on youth policies. Gen Zs demonstrate greater trust in the government compared to Millennials.

Policies such as the 15-year free education initiative and the One Family One Soft Power program signal responsiveness, but gaps remain in addressing youth priorities comprehensively. Bridging this divide requires a governance model that values youth participation and collaboration, ensuring policies reflect their evolving needs.

Demographic Insights: The Generational Divide

United in their influence, Thai millennials and Gen Z diverge in needs and aspirations, creating distinct challenges for policymakers.

Millennials (Ages 26–41): Stability Seekers

  • Population Size: 15.4 million (23% of the country’s population)
  • Employment: Primarily employed in stable, mid-career roles across industries like manufacturing, technology, and finance. They prioritise job security and upskilling opportunities.
  • Housing Preferences: Driven by a desire for homeownership as a marker of financial stability. Rising urban property costs, however, often delay these goals.
  • Digital Engagement: Active on platforms like Facebook and Line for professional networking and advocacy.

Gen Z (Ages 10–25): Digital Innovators

  • Population Size: 13.4 million (20% of Thailand’s population)
  • Employment: Entering the workforce with a preference for gig economy roles, startups, and creative industries. Flexibility and purpose are key drivers.
  • Housing Preferences: Favor renting for its adaptability and alignment with urban mobility needs.
  • Digital Engagement: Dominates TikTok and Instagram, using these platforms for self-expression, activism, and innovation.
CategorymillennialsGen Z
Primary ConcernsHousing affordability, job securityMental health, flexible work
HousingOwnership-focusedFlexibility-driven, prefer renting
Digital PresenceBalanced use of older platformsHighly active on emerging platforms

Shifting Priorities and Socioeconomic Influences of Thai’s Young Population

Thailand’s economic landscape profoundly shapes the priorities of these generations. millennials, having experienced economic instability, lean toward stability and long-term financial planning. Gen Z, however, emerges in a world of rapid digital transformation, emphasising adaptability and innovation in their career and lifestyle choices.

Both groups share a common concern for affordable housing and quality education, but they diverge in how they approach these challenges. millennials, who often take on family responsibilities, advocate for government policies that support ownership and economic security. Gen Z, on the other hand, leverages their digital fluency to challenge norms and demand forward-looking solutions, such as accessible education that aligns with technological trends.

Implications for Policymakers

These demographic insights highlight the urgent need for tailored policies that address the unique needs of each generation. millennials need housing support and upskilling programs, while Gen Z needs flexible education models and digital-first career opportunities.

Key Policy Concerns of Thai Youth

1. Employment and Economic Opportunities

  • Our Study Findings: Over 68% of millennials and 72% of Gen Z highlight job creation as a critical government responsibility. While millennials prioritise career stability, Gen Z seeks flexibility and creative outlets.
  • Government Response: The One Family One Soft Power program has created millions of jobs in cultural industries and free reskilling courses for high-growth sectors like tourism and digital marketing.
  • Recommendations: Policymakers must address skills mismatches by integrating vocational training with industry needs, particularly in the tech and green sectors.

2. Affordable and Quality Education

  • Our Study Findings: Rising tuition costs and outdated curricula hinder over 54% of millennials and 60% of Gen Z from accessing the education they need.
  • Government Response: The 15-year free education policy has improved enrollment rates, particularly in rural areas, narrowing the education gap.
  • Recommendations: Modernise curricula to emphasise STEM and digital literacy and expand access to international exchange programs to equip students for global opportunities.

3. Housing Affordability

  • Our Study Findings: While 53% of youth express satisfaction with current housing policies, high urban property costs remain a significant barrier for millennials, while Gen Z prefers affordable rental options.
  • Government Response: Tax incentives and reduced transfer fees aim to ease financial burdens for homebuyers.
  • Recommendations: Strengthen public-private partnerships to expand affordable housing and prioritise developments near employment hubs.

4. Environmental Sustainability

  • Our Study Findings: Our study also found over 70% of Thai youth demand stronger environmental policies, including waste management and renewable energy initiatives.
  • Government Response: The Green Growth Strategy addresses climate challenges but lacks youth engagement.
  • Recommendations: Foster youth-led initiatives and provide incentives for green entrepreneurship to empower the next generation of sustainability advocates.

5. Mental Health and Healthcare

  • Our Study Findings: More than six in four millennials and Gen Z identify mental health as a key concern, citing cost and stigma as major barriers.
  • Government Response: Subsidised mental health services and community programs have improved accessibility.
  • Recommendations: Expand funding for mental health initiatives and launch nationwide campaigns to normalise conversations around mental well-being.

Collaborative Governance

Thailand’s youth are not bystanders; they are architects of the nation’s evolving future. They demand transparency, inclusivity, and meaningful engagement with policymakers in government.

Policymakers must:

  1. Strengthen Vocational Training: Align programs with emerging industries to address job market mismatches.
  2. Modernise Education: Focus on STEM, digital literacy, and global exposure opportunities.
  3. Promote Affordable Housing: Expand urban planning initiatives integrating housing with essential services.
  4. Champion Environmental Policies: Support youth-led sustainability efforts and green innovation.
  5. Invest in Mental Health: Increase accessibility and reduce stigma through targeted programs.

A Future Defined by Youth In Thailand

Thailand’s millennials and Gen Z are charting a bold vision for the future—one rooted in opportunity, equity, and sustainability. Their collective voice is a roadmap for progress, challenging policymakers to rethink traditional approaches and embrace youth-centred governance.

The journey ahead requires collaboration. By aligning policies with the aspirations of these generations and fostering genuine partnerships, Thailand can build a nation that reflects the values and ambitions of its future leaders. Download the Full Report
Gain deeper insights into how millennials and Gen Z across Southeast Asia, including Thailand, influence public policy and shape the future. Click here to download the full report and explore actionable data and recommendations.

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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 prioritise 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, capitalising 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?

  • Localised 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 centres remain scarce.

Rental Market Gaps
Gen Z, who predominantly prefer renting, have limited market options. Quality rental properties within city centres 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 prioritise 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 subsidised 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 subsidise their purchase from the resale market and an additional grant for those who choose to live near their parents.

Key Features:

  • Subsidised 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

  • Incentivise Transit-Oriented Development (TOD): Encourage mixed-use developments near transportation hubs, which will reduce commute times and improve access to city centres.
  • 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-fulfilment, 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 centres in secondary cities like Davao and Iloilo to decentralise 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 monetise 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 organises 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 popularised 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 behaviour—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 behaviour 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 rumours” 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, characterised 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 emphasising 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 Behaviour

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 colours, airy linens, and tranquil imagery symbolise 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 personalised 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 colours 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 emphasises 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, signalling 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, signalling a revival of interest in early 2010s pop icons. This trend aligns with streaming platforms capitalising 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 personalised nutrition solutions has reshaped the diet industry. Searches for “DNA-based diets” and “customised 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 personalised 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 behaviours. 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%, signalling 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 capitalised 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, signalling 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 emphasise 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 fulfil—and aligning your offerings accordingly.

In a rapidly evolving marketplace, the brands that succeed will be those that not only track consumer behaviour 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 behaviour 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 personalised 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 centred 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-personalisation, humans still seek shared experiences that transcend borders.

The Role of Digital Ecosystems

Search trends emphasise how digital platforms influence both consumer behaviour 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 behaviour 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 behaviour 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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For years, millennials have been painted with broad, often misleading strokes—labelled lazy, entitled, and financially irresponsible. But is that the real picture? Our latest report, The Modern Millennial, aims to shatter these stereotypes and reveal the truth about how millennials approach work, spending, and their values.

As millennials move into their peak earning years, they’re shaping industries and redefining how we do business. This report breaks down eight powerful codes defining millennial consumer behaviour, offering actionable insights for brands ready to connect authentically with this dynamic generation.

The report highlights eight distinct codes showing how millennials navigate their consumption choices based on their economic behavior and core values providing insights for brands aiming to connect meaningfully with this generation.

Download the report here. 

Code 1: Millennials Work Hard, Live Better

Millennials redefine work-life balance by prioritising flexibility and personal well-being. Unlike previous generations, they don’t see work as a sole means to financial security but as part of a holistic life experience. This generation places high value on mental health, leisure time, and opportunities for self-improvement, which extends beyond traditional job benefits like salary. Brands today must recognise that work-life balance is not a perk but an expectation.

This shift has led many organisations to rethink their internal policies. Forward-thinking businesses have adopted flexible work schedules, remote options, and wellness programs. By providing mental health support, meditation apps, and gym memberships, companies align with the millennial desire for workplaces that care about well-being. This change isn’t just about retaining talent; it’s about fostering environments where employees can thrive professionally and personally.

From a millennial viewpoint, organisations failing to evolve risk losing top talent. The companies that succeed are those that understand that work-life integration is essential to productivity and job satisfaction. For millennials, career success isn’t measured only by paychecks but by quality of life, making holistic job satisfaction a crucial element in any recruitment strategy.

Code 2: Millennials Are Everyday Changemakers

Millennials use their purchasing power to support social and environmental causes. This generation is highly aware of the impact their choices have on the world and often makes deliberate decisions to support brands that share their values. They seek out companies prioritising sustainability, fair labour practices, and environmental stewardship and expect them to be transparent about their initiatives.

Brands that actively contribute to social causes gain a competitive edge. Companies like Patagonia and TOMS have built their business models around giving back, which resonates deeply with millennials. For instance, Patagonia’s commitment to environmental activism, such as donating a portion of its profits to conservation efforts, has made it a favourite among socially conscious consumers. These brands don’t just market products; they sell a purpose that consumers can align with.

Millennials also expect authenticity. Greenwashing—when companies falsely claim to be environmentally friendly—is quickly exposed on social media. Brands need to walk the talk by embedding these values into their corporate structure rather than just marketing campaigns. The brands that millennials support demonstrate a genuine commitment to making the world a better place.

Code 3: Millennials Are Equality Champions

Diversity and inclusion are must-haves for millennials. This generation expects brands to promote diversity in their advertising and reflect these values internally. Representation matters, and millennials want to see a workforce that reflects the diversity of their world. This is more than just a trend; it’s a non-negotiable value for this generation.

Brands championing diversity, such as Ben & Jerry’s, have gained millennial loyalty by taking strong public stances on social justice issues. Companies must move beyond tokenism and ensure their efforts are authentic and impactful. Diversity initiatives should extend to all levels of the organisation, from entry-level employees to the C-suite. Millennials want to see inclusive hiring practices, equal opportunities for advancement, and a genuine effort to eliminate systemic biases within companies.

Inclusion isn’t just about hiring a diverse workforce—it’s about fostering a workplace where everyone feels valued and heard. Companies that focus on building an inclusive culture are more likely to retain millennial employees, who are quick to leave environments that don’t live up to their diversity promises. Brands prioritising equality will continue to resonate with millennials, who view their purchasing decisions as activism.

Explore case studies showcasing brands leading the charge for equality and how they reshape perceptions in our comprehensive analysis. Download the report now. 

Code 4: Millennials Are Smart Spenders

Frugal yet intentional, millennials navigate economic challenges by making informed spending decisions. This generation grew up during the financial crisis, which shaped their approach to money. They’re cautious but willing to spend on products that offer both value and ethical production. For millennials, quality and transparency matter more than brand loyalty.

Millennials often research extensively before making a purchase. They rely on reviews, price comparisons, and peer recommendations to ensure they’re making the best choice. As a result, brands need to be transparent about what they offer. Ethical considerations, such as sustainable sourcing or cruelty-free products, often influence their final purchasing decision. This focus on informed spending means that brands must be ready to provide proof of quality and social responsibility.

Millennials are also willing to switch brands if they feel they’re getting a better deal or more ethical products elsewhere. This fluidity means companies must work harder to retain millennial customers by offering real value. It’s not just about price but the product’s overall experience and ethical backbone. Brands that can balance cost with quality and transparency are the ones that win over millennial consumers.

Code 5: Millennials Are Brand Besties, Not Loyalists

Millennials’ loyalty is earned through shared values, not rewards programs. Unlike previous generations, who may have stuck with brands due to convenience or tradition, millennials want to build deeper, value-based relationships with the brands they support. This shift has forced companies to rethink how they engage with consumers, moving from transactional relationships to more meaningful connections.

Brands like Glossier have built communities around shared values and authenticity, creating a space where consumers feel like part of a larger movement rather than just customers. By fostering these connections, brands can engage millennials emotionally, leading to stronger, long-term relationships. For millennials, it’s not about points or discounts—it’s about feeling aligned with a brand’s mission.

This generation also values transparency. They want to see a company’s human side, whether through authentic storytelling or real engagement on social media. Brands that pretend to be something they’re not will quickly lose credibility with millennials. The brands that thrive maintain authenticity communicate openly and align their actions with their values.

Code 6: Millennials Are Always Online, Always Ahead

As digital natives, millennials expect seamless experiences across platforms. They grew up in a world where technology is an extension of their daily lives, and they demand that brands keep up. This means having a strong online presence, providing personalised experiences, and ensuring smooth transitions between digital and physical touchpoints.

Brands that leverage technology to enhance personalisation stand out to this generation. Netflix and Spotify are prime examples of using data to curate personalised recommendations that make users feel understood. For millennials, convenience and personalisation are paramount, and they gravitate toward brands that can deliver both without sacrificing quality. Companies must continuously innovate their digital strategies to meet these high expectations.

Moreover, millennials expect brands to be responsive and adaptive in real time. Slow websites, outdated apps, or clunky online shopping experiences can lead them to abandon a brand entirely. Brands must invest in cutting-edge technology to keep pace with the millennial consumer, ensuring their digital journey is smooth, engaging, and personalised.

Code 7. Millennials Crave Meaningful Content

Authentic storytelling is key to capturing millennials’ attention. This generation is sceptical of traditional advertising tactics and responds best to content that aligns with their values. For millennials, it’s not just about what you sell—it’s about the story behind it. They want to know the why behind a brand’s mission and how it aligns with their beliefs.

Meaningful content goes beyond product descriptions. It’s about creating narratives that reflect the values of your target audience. For example, Nike’s “Just Do It” campaigns often feature real stories of athletes overcoming adversity, resonating with millennials who value perseverance and authenticity. Brands that tell stories rather than sell products foster deeper connections with their consumers.

Additionally, millennials engage more with content that sparks conversation or offers value beyond the product. Whether it’s educational, inspiring, or entertaining, the content must connect on a personal level. To capture millennial loyalty, they must move beyond superficial marketing tactics and create content that speaks to their audience’s values and desires.

Download the complete analysis to discover how brands craft compelling narratives that resonate with this audience and foster brand loyalty.

Code 8. Millennials Love a Good Throwback

Nostalgia is a powerful engagement tool for millennials. This generation finds comfort in revisiting the past, often reflecting on childhood memories or simpler times. Brands that reintroduce classic products or themes in modern contexts tap into this desire, creating emotional connections beyond mere product offerings.

Reebok, for instance, has successfully revived classic sneaker designs from the 90s, appealing to millennials who remember these styles fondly from their youth. This blend of the old and new allows brands to balance modern innovation and nostalgic charm. These throwback products evoke memories for millennials while fitting seamlessly into their contemporary lifestyles.

However, nostalgia marketing isn’t just about rehashing old ideas—it’s about recontextualising them for today’s consumers. Brands must be thoughtful in how they incorporate nostalgia, ensuring that it feels relevant rather than forced. The best campaigns honour the past while staying true to the present, creating a sense of continuity that resonates deeply with millennials.

Find out how innovative companies are successfully tapping into nostalgia to drive consumer interest in our full report.

The Modern Millennial report provides a comprehensive look at how these codes shape consumer expectations and behaviours, offering actionable insights for brands to thrive in this evolving marketplace.

Ready to explore these insights further? 

Download the full report here to understand how to navigate the complexities of millennial consumerism and leverage their values for sustained success.

Too young for MTV Unplugged and too old for Snapchat, Xennials find themselves in a unique generational sweet spot. Born between 1977 and 1985, this micro-generation bridges the gap between Gen X’s analogue childhood and Millennials’ digital-first upbringing. They’re old enough to remember life without the internet yet young enough to have embraced social media, smartphones, and streaming services.

Often overlooked, Xennials carry significant cultural and economic influence, blending Gen X’s scepticism with Millennials’ optimism. Understanding Xennials is crucial for global brands crafting nuanced, cross-generational strategies. Brands and market researchers must prioritise them, especially across key Western and Asian markets.

Definition and Origin of Xennials

The term ‘Xennials’ refers to those born between 1977 and 1985. Sitting between Generation X and Millennials, this micro-generation was shaped by societal and technological shifts, having grown up in a world transitioning from analogue to digital. Xennials experienced life before the internet, yet they were among the first to adopt it. This unique combination gives them a distinctive perspective—blending traditional values with modern technological comfort.

Unlike Gen X, often characterised by scepticism and individualism, Xennials tend to have a more optimistic, adaptive outlook, closer to Millennials. However, they’re less digitally dependent than Millennials, maintaining a balance between tech-savviness and pragmatic realism.

Key Characteristics of Xennials

Xennials are known for several traits that make them a standout consumer group:

  • Adaptability: Xennials are highly adaptable, seamlessly transitioning from landlines and paper maps to smartphones and GPS. This adaptability makes them early adopters of new technologies without the digital dependency seen in younger generations.
  • Technological Savviness: Growing up alongside the rise of the internet, Xennials are fluent in digital technologies but maintain caution, balancing their online and offline lives.
  • Value-Driven Purchases: Xennials prioritise quality, longevity, and sustainability, focusing more on value-driven purchase decisions than brand loyalty.

Global Insights on Xennials

While Xennials share core characteristics globally, cultural and economic contexts influence their behaviours:

  • United States: Xennials in the US tend to be financially cautious, particularly after the 2008 crisis, with spending directed toward practical purchases like home improvement and wellness.
  • United Kingdom: Similar to the US, UK Xennials value sustainability and ethical business practices, balancing digital literacy with technological scepticism.
  • China: Chinese Xennials are highly tech-savvy but remain deeply rooted in family values, often investing in property and education.
  • India: In India, Xennials are a bridge generation, embracing mobile technology and e-commerce while maintaining strong ties to community and family.
  • Singapore: Xennials in Singapore are highly urbanised and focus on quality over novelty, especially in areas like education and technology.

The Xennial Consumer 

Xennials blend digital savviness with caution. Learn how behavioural economics, personalisation, and ethical marketing can help brands connect with this generation.

Xennials’ buying behaviours are shaped by their pre-internet childhood and fully digital adulthood. This unique positioning influences their preference for quality over quantity, brand loyalty with caution, and a focus on experiences over possessions.

  • Quality Over Quantity: Xennials prefer products with durability and long-term benefits, choosing to invest in items that last over fleeting trends.
  • Brand Loyalty with Caution: While they exhibit brand loyalty, Xennials are discerning consumers. They prioritise brands that align with their sustainability and ethical sourcing values, making loyalty contingent on transparency and authenticity.
  • Experiences Over Possessions: Like Millennials, Xennials prioritise experiences—travel, wellness, and personal development—over material goods, but with a more practical, less impulsive approach.

Spending Power

These cautious yet value-driven behaviours translate directly into their spending power across key industries. In their late 30s and early-to-mid 40s, Xennials hold significant economic power, balancing family obligations with career advancement. Xennials are notable for spending on home renovations and family services, reflecting their dual roles as professionals and parents.

Global Insights

Brands that successfully engage Xennials understand the importance of aligning with their values of practicality, quality, and social responsibility:

  • United States: Apple’s long-lasting products and seamless ecosystem resonate with Xennials, who appreciate functionality and durability.
  • United Kingdom: Waitrose taps into Xennials’ preference for ethically sourced, high-quality products that support sustainability and reduce plastic.
  • Japan: Muji’s minimalist, functional, and sustainable goods appeal to Xennials, who value durability and ethical consumption.
  • Indonesia: Tokopedia has successfully targeted Indonesian Xennials, focusing on reliability, trust, and seamless online shopping experiences.

The Role of Technology in Xennial Lives

Technology Adoption

Xennials approach technology with caution and balance. Unlike Gen X, who were slower to adopt new technologies, and Millennials, who embraced it without hesitation, Xennials strike a middle ground. Their comfort with both analogue and digital worlds makes them adept at using modern tools, but they remain pragmatic about integrating technology into their lives.

Impact of Social Media and E-Commerce

Xennials use social media and e-commerce strategically rather than impulsively. They use platforms like Facebook and LinkedIn to network and stay informed while avoiding viral challenges and performative content. When it comes to online shopping, Xennials prefer trusted platforms that prioritise transparency and authenticity.

  • Singapore: Platforms like Lazada and Qoo10 cater to Xennials’ desire for affordable, high-quality products.
  • Vietnam: Social commerce is growing in Vietnam, and Xennials prefer established brands like Tiki, emphasising transparency and reliability.

Real-Life Examples

  • Tata CliQ (India): This e-commerce platform appeals to Xennials with a focus on premium, branded products, clear product descriptions, and transparency.
  • Decathlon (Global): Decathlon combines affordability with eco-friendly initiatives, appealing to Xennials’ practicality and commitment to sustainability.
  • FairPrice (Singapore): FairPrice’s mix of digital and offline experiences, sustainability focus, and personalised recommendations resonate with tech-savvy Xennials.

Brand Strategies for Reaching Xennials

Personalisation and Value-Driven Marketing

To effectively engage Xennials, brands must go beyond traditional marketing approaches and focus on personalised, value-driven strategies. Xennials gravitate towards brands offering more than just a product—authenticity, sustainability, and quality are key. This group is particularly discerning, preferring brands that align with their ethical values and offer practical benefits.

  • AI-Powered Personalisation: Using AI-driven predictive models, brands can create hyper-targeted campaigns based on Xennial preferences. This data-driven approach allows for tailored recommendations and individualised experiences.
  • Sustainability and Ethics: Xennials gravitate toward brands emphasising sustainability, fair trade, and corporate transparency. Highlighting long-term value and social impact can build trust.

Behavioural Economics: Influencing Xennial Purchasing Decisions

Behavioural economics provides deeper insights into the psychological drivers behind Xennials’ purchasing decisions, offering brands a more nuanced way to influence their choices. By understanding principles like loss aversion, social proof, and present bias, brands can craft strategies that resonate with Xennials’ values and decision-making processes.

  • Loss Aversion: Xennials are risk-averse, having experienced economic uncertainties. Brands can frame their products as long-term investments to help Xennials avoid potential future losses.
  • Social Proof: Authentic reviews and community endorsements build the trust Xennials seek before committing to a purchase. Leveraging this can strengthen brand relationships.
  • Present Bias: Xennials value long-term quality but are also motivated by immediate rewards. Limited-time offers and personalised discounts can appeal to this bias while aligning with their demand for quality.
  • Anchoring Effect: Brands can present premium product versions to set higher reference points, making their standard offerings seem like better-value alternatives.
  • Ethical Framing: Xennials are drawn to brands that highlight ethical practices. Framing product choices around social or environmental benefits appeals to their preference for ethical consumption.

By integrating these behavioural principles, brands can create campaigns that resonate deeply with Xennials’ motivations, driving trust and loyalty.

Marketing to Xennials Across Regions

Global brands must adapt to regional contexts while maintaining consistency. Here are some examples:

  • Thailand: Unilever has built strong connections with Xennials through sustainability-focused campaigns in personal care products.
  • The Philippines: Globe Telecom targets Xennials through its digital services and messaging around environmental conservation and digital education.
  • United Kingdom: John Lewis & Partners focuses on ethical sourcing and sustainability, resonating with Xennials who value quality and longevity.

Actionable Insights for Senior Leaders

  • Leverage Data for Personalisation: Use AI and CRM systems to deliver personalised experiences.
  • Emphasise Long-Term Value: Focus on quality and sustainability to build trust and loyalty.
  • Maintain Global Consistency with Local Sensitivity: Adapt strategies to different cultural contexts while staying true to core brand values.

Final Thoughts

Xennials represent a unique micro-generation that bridges the gap between Gen X and Millennials. Straddling both the analogue and digital worlds, Xennials showcase adaptability, technological savvy, and value-driven purchasing habits. They prioritise quality, sustainability, and authenticity in their consumer choices and have become influential across various markets. As they continue to age into leadership and decision-making roles, Xennials hold significant spending power, making them a critical demographic for brands to understand and engage.

Actionable Recommendations to Engage Xennials

For brand managers and CMOs, integrating Xennial-specific strategies into global marketing plans can create a lasting impact. 

Here are clear steps to consider:

  • Focus on Personalisation: Use data-driven insights to deliver highly personalised experiences that resonate with Xennials’ preferences and values.
  • Emphasise Longevity and Quality: Ensure your products offer lasting value and practical benefits. Xennials are more likely to invest in quality over fleeting trends.
  • Align with Values of Sustainability and Ethics: Communicate your brand’s sustainability initiatives and ethical practices. This generation is drawn to brands that reflect their desire for positive social and environmental impact.
  • Balance Digital and Offline Channels: While Xennials are fluent in digital technology, they still appreciate offline touchpoints and real-world experiences. Offer a balanced approach catering to their preferences online and offline channels.
  • Adapt Regionally: While maintaining core brand consistency, tailor your marketing strategies to suit the local context in different regions, especially in Asia and Western markets, to fully engage Xennials.

As Xennials age into their 40s and beyond, their influence on consumer behavior will grow. With their increasing presence in leadership roles, Xennials are poised to drive trends in sustainability, technology adoption, and value-driven purchasing. Brands that successfully engage this generation today will position themselves to benefit from their long-term loyalty and advocacy, shaping consumer markets for years to come.

As Zillennials—born between 1992 and 1998—enter their prime spending years, their influence on the retail landscape is becoming impossible to ignore. 

Positioned at the intersection of Millennials and Gen Z, this micro-generation embodies a unique mix of traits that distinguishes them from both. They grew up with early digital experiences like Millennials. Still, they matured into adulthood amidst the rise of social media and mobile technology —characteristic of Gen Z. Their hybrid behaviours, preferences, and expectations are reshaping the future of retail and consumer engagement.

For brands, understanding Zillennials is not just a matter of keeping up with trends—it’s essential for long-term success. Zillennials expect brands to balance authenticity with innovation, providing experiences evoking nostalgia and a forward-thinking approach. As they continue to gain economic influence, brands that successfully tap into the Zillennial mindset can build strong connections with this powerful consumer group, setting the stage for lasting loyalty.

Who Are Zillennials?

Zillennials, often called the “in-between” generation, are typically born between the mid-1990s and early 2000s. This cohort finds itself at the intersection of two powerful generational forces: Millennials and Gen Z. Like Millennials, they grew up during the technological boom of the late 1990s and early 2000s, witnessing the transition from analogue to digital. Yet, they came of age during the social media and smartphone revolution defining Gen Z.

Zillennials experienced life before smartphones became ubiquitous but were young enough to adapt effortlessly to the digital age. This duality makes them distinct, often identifying with both generations yet fitting neatly into neither. 

Unique Traits of Zillennials 

Zillennials blend Millennials’ values-driven, experience-focused tendencies with Gen Z’s digital fluency and adaptability. They expect personalised, fast interactions with brands but also value authenticity and purpose. Unlike Millennials, who witnessed the dawn of social media, Zillennials grew up with it as a constant presence in their lives, shaping their behaviours and preferences in unique ways.

This group seeks brands combining authenticity with modernity—those that connect emotionally while leveraging the latest technological innovations. Zillennials appreciate the nostalgia of pre-digital experiences while fully embracing the conveniences of the digital-first world. Brands that can balance these elements stand to win the loyalty of this influential generation.

Why Zillennials Matter for Brands

  • Consumer Influence

Zillennials are not just another consumer group—they are trendsetters who influence both Millennials and Gen Z. Their purchasing power is growing, but what makes them particularly impactful is their role in shaping consumer expectations. Whether it’s their digital savvy, preference for experiential marketing or demand for authenticity, Zillennials are driving shifts in how brands engage with consumers.

For brands, resonating with Zillennials means creating experiences that appeal to younger and older Gen Z consumers. This cross-generational influence is particularly evident in fashion, beauty, and technology, where Zillennials often act as early adopters and amplifiers of trends. Brands that can blend traditional values with modern technology will find this micro-generation to be key in navigating the ever-evolving consumer landscape.

  • Brand Loyalty and Preferences

For Zillennials, brand loyalty is earned through authenticity, transparency, and personalisation. Unlike Millennials, who value long-term relationships with brands, or Gen Z, who prioritise speed and convenience, Zillennials expect a balance. They want meaningful engagement and agility in adapting to changing trends and technologies.

Zillennials are drawn to brands prioritising sustainability, inclusivity, and social responsibility. This generation quickly identifies performative or inauthentic marketing, meaning brands must be genuine in their efforts to connect. 

Zillennials expect personalised experiences that reflect their unique blend of Millennial nostalgia and Gen Z’s tech-savvy convenience. Brands that excel at this are rewarded with loyalty that extends beyond a single transaction, fostering deeper, long-term relationships.

Millennial Brand Case Studies

GU in Japan: GU, a Japanese fashion brand under Fast Retailing Co., the operator of Uniqlo, has successfully tapped into the Zillennial market by merging affordability with trendy, sustainable designs. 

Recognising Zillennials’ craving for fashion-forward choices and eco-consciousness, GU has launched campaigns resonating deeply with their values. A prime example is the Harajuku ‘GU Style Studio,’ which blends physical retail with innovative digital touchpoints. The store allows customers to try on apparel and place orders online for delivery, balancing convenience and engagement.

Image credit: Japan Times

Its interactive features set the GU Style Studio apart, allowing customers to experiment with clothing combinations on a virtual mannequin and create digital avatars. While showcase shopping—where customers experience products in-store but purchase online—has been popular in sectors like electronics and household items, GU’s application of this concept in fashion is pioneering. As e-commerce continues to reshape the global retail industry, GU is leading the way in experimenting with new methods of selling clothes, appealing directly to the hybrid shopping habits of Zillennials.

Lush in the UK: Lush, the UK-based cosmetics brand, has cultivated a loyal youth following by steadfastly adhering to its core values of sustainability, cruelty-free practices, and environmental activism. 

According to the latest Statista report, Lush’s primary shopper base was consumers aged 16-24, with this age group remaining significant despite a slight decline from the previous year. Additionally, the report highlighted a growing customer segment aged 25-34, who made up 27% of Lush’s customer base —a trend driven by the brand’s strong appeal to young adults who value ethical consumption.

Image Credit: Lush 

Lush’s commitment to transparency and its robust digital presence has particularly resonated with Zillennials, who seek out brands that align with their values. By seamlessly blending activism with product innovation, Lush has successfully captured the loyalty of Zillennials, a generation that expects brands to meaningfully reflect their principles and commitments.

Behavioural Insights: Bridging Two Generations

  • Digital Natives with a Twist

Zillennials are digital natives, but their relationship with technology is nuanced. According to a Pew Research Center study, 98% of adults aged 18-29 (which includes Zillennials) in the US use the internet, with 89% accessing it daily on their smartphones. However, unlike Gen Z, who are quick adopters of the latest social platforms, Zillennials often blend traditional and newer platforms. They enjoy long-form content like podcasts and YouTube videos while engaging with short, snackable content popular with Gen Z.

For brands, this means offering a range of content formats—from quick social media posts to in-depth digital experiences—that can capture Zillennials’ attention and cater to their hybrid consumption habits.

  • Hybrid Shopping Habits

Zillennials prefer a seamless mix of online and in-person shopping experiences. A 2023 Shopify report found that 63% of consumers aged 18-34 prefer hybrid shopping, blending the convenience of online purchasing with the tactile experience of physical stores. This is particularly true for Zillennials, who, while tech-savvy, still appreciate the in-person discovery of fashion, beauty, and lifestyle products.

In Southeast Asia, social commerce is booming, driven mainly by Zillennials. According to eMarketer, 56% of Southeast Asian online shoppers between the ages of 18 and 34 have made purchases through social media platforms like Instagram and TikTok. Shopee Live, in particular, has become a popular way for Zillennials to engage with brands, combining entertainment and commerce in real-time shopping events.

  • Work-Life Balance and Career Aspirations

Zillennials’ approach to work blends Millennial ideals with Gen Z pragmatism. 

According to Deloitte’s 2023 Global Millennial and Gen Z Survey, 77% of respondents across both generations cited work-life balance as a top priority, with many seeking flexible working arrangements and remote work options.

Zillennials are particularly drawn to companies aligning with their values. A 2022 LinkedIn study found that 71% of job seekers aged 18-34 consider company culture and values more important than salary when choosing a job. For Zillennials, this means finding employers who prioritise diversity, equity, inclusion, and mental health. Companies fostering a sense of community and offering opportunities for personal and professional growth are more likely to attract and retain Zillennial talent.

Zillennials Around the World

Zillennials share common traits globally, but their behaviours, preferences, and interactions with brands vary significantly across regions. Understanding these nuances is key to creating tailored strategies that resonate with Zillennials in specific countries.

United States and United Kingdom

Zillennials blend Millennial ideals with Gen Z’s adaptability in Western markets like the US and UK. 

A 2023 YouGov study found 68% of US Zillennials prefer brands aligning with their values, particularly in areas like sustainability and social justice. In the UK, 72% of Zillennials are willing to pay more for products from ethical brands, highlighting the importance of corporate responsibility.

Japan and Singapore

In Japan, Zillennials are shaping consumer trends through platforms like Mercari, which caters to their interest in sustainability and second-hand fashion. 

A 2023 report by Rakuten Insights found 64% of Japanese consumers aged 18-34 have purchased second-hand goods in the past year. This focus on sustainability and their love for unique, personalised items distinguishes Japanese Zillennials from their Western counterparts.

In Singapore, Zillennials are leading the shift toward digital payments and e-commerce. Bain & Company reports 78% of Singaporean Zillennials prefer cashless transactions, driven by the country’s strong digital infrastructure. They are also more likely to participate in online flash sales and live shopping events, using platforms like Shopee and Lazada to make purchases while engaging with interactive content.

Southeast Asia presents unique opportunities for brands targeting Zillennials. 

Social commerce is thriving in Indonesia, with 56% of Zillennials regularly shopping through platforms like TikTok and Instagram, according to eMarketer. Shopee Live, for instance, allows Zillennials to shop in real-time, blending entertainment and commerce.

In the Philippines, Zillennials are heavily influenced by online influencers. A 2022 survey by We Are Social found that 69% of Filipino Zillennials follow influencers on Instagram and TikTok, often making purchasing decisions based on their recommendations. Local beauty brands like Sunnies Face have leveraged influencer partnerships to build a strong Zillennial following.

In India, Zillennials are driving the rapid adoption of digital payments and e-commerce. Kantar’s 2023 report shows 72% of Indian Zillennials prefer online shopping, with mobile devices being their primary tool for browsing and purchasing. E-commerce platforms like Flipkart and Myntra have embraced this mobile-first approach, catering to Zillennials’ need for convenience and speed.

In Vietnam, Zillennials are leading the shift toward digital entertainment and gaming. Statista reports that 60% of Vietnamese Zillennials are active gamers, with mobile gaming being particularly popular. This digital entertainment focus opens new opportunities for brands to engage with Zillennials through in-app advertising and partnerships with gaming influencers.

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Key Takeaways for Brands Targeting Zillennials 

  • Authenticity and values matter: Zillennials are drawn to brands reflecting their values, particularly in sustainability, social responsibility, and inclusivity. Brands must be transparent and authentic in their messaging, avoiding performative gestures. Genuine actions and commitments to important causes are critical to earning Zillennials’ trust and loyalty.
  • Embrace hybrid experiences: Zillennials expect a seamless mix of online and offline experiences. They appreciate the convenience of online shopping but still value the tactile nature of in-store visits. Brands should focus on creating omnichannel experiences that allow Zillennials to engage across multiple platforms through digital interactions, in-person experiences, or a blend of both.
  • Invest in social commerce: Social commerce is rising globally, particularly in Southeast Asia. Brands that engage Zillennials through social media platforms offering live shopping events and interactive content can tap into this growing trend. Influencer partnerships and authentic content will continue to be powerful tools for connecting with Zillennials.
  • Flexibility and innovation: In the workplace, Zillennials prioritise flexibility, diversity, and opportunities for growth. As consumers, they value brands that mirror these qualities. Offering customisable products, flexible purchasing options (such as subscription services), and embracing innovation in digital interactions can set brands apart.
  • Localised strategies: While Zillennials share common traits globally, their preferences vary by region. Brands must tailor their strategies to reflect local nuances, ensuring they resonate with Zillennials in specific markets. For example, brands in Japan may focus on sustainability and second-hand fashion, while in Singapore, mobile-first experiences and digital payments are more critical.

Zillennials, the micro-generation bridging Millennials and Gen Z, are emerging as a powerful force in the global marketplace. Their unique blend of digital fluency, values-driven consumption, and hybrid behaviours makes them a generation brands must understand to stay competitive. From prioritising authenticity and sustainability to expecting seamless online and offline experiences, Zillennials represent both a challenge and an opportunity for brands willing to innovate and adapt.

For brands, the key to engaging Zillennials is recognising their dual influences and tailoring strategies to meet their evolving needs. Brands that invest in understanding Zillennials today will be well-positioned to build lasting relationships with this dynamic and influential group.