Generation Z is characterised by staying highly connected with the digital world, there is no doubt that this generation is much more familiar with digital products and social networks compared with other generations. In terms of their preference of enjoying online activities switching between different devices, brands should provide a seamless user experience across different screens.

As for digital advertising, it is necessary to explore more online promotional touchpoints, with short-form video platforms being the priority. However, instead of simply covering more advertising channels, brands should bear in mind that Gen Zers have shorter attention spans and will easily lose patience. Thus, it is important to focus more on generating fun, innovative and interactive content to engage Gen Z.

With social media being the main source of information and place to make new friends, it is interesting to find out their paradoxical attitudes towards social media. On the one hand, they can’t live without social media platforms. On the other hand, they have started to realise the mental health issues associated with social media and spending a long time online. This triggers further thinking about how brands can help Gen Z to release the pressure of being addicted to online, expand their social circle and lead to healthy social media behaviour.

For this Report Generation Z has been defined as those were born from 1995 to 2005. However, the consumer data is based on a sample of 18-24 year olds as this is currently considered to be the core group for marketers and brands.