What you need to know

Gen Zers, as a group of people with high openness to new trends and fast-rising purchase power, are possibly the main target audience of brands across categories, from necessities to luxuries. However, there is a common perception that young people are liable to switch their preferences frequently. A relieving fact covered in this Report is that their tendency to change interests is not as high as expected. The further solution to the issue is to find out young people’s buydeology underneath. For brands, standing in support of issues that matter to them, as well as their self-identified lifestyles, can enable them to align with young people’s values and drive interest.

This Report first unveils the background factors of Gen Z, including their living situations, job expectations and consumption habits. Based on the fundamental knowledge, it can be easier to understand their emphasis on appearance, no matter product or people, their tendency to switch choices as well as their persistence, and finally, their preferences on mood-boosting activities.

Key issues covered in this Report

  • Living and financial situation

  • Job expectations and future plans

  • Perceived importance of appearance

  • Mood-boosting activities

  • Tendency to change and persistency

  • Online activities and app usage habits

  • Consumption habits

Definition

For this Report, Generation Z is defined as those born after 1995. The consumer data of this Report is based on a sample of 18-25 year olds with monthly household income over RMB6,000 in tier one cities or RMB5,000 in tier two or lower cities. Notably, adult Gen Z is the youngest consumer segment tracked at Mintel China.

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