How Different are Generation Z to Rest of Us?

While Asia remains the world’s fastest growing region, this part of the world is experiencing geopolitical shifts, trade battles and territorial disputes. In spite of this, there exists a group of people who - with youth on their side - are optimistic about their future, highly engaged in socio-economic issues and more open-minded than ever when it comes to race, religion and relationships. They are Generation Z.

Gen Z’s - the younger siblings of millennials - are more politically aware, more environmentally conscious and more socially progressive than those before them. The Generation Z: APAC report – researched, developed and distributed by Wunderman Thompson Intelligence – delves into the motivations and behaviours of young consumers in nine markets, examining how they differ from each other and from older generations.

Using original consumer data by our in-house data unit SONAR from 4,500 consumers aged 13 to 23 years, Wunderman Intelligence APAC has identified what drives them, what worries them, who they regard as heroes, and ultimately, how these translate into trends and opportunities for brands. The data from China, Hong Kong, Indonesia, Japan, the Philippines, Singapore, Taiwan, Thailand and Vietnam cover shopping, finances, technology and media, as well as gender and politics.

Given in 2019 Generation Z made up 32% of the world’s population, this is a group that should not be ignored. 

“This is the most global, connected generation ever,” said Chen May Yee, APAC director of Wunderman Thompson Intelligence. “Gen Z Asia are coming of age amid a climate crisis and stormy geopolitics and they worry about everything from future job prospects to online privacy. Yet roughly three quarters say they will be better off than their parents’ generation. That mix of positivity and maturity is already influencing how brands think and act.”

Key findings include:

• 74% say their generation will be better off than their parents’ generation - Gen Z’s in China are most optimistic (94%) about being better off than their parents, followed by Indonesia (91%), Thailand (88%), Vietnam (84%), Philippines (78%), Singapore (74%), Hong Kong (71%) and Taiwan (60%) and Japan (28%)
• 76% overall say they use their smartphones multiple times a day. Yet 87% say their peers too much time on digital devices. The vast majority - 89% - say they think carefully about what they post online.
• 76% overall say they are as comfortable purchasing online as offline, rising to 88% in China. But 62% overall say they prefer to buy in a physical store.
• 88% say it’s important to start saving for their future now. 85% say they wish there was more education around financial literacy.
• Those in Indonesia, Philippines, Thailand, Singapore and Vietnam are most likely to pick family members as personal heroes, mostly followed by teachers. Those in China, Hong Kong and Taiwan are most likely to pick celebrities as personal heroes; and young people in China also hold scientists, entrepreneurs and politicians in higher esteem.
• 8 out of 10 overall say gender doesn’t define a person as much as it used to.
• 75% overall say they would date outside their race.
• 56% say they are trying to eat less meat than in the past.