Interpretation of generation Z report in Singapore From DeVries
The following is the Interpretation of generation Z report in Singapore From DeVries recommended by recordtrend.com. And this article belongs to the classification: Consumer research, research report, network marketing.
From October 23 to November 4, 2020, DeVries commissioned votee platform to conduct an online survey of 800 young consumers in Singapore. The respondents were aged between 16 and 25, including 4% under 18, 46% between 18 and 20 and 50% between 21 and 25. In addition, 57% of them were male and 43% were female; 46% are students, 20% are fresh graduates, 22% are employed / self-employed and 12% are unemployed.
The purpose of the survey was to understand the change of health attitude of generation Z in Singapore. Because of COVID-19’s influence, the focus of Z generation has shifted to health and health care, and occupation has fallen to a secondary position.
Generation Z, born between 1996 and 2010, is the most influential but confusing generation so far. They have just experienced a major turning point in their lives: completing their studies, entering the labor market, and finding a foothold in their first job. But the pandemic of 2020 has brought them amazing changes, disrupting their plans, prospects and expectations.
DeVries’ report outlines what this shift means for brands and how it can effectively benefit this generation in terms of marketing.
Key insights
Health is more important than ever, with 82% of respondents agreeing that “they have paid more attention to their health since the hubris epidemic.”.
Two thirds of generation Z in Singapore agree that “having healthy skin is an important aspect of overall health.”.
In Singapore, skin care is gender neutral for generation Z, and brands should not forget male consumers.
Unlike seeking professional help, generation Z focuses on self-care habits, such as exercise, healthy diet and indulgence in self indulgent treatment.
Since health is now the top priority of generation Z, brands must find ways to support their pursuit of personal happiness.
In terms of opinion leader marketing, the combination, authenticity and credibility of opinion leaders are very important.
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