The most divided generation in history From 2022 decoding generation Z

The following is the The most divided generation in history From 2022 decoding generation Z recommended by recordtrend.com. And this article belongs to the classification: User Research, research report.

Generation Z, which has been studied and interpreted, is a young species that the market can never guess. They often start the fine value saving mode, but spend money on hobbies and ideals; They blur the boundary between reality and reality, but they always care about the real experience; They pursue their unique self, but they have a unified cultural consensus; They think they are young, but they also secretly enter the health care team… In order to help brands and marketers decode the most divided generation in history, Dentsu Z, a creative pioneer force composed of generation Z youth, has been created by Dentsu Z.

As a new generation of consumers and also a creative manufacturer, Dentsu Z team makes self-analysis from the four fields of culture, technology, entertainment and consumption, hoping to bring the first perspective and inspiration for marketing practitioners to meet the real needs of generation Z in China.

The diverse living conditions and value orientations of generation Z show more diverse cultural concepts; In the cultural collision between freedom and love, mainstream and personality, it shows a state of vigorous growth. The “indulgent” generation Z are eager for the “immoral” brand to communicate with them continuously.

Generation Z pays for virtual idols in real life and experiences the pleasure of parallel time and space in the virtual world. Between virtual and real, they don’t care who is the information transmitter, but more about the information itself and the real sensory experience. With the rapid iteration of modern technology and the continuous renewal of the virtual world, brands need to respond quickly to impress young consumers.

Generation Z has diverse interests and is keen on emerging entertainment, while the entertainment with a strong sense of emotional immersion, interactive participation and group identity has reconstructed the daily life of young people. “Being able to play” has been the label pursued by young people. Being together with young people may be a good solution for the brand to be close to young people.

The rise of generation Z has built the backbone of China’s consumer market, and their consumption attitude has gradually changed from meeting the needs of functions to consuming for themselves; Only by mastering the love of generation Z can we provide a long-term driving force for brand growth.

Generation Z is detonating the great migration of consumption trend. They seem to have group consensus and are subdivided into different circles. However, any minority voice may be the next consumption boom.

To catch the attention of generation Z, we think we can refer to the following:

Find the real voice of generation z from the hot social and cultural topics.

Pay attention to different niche circles and share common love with generation Z.

Among appearance and traffic, generation Z values strength most.

Whether virtual or real, we should pay attention to meeting the real emotional needs of generation Z.

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