Chinese Gen Z aspire to be an ‘ordinary person’ who is ‘extraordinary’ in their own way... but WHAT does that mean?
This enigmatic generation has a huge amount of buying power, which is expected to only grow in the coming years.
In McCANN's latest bi-lingual report they dig deep into the truth about Gen Z. Here are a few key takeaways from the report:
- Known as the "unscripted generation," 49% of Gen Z in China say they enjoy cancelling plans they’ve made – “King of no-show – last minute regret”, “Lip service – all talk & no deed”, “3 second passion – prompt give-up”
- 84% of Gen Z believe that the goods recommended by KOLs and influencers are not trustworthy. However, their decisions are still made by momentary emotions. What motivates them is a ‘hook’ – a tagline, a picture, a scene, an action, etc.
- 68% of Chinese Gen Z prefer to socialize via messaging apps than in person. 61% of Gen Z in China try to avoid answering phone calls. Brands could become a medium that helps create dialogues and emotional anchors between consumers, and further facilitate the establishment of deep intimacy.
- Chinese Gen Zs expect brands to represent their lives in a more authentic manner, portraying the real challenges they face in life and potentially stepping up to alleviate these issues.
- 93% of Gen Zs in China agreed that they have the power to influence a global brand’s actions and behaviors for the better.
- 87% of Gen Zs in China said they would spend more on a brand that supports an issue they care about. A brand’s statement is no longer limited to slogans, any behavior will be perceived as declaring a position by consumers.