Unlocking Gen Z 2024 China Focus: A Multi-Dimensional Generation

2023 saw the rise of Gen Z as the most populous generation, representing 32.1% of the population and taking over the consumer market. In the wake of the pandemic, Gen Z globally has experienced a transformation in their consumer mindset and behaviors. As with many cultural trends – the global rhythms and desires of Gen Z often begin in Asia: where consumers lean into both brand and technology experiences. 

How should marketers adapt their marketing strategies to connect with this dynamic demographic? Find out by first looking into the Chinese Market to see witness a global shift.

Unlocking Gen Z 2024: A Multi-Dimensional Generation, written by dentsu Z our Gen Z specialists, curates the latest ideas and experiences of the Gen Z community and presents them in a whitepaper to inspire the market through the lens of the Gen Z era.

Download the full report from the Dentsu Creative global website.

www.dentsucreative.com/news/china-z-trends-2024

The report explores how the youth of today are opting for a 45° lifestyle with many people deciding to either be career-driven or take a break. Striking a harmonious balance between personal satisfaction and career aspirations, Gen Z are prioritizing spiritual growth as a practical solution for the future. From their perspective, when short on time and funds, a budget-friendly train journey and a joyful day could offer a refreshing breather from the challenges in their lives.

It is examples such as this that illustrates Gen Z resilience, this generation has managed to find balance and inner strength through self-discovery.

To tap into the future market potential, it is imperative for brands to establish a meaningful emotional connection and with Gen Z. To effectively target the new generation, they must first understand and empathize with Gen Z's living environment and their distinct culture and needs.

Combining a diverse team of creative Zoomers and a deep understanding of consumer behavior, dentsu Z has identified and explored six key trends - culture, entertainment, technology, emotions, socialization, and consumption. Marketers and the younger generation can both benefit from the direct insights in this report, making it a valuable creative tool.

TREND 01

CULTURAL ECHOES

Gen Z's culture is an even greater reflection of the past. As the pandemic has gone, a feeling of nostalgia has arisen; they have brought back cultural trends from long ago, using traditional Chinese culture, local customs, youthful imagination, and retro elements to create a world that is enriched with a steady and authentic feeling of joy from former recollections.

TREND 02

THE TYPICAL ME

Post-COVID, the dominant factor influencing Gen Z's actions is their emotions, much like the rest of the population. Having overcome their inner conflicts, they have left behind their illusions and begun to scrutinize the world with a more astute perspective. Inside, they delve for their most heartfelt reactions, and outwardly, they demonstrate their most fearless responses.

TREND 03

REENVISION TECH 

Artificial Intelligence has been a game-changing force for the lifestyle of Gen Z. As Gen Z moves towards more modern production systems and dives deeper into the world of technology, they must also navigate a new conflict between humans and machines. Acknowledging the significance of the new tech code in the lives of young people is essential for brands to effectively reach and engage with them.

TREND 04

HYBRID ENTERTAINMENT

The entertainment world is being characterized by young people's ability to seamlessly integrate diverse forms of entertainment and cultural traditions. Gen Z aims to break the barriers across communities and bring people together to create moments of joy for all.

TREND 05

SOCIAL DOCUMENTARY

The zeitgeist of Gen Z is reflected in their character, thoughts, and pursuits. Their desire for uniqueness drives a strong demand for personalized, diverse, and contemporary social experience. Their focus on spiritual fulfillment rather than material gratification has a ripple effect on the behaviors and values of future generations.

TREND 06

PURPOSEFUL CONSUMPTION

With the slowdown in consumption, the value-driven mindset of Gen Z leads them to prioritize the product itself when making purchasing decisions. The pursuit of true emotional satisfaction drives them to break away from the chaos and hustle of life, and instead center on their own well-being and meaningful life endeavors.

Gen Z's outlook on the world has been reshaped by the pandemic, pushing them to confront inconsistencies and uncertainties in a diverse manner, leading to a shift in their consumer mindset.

Today, confidence in culture, emotional value, cutting-edge technology integration, entertainment influence, social influence, and excellent value for money can all be the key drivers behind the buying decisions of young people.

Chris Chen, Chief Creative Officer of Dentsu Creative China & the initiator of dentsu Z team, said “We believe that brands who can understand and resonate with Gen Z through these future trends will find success in the youth consumer market and beyond. We are excited to collaborate with marketers in creating ideas that truly resonate with Gen Z while establishing a meaningful connection between them and brands/platforms.”

Download the full report from the Dentsu Creative global website.

www.dentsucreative.com/news/china-z-trends-2024

For further information please contact us.

DENTSUCREATIVEChina@dentsu.com

Get an exclusive look at the behind the scenes of our report's visuals, featuring the dentsu Z team. 

ABOUT DENTSU Z

As the driving force of Gen Z creatives at dentsu, the dentsu Z team takes a proactive approach in strategizing and proposing solutions for clients. Through the use of cutting-edge technology, they continuously push boundaries to create meaningful cultural experiences. With their unique perspective as members of generation Z and young innovators, dentsu Z provides valuable insights and builds authentic connections between brands and the next generation of consumers.

ABOUT DENTSU CREATIVE

DENTSU CREATIVE is dentsu's sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022’s Cannes Lions Agency of the Year, it is made for integration with dentsu's Media and CXM networks through Horizontal Creativity. 9,000 creatives across the globe are connected to dentsu’s Media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future. 

www.dentsucreative.com

ABOUT DENTSU

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands, Carat, DENTSU CREATIVE, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, shape society, and invent the future. Powered by 100% renewable energy, dentsu operates in over 146 markets worldwide with more than 72,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.

www.dentsu.com

-ENDS-


TAP TO READ MORE

Dentsu Creative Trends Report 2024: The Futures Less Traveled

DENTSU CREATIVE 2023 CMO Report: Creativity at a Crosswords

DENTSU CREATIVE 2023 Trends Report: A Tale of New Cities

Introducing Dentsu's 5-Power in Creating Health & Wellness

dentsu Z decodes luxury brands’ crossovers with Campaign Asia

Pets, Tech, Eco-product, Subculture: Latest Gen Z Updates

dentsu Z Looks into the World of a Generation of Contradictions