Z世代报告：无界限的一代

2020-03-01 241浏览

1.A generation without borders Embracing Generation Z In partnership with uncommon sense
2.03 Introduction 04 Who are Generation Z? 08 Six key findings 22 Implications for brands and retailers 34 What next? 02 OC&C A generation without borders
3.Introduction Needy, entitled, ethical – as the first generation to grow up under the public gaze of the internet, Millennials must be the most talked about, scrutinised generation to date. Yet now, just as brands finally start understanding this demographic, a new group is making its way onto the consumerlandscape:Generation Z. Broadly defined as those born in 1998 and after, this group already makes up 30% of the global population and circa 50% in parts of Africa. In little over a decade, Generation Z will account for a third of all consumers worldwide – presenting vast opportunities for businesses. But what about Generation Z today? As the oldest members turn 21 this year, and enter adulthood and the workplace, the opportunity for business is already mounting. Businesses – as both brands and employers – are under increasing pressure to understand who these new consumers are and what they want. This study aims to help businesses do just that. Spanning four generations, nine countries and 15,500 respondents, A generation without borders is the widest geographical study of Gen Z consumers to date. Through rigorous analysis of over 12 million data points, our research provides valuable insight into this already misinterpreted generation, revealing many of the values and attitudes displayed by this group of young consumers – and influencers. Because like the Millennials before them, Generation Z are anything but passive consumers. With this generation we enter the age of the influenced and the influencer, the finsta and the rinsta, the activist and the individual. A word on generational research Generational research has long been recognised as a valuable method of understanding people according to the economic, political, technological and, increasingly, environmental context in which they were born and came of age. Rather than stereotype individuals, generational research explores the impact that global events have on age-specific communities. By viewing consumers through a generational lens, we can look for trends and shifts in perspectives that transcend age, gender and nationality, which are attributable to global factors instead. But as with all generational studies, our findings have certain limitations. We can’t offer longitudinal perspectives, so for example, we can’t compare the shopping habits of teenage Baby Boomers with Generation Z. While every effort has been made to present findings that are not attributable to age, making allowances for age-specific behaviours remains a critical challenge of this type of study. To help you draw your own meanings from our research, we’ve presented data alongside our interpretations throughout. Welcome to Generation Z. In little over a decade, Generation Z will account for 33% of all consumers worldwide – presenting vast opportunities for businesses OC&C A generation without borders 03
4.Who are Generation Z? THE GENERATIONS 1928-1945 1946-1964 1965-1980 Silent Gen Baby Boomers Gen X While the definitive years are still to be agreed (clearer generational boundaries will likely emerge over time), it’s generally accepted that Generation Z includes those born sometime between 1998 and 2016. Members of this demographic grew up, or were born into, an era defined by political and economic turmoil. The financial crisis of 2007, and the 9/11 attacks that took place six years earlier, meant childhood was a time of relative hardship set against a backdrop of increasing anxiety for many Western Gen Zers, as both the ‘war on terror’ and Great Recession took hold. And while the Western world struggled, this generation also witnessed the rapid development of the BRIC nations and, more specifically, China’s transformation from ‘third world’ to the next potential superpower. Yet despite these events, Gen Zers are not necessarily defined by these geo-political tumultuous times. Born alongside the commercialisation of the World Wide Web, this group is surely better defined by the era of unprecedented technological change that has followed. For growing up alongside the internet and the subsequent dawn of social media, meant a childhood punctuated by the many seismic events (the Arab Spring, Donald Trump’s Presidency, Brexit) directly influenced by this medium. Add to all this contemporary events and trends involving rights and equality – such as the Syrian Civil War and the refugee crisis, the legalisation of gay marriage, the #metoo movement and the rise in populism across the Western world – and it becomes clear that Generation Z have lived through, or were born into, times of extraordinary change. Today, as the oldest Gen Zers come of age, we’re starting to grasp just how much these worldwide events may have influenced and defined the characteristics of these young consumers. We’re seeing how concerns around social responsibility are affecting purchase decisions, for example, and that equality and diversity – not the environment – are the most significant issues for this group of people. TECHNOLOGY TIMELINE, 1998-2017 Software/Apps 1998 1999 Hardware 04 OC&C A generation without borders 2000 2001 2002 2003 2004 2005 2006 2007
5.“When I think of Generation Z, the first thing that comes to mind is change.” Female, 20, USA 1981-1997 1998-2016 2017-20?? Gen Y/Millennials Gen Z Alpha Gen? The research paints a layered and textured portrait. It shows how, more than any other generation, this one is subject to influence from celebrities and friends, but also, the extent to which this cohort wants to stand out as individuals. Driving these seemingly contradictory forces is, most likely, the irrefutable influence of social media. Growing up with Facebook, YouTube and WhatsApp, it’s no surprise that Generation Z are prolific and masterful social mediausers:adept at manipulating the medium to build influence, make money and discover brands and new ideas. As the first generation to know nothing but life with Snapchat and Renren, platforms like these are where Gen Z socialise, source news, watch videos and carve out multiple identities. These young adults, teens and tweens, don’t ‘go online’, they live online. This doesn’t mean they’re not concerned by their social media use, however. Over 50% worry about the wider impact social media has on society, while two in five are concerned by the effects social media has on their health. 2008 2009 2010 2011 2012 2013 From selfies to finstas Millennials may have popularised the selfie and ‘humble brag’, but we see a trend for multiple account use among Gen Zers, suggesting a focus on carefully curated personas. Furthermore, this generation is the least likely to limit their social media audience to those they know in real life. The result? The birth of the finsta, the so-called ‘fake’ and private Instagram account for close friends and family only, and the rinsta, the polished and public ‘regular’ account. And it’s not just Instagram – Gen Z report having multiple accounts across social media platforms. 2014 2015 2016 2017 OC&C A generation without borders 05
6.“What makes us different from any other generation is that we are more cautious and pragmatic. We grew up during a global recession, war, and terrorism. When planning our futures we seek stability and security rather than the optimism and flexibility of Millennials.” Female, 20, UK 06 OC&C A generation without borders
7.Generation Sensible, or Generation Spend? Generation Z are frequently labelled the ‘sensible, stayat-home generation’. Evidence suggests that the rise in streaming, online communities and instant communication channels has produced a generation that socialises less outside and more inside. We see these ‘sensible’ attitudes reflected in our research too. Growing up in times of economic and political uncertainty has clearly had an impact on this group of young consumers. Over 35% are regularly saving for big purchases, with 12% saving for retirement already. GEN Z SPEND There are more of them In developing countries such as Nigeria and Pakistan, over 40% of the population are Generation Z. In our surveyed countries, Gen Z represent a larger percentage of the population in Brazil and Turkey (around a third of the population) – significantly more than in Western countries like the UK and the US (around a fifth). They leave school and enter the workforce earlier In developing countries Gen Z are more likely to be in employment having left school at an earlier age. This means they are already contributing to household earning and spending earlier than their peers in developed countries. China and the one-child policy Since the launch of the one-child policy in 1980, many Gen Zers in China were born as the only child in their family. Being only children, Gen Zers are more likely to receive generous financial support from their parents than older generations. of all global household spend 0.9 3.4 Gen Z Inﬂuence spend2 Gen Z Total spend 2.4 That’s not to say that Generation Z doesn’t spend of course. At US$3.4 trillion, this group already accounts for over 7% of total household spend, even though the vast majority are teenagers or even younger. At the moment, Gen Z’s spend over-indexes in technology (e.g. their mobile phones and media subscriptions) and clothing, with Gen Z in China, Brazil and Turkey accounting for more household spend than their Western peers. Why Gen Z account for more household spend in developing economies 7.5% Global Gen Z Spend, 2018 US$ tn Gen Z Direct spend1 Gen Z share of household spend, by surveyed country (%) China 10% Brazil Turkey Poland Italy France Germany USA UK Direct spend1 1. 2. 3% 7% 6% 3% 2% 3% 2% 3% 1% 3% 1% 2% 1% 2% 1% 2% 3% 13% 10% 8% 5% 5% 4% 4% 3% 3% Inﬂuence spend2 Directspend:'>spend: