What is Gen Z’s take on the future? Are they optimistic or pessimistic? What global issues are keeping them up at night? How do they look at gender diversity and how will they tackle injustice?
The following infographic, using data from proprietary quantitative research amongst 9,109 consumers (3,558 Gen Z, 2,086 Gen Y, 1,951 Gen X and 1,514 Baby boomers) in 8 Asian markets (China, Hong Kong, Indonesia, Philippines, Singapore, South Korea, Taiwan, Thailand).
58% of Gen Z in Asia feel uncertain about the future. The global issues that Gen Z would like to tackle are global warming & climate change (42%), the economic crisis (39%), health problems and virus outbreaks (38%), poverty (34%), racism (22%), suppression and abuse of women (19%), gender inequality (17%), terrorism (16%), and the aging population (15%). Breaking gender stereotypes is another theme that is significantly more present in the daily lives of Gen Z. 67% believe there are still too many gender stereotypes, 62% recognize that gender identity can change over time, and 50% know someone who prefers to be addressed with gender neutral pronouns.
Social media makes it easy for Gen Z to use the collective power of their clicks to fight injustice. In fact, 29% follow accounts about social justice on social media, 30% voice their opinion about social issues on social media, and 12% participate in (online) protests.
So, what does this mean for brands? Gen Z challenges brands to demonstrate their ongoing social impact. Brands that try to jump on the bandwagon with one-off actions, risk being called out for green-washing or rainbow washing.
Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!
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