Generation Z are the most diverse generation yet, typically pitched as activists, driven by values and keen to make a difference in the world. This has impacted their interactions with brands, demanding stronger ESG commitments and social justice action. Lately we’ve noticed a shift in Gen Z’s behaviours, which influences brand strategy for CPGs; for example Unilever have already taken the decision to stop ‘force fitting’ purpose into their brands. In this article we explore how this plays out in 4 key areas: Technology, Politics, Sustainability and Economy.
Gen Z are making an impact worldwide, from the Americas to Asia Pacific, so we will take a closer look at what makes Gen Z in different parts of the world unique or similar compared to their peers in the rest of the world. In this blog post, we want to try and decode Gen Z in China.