GWI：2023年Z世代報(bào)告介紹

GenZ

GWI’sreportonthelatesttrends

amonginternetusersaged16-25

Inthis

report

GenZarewellandtrulyhere.ThisreportwilldiveintowhoGenZaretodayandtakeacloserlookattheirattitudes,lifestyle,andhowbrandscanengagewiththiskeygeneration.

Clickthedots

tonavigate

04Introduction

05Discoverourdata

07Keyinsights

09Gettingto

knowGenZ

WhereareGenZintheirlifetoday?HowareGenZnavigatingtimesofuncertainty?

13TheGenZ

lifestyle

How’sGenZ’smentalhealth?Howdotheyfeelaboutfinances?Howaretheyoungestworkinggenerationadaptingtotheworkplace?

27Entertainmentandmedia

WhyareGenZbringingY2Kback?HowdotheywatchTV?Whataretheirmotivationsbehindgaming?

37Socialmedia

HowareGenZchangingthesocialmediagame?WhyhasTikTokbecomesopopularwiththisgeneration?

47EngagingwithGenZ

HowdoGenZdiscoverandresearchnewproducts?Whatcanbrandsdotoengagewiththem?

59Appendix

61Notesonmethodology

Methodology

AllfiguresinthisreportaredrawnfromGWI’sonlineresearchamonginternetusersaged16-64.Ourfiguresarerep-resentativeoftheonlinepopulationsofeachmarket,notitstotalpopulation.NotethatinmanymarketsinLatinAmerica,theMiddle-EastandAfrica,andtheAsia-Pacificregion,lowinter-netpenetrationratescanmeanthatonlinepopulationsaremoreyoung,urban,affluent,andeducatedthanthetotalpopulation.

Eachyear,GWIinterviewsover900,000internetusersaged16-64in50coun-triesviaanonlinequestionnaireforourCoredataset.Aproportionofrespond-entscompleteashorterversionofthissurveyviamobile;hencethesamplesizespresentedinthechartsmaydifferassomewillincludeallrespondents,

andotherswillincludeonlyrespond-entswhocompletedGWI’sCoresurveyviaPC/laptop/tablet.

Whenreadingthisreport,pleasenotethatweuseamixtureofdatafromourongoingglobalquarterlyresearchandGWIZeitgeist,amonthlyrecontactstudyofCorethatwecarryoutinthefollowing12markets:Australia,Brazil,Canada,China,France,Germany,India,Italy,Japan,Singapore,theUK,andUSA.

Throughoutthispiece,werefertoindexes.Indexesareusedtocompareanygivengroupagainsttheaver-age(1.00),whichunlessotherwisestatedreferstotheglobalaverage.Forexample,anindexof“1.20”meansthatagivengroupis20%abovetheglobalaverage.

4

Eachofthe

graphsis

numbered

MoreinformationcanbefoundintheAppendixsectionattheendofthisreport

Discoverthe

dataonour

platform

Eachchartfromourongo-

ingglobalresearchinthis

reportcontainsahyper-

linkthatwillbringyou

straighttotherelevant

questiononourPlatform,

whereyoucaninvestigate

alldatabydemographics,

overtime,andamongyour

ownaudiences.

Justclickthisicontoexplorethedataontheplatform

Information

aboutthesourceandbase

SourceBase

6

8

Keyinsights

Crisis

fatigueis

anissue

Ongoingbadnewsinthemediahasstartedtotakeitstollonconsumers’collectiveheadspace,andasaresult,wecanseesignsofcrisisfatigueset-tingin.WhiletheclimateemergencyisimportanttoGenZ,thereareotherimmediateissuesthatareimpactingthemmorerightnow,sowe’relikelytoseemoreprioritizationin2023.

They’re

nostalgic

forY2K

GenZarebringingback90sandearly

00sfashiontrendsandlisteningtothe

era’stunes.Thisisn’tjustaboutliking

glitterdetailsandbaggyjeans;it’s

aboutthewholevibe.Manyfeelthat

theerarepresentsacarefreetime

whichwasabouthavingfun,andthe

stressesoftodayhaveledthemore

anxious-proneGenZtolookback

ratherthanforward,findingcomfort

inthenostalgiaofY2K.

TheTikTok

takeover

continues

TikTokisabigpartofsocialmedia’sgrowthandisthefastest-risingplat-formforGenZoutsideChina.Oneofthebigpullsistheabilitytogetrealviewsoropinionsfromrealpeople,makingthecontentmorerelata-ble.ButBeRealisthenewkidontheblock,andit’spiquingGenZ’sinter-est.Brandsarejuststartingtoexplorehowtheycouldengagewiththeapp,andit’llbesomethingtolookoutformorein2023.

Speaking

GenZ’s

language

MemesareabigpartofhowGenZcommunicateandhowtheyspendtheirtimeonline.They’renotjustsomethingtheylooktoforentertain-ment.AmongGenZwhousethem,alargeproportionsaytheyusememestoprocessemotionsandexpressideasthey’dstruggletocommunicate.ForbrandslookingtoengagewithGenZonline,arelatablememecouldbethewaytogowhenusedcorrectly.

Social:

theone-

stop-shop

SocialhasbecomethetopsourceofbranddiscoveryandproductresearchforGenZ,beatingoutsearchengines.Partofthisshiftistheneedtogetmorerecommendationsandideasfromrealpeoplebeforetakingtheplungeonapurchase,with3in10GenZsayingtheyusesocialmediaasaplaceofinspiration.User-generatedcontentisakeywaybrandscangetinvolvedhere-showcasingtheirproductswithrealpeople.

GettingtoknowGenZ10

01

Gettingto

knowGenZ

WhereGenZ

aretoday

WhileyoungerGenZarestillstudyingforexamsoratthefirststageintheircareer,othershavereachedtheirmid20sandaregettingtogripswithotherstagesoflifelikemarriageandevenparenthood.

AsmanyGenZareineduca-tionoratanearlierstageintheircareer,it’simportanttorememberthattheirspendingpowerhasnotyetpeaked-infact,asignificantportionofGenZcurrentlyfallintothelowerincomebracket.But,thatproportionislikelyto

decreaseovertime,astheygrowolderandadvanceintheircareers.

Despitethe“l(fā)azy”

stereotypes

thatGenZareoftenlabeledwith,they’reamoney-drivenandambitiousgroup,andare29%morelikelytodescribethemselvesasthesethingsthanoldergenerations.They’retakinga

newapproach

toworkthanothershavebeforethem,andemployerswillneedtokeepup.

Butit’sbeenadifficultfewyearsforeveryone,andthingshave

likelyhitGenZharderthanothergenerations.Manyfaceddisrup-tionstotheireducation,whileothersenteredtheworkingworldduringaglobalpandemic,andasaresultmanyGenZarealreadyfeelingpretty

burnedout

.

Tomakemattersworse,2022washitwithacostoflivingcrisis,andtalkofa

recession

insomeglobalmarketscontin-uestoswirl.Again,theseissuesimpacteveryone,butforagen-erationsoyoungandstillatthebeginningoftheircareer,they’relikelytoimpactGenZmore.

1

GenZaremakingtheirmarkontheworld

%ofGenZwhoarethefollowing

Have1ormorechildren

Married

78

51

39

9

6

SingleStudentFull/part-timeorself-employed

79

54

37

8

6

73

42

48

14

10

80

53

35

6

4

8786867881

7768696057

1019192731

12365

11123

201420152016201720182019202020212022

GWICore2014-2022(AveragesofwavesconductedbetweenQ12014-Q32022)

739,853GenZbornbetween1997-2006

20142015201620172018

GettingtoknowGenZ12

Financialconfidenceisn’tfeltequallyacrosstheglobe2

%ofGenZwhothinktheirpersonalfinanceswillgetbetterinthenext6months

HowGenZarenavigatinguncertainty

ManyGenZarefeelingalittlejadedastheywalkinto2023,andthecostoflivingcrisisisnotmakingthingsanyeasier.AnumberofGenZsaw2022asan

opportunity

tomakeupforlosttime,anddothethingsthattheymissedouton,howeverinflationmayhavescupperedtheseplansforsome.

ForGenZ,theirattitudestowardtheworldaroundthemhavetakenahitsince2021,witha9%dropinthenumberwhoareinterestedinothercoun-triesorcultures,andan8%

dropinthenumberwhowouldliketoexploretheworld.Thismightpartlybedowntopeoplebecomingmoreinward-facingduetofinancialoreconomicuncertainty,focusingmoreonthemselves,theirownsituations,andtheirimmediatecircle.GenZ’sfastest-fallingcharactertraitYOYisadventurous(-5%),whichcouldsignalaneedfor

more

stability

atthemoment.

Thatsaid,forGenZoverallfinan-cialconfidenceisstillprettyhigh.Someworldregionsarefeelingthehitofthecostoflivingcrisis

moreacutelythanothers,sonoteveryonewillbecuttingbackorre-prioritizinginthesameway.Forexample,financialconfi-denceisfallingfastestYOYinEurope–likelyduetotheimpactoftheUkrainewar–andNorthAmerica,whileregionslikeAPACandLatAmlooksteady.

Soit’snotalldoomandgloom.ForGenZ,prioritizationwillbekeyin2023,andthiscouldtakeshapeinmanyways,fromwhatGenZchoosestobuytowheretheywanttofocustheirtimeandenergy.

MEALatAmAPACNorthAmEurope

74

69

61

60

56

79828075

70707169

62646262

61606057

53534950

Q32021Q42021Q12022Q22022Q32022

GWICoreQ32021-Q32022

277,606GenZbornbetween1997-2006

02

TheGenZ

lifestyle

TheGenZlifestyle

Acaseofcrisisfatigue

Theclimateemergencyisimportant

toGenZandunderpinshowmanylive

theirlives,butthelastcoupleofyears

havestartedtotaketheirtolloncon-

sumers’collectiveheadspace.Thepast

fewyearshavehiteveryonewithbad

news-Covid,thewarinUkraine,andthe

costoflivingcrisis,tonamejustafew.

Offthebackofthis,wecanseesignsof

“crisisfatigue”

settingin,whereafter

prolongedexposuretostressorspeople

starttoswitchoff.GenZappearstobe

feeling

jaded

intheireffortstobattle

climatechangewiththeirinterestin

environmentalissuestickingdownward.

Meanwhile,interestinnewsandcurrent

affairsandthenumberwholiketoknow

what’sgoingonintheworldhasalso

decreasedby7%inthepastyear.

GenZarestartingtoswitchoff3

%ofGenZwhofeelthefollowing

Iliketoknowwhatis

goingonintheworld

Ialwaystrytorecycle

I'minterestedin

environmentalissues

I'minterestedin

news/currentaffairs

Q12021Q22021Q32021Q42021Q12022Q22022Q32022

47

47

46

45

44

44

43

33

34

34

34

33

33

32

33

34

34

33

32

32

30

36

35

36

34

35

33

33

GWICoreQ12021-Q32022

367,096GenZbornbetween1997-2006

14

GenZ’sinterestinenvironmentalissueshasdecreased11%year-on-year

16

Thisdoesn’tmeanGenZdoesn’tcarethough–45%sayhelpingtheenviron-mentisimportant.It’smoreacaseofmentalbandwidthandprioritization,andit’ssomethingwe’relikelytoseemoreofin2023.Rightnow,therearemorethingsthatimpactthemandtheirimmediatecircle,forexampletheharshrealitiesofpayingbillsandjobsecurityinthemiddleofacostoflivingcrisis.

Inourresearch,wegenerallyseethatGenZexpectmoreactionfrombrandsastheyputmoreonusonbiggercor-porationsratherthanindividualaction.So,now’sreallythetimeforbrandstolisten,anddialbackonmakingnoisearoundclimatechangeunlesstheycandemonstrateaclearimpactinwhatthey’redoing.Mediaoutletshaveaplacetoo,asGenZarelimitingtheiramountofnewsintake,journalistsneedtofocusonmore

solutions-driven

newsandreportonwhat’sworkingwelltoaddressvariousissues.

TheGenZlifestyle

Buynow,save

theplanetlater.

OurConnecting

thedotsreport

looksatthe

prioritization

problemwith

sustainability

Downloadreport

TheGenZlifestyle18

Beatingtheblues

Mentalhealthstrainisfeltmostheav-ilybythisyounggeneration.Aswe’vementionedbefore,GenZhavehadalottodealwithatkeylifestagesandunfortunatelyforsomeit’stakenatoll.

Globally,they’remorelikelythanothergenerationstoreporthavingamentalhealthconditionandalmost3in10saythey’repronetoanxiety,ahigherproportionthananyotheragegroup.Ratesofanxietyandstressarealsorising.IntheUSalone,thenumberofGenZsayingtheyexpe-riencestress/anxietyregularlyhasincreasedby25%sincethestartofthepandemic.Despitestrugglingthemost,GenZarealsotheleastcom-fortableopeningupabouthowtheyfeelcomparedtooldergenerations.

Theirincreasedanxietylevelsarepartlyinfluencedbysocialmedia.AroundathirdofGenZworrythey’respend-ingtoomuchtimeonsocialmediaandaroundafifthsayitcausesthemanxiety–25%morelikelythanothergenerationstosaythis.Acombinationofheavyrepresentationof

unrealistic

bodyimages

,aswellasmore

online

abuse

hasledtofemaleGenZfeel-ingthismoreacutelythanmaleGenZ–they’re16%morelikelythantheirmalecounterpartstosaysocialmediacausesthemanxiety.Thisislikelywhythey’vebeencallingformoreauthen-ticityonline,andwhyplatformslikeBeRealandTikTokhavebeensuchahitwiththem.

Thereareotherissuesatplayheretoo.Withthecostoflivingfurtherincreas-ing,manyGenZaren’tableto

afford

thehelptheyneedeither.Thismakesthemakeyaudienceforhealthandwellbeingbrandstoconnectwith,butit’llbeimportantforbrandstocommunicateintheirmarketingtheimportanceofopeninguptogetthehelptheyneed.Brandsalsoneedtobemindfulinhowtheydothisthough,authenticityisessential,aswellasmaintainingahumanapproach.

FitnessapparelbrandGymshark’s

Deload

campaignisagreatexam-plehere.Thecompanypartneredwithtwomentalhealthcharitiestodeliveradvice,support,andentertainmenttohelpboostpeople’smentalhealth.

29%

ofGenZsay

they’reprone

toanxiety

GenZneedhelpopeningup4

%whofeelthefollowingdescribesthem

GenZ

Millennials

GenX

Babyboomers

31

32

35

29

33

10

8

7

6

242321

pronetoanxiety

Ihaveamentalhealthcondition

I'm

I'mcomfortabletalking

aboutmymentalhealth

GWICoreQ32022

246,761internetusersaged16-64

72%ofGenZareprotectiveoftheirwork-lifeboundaries

TheGenZlifestyle

Makingwaves

intheworkplace

AsGenZestablishthemselvesintheworkplace,they’remakingaprettybigimpact.Whilemanyofthisgroupjoinedtheworkforceduringacrisis,thepandemicchangedhowmanyworktodayaswellastheirattitudestowardwork.So,whilerigidworkingroutinesmayhavefeltnormaltooldergenerations,GenZare

break-

ingthemold

.

Theinternetislitteredwith

stereotypes

aroundGenZbeinglazyornotwant-ingtowork.Butthetruthisthisgrouparesimplypushingbackontheoftendamaging

“hustleculture”

that’slongexisted.Aspectsofworkthathavebeenseenas“nice-to-haves”inthepastarenowexpected,suchasworkfromhomeflexibilityandtheabilitytohaveabetter

work-lifebalance

.Thisgroup

arewillingtoputtheworkinforthe rightcompany-they’reaheadofothergenerationsforsayingtheydescribe themselvesasambitious,mon-ey-driven,andcareer-oriented.ButGenZexpectmorefromtheiremployerin return,andthey’remorelikelytoleaveajobwhichdoesn’t

meettheirneeds,

andtheyfeelmorecomfortablesaying“no”intheworkplace.

Fairpayandflexibility,insomeshapeorform,havecometobeexpectedatthispoint.IfemployersaretoattractandconnectwithGenZintheworkplace,theyneedtogivethemopportunitiestolearn.Thisgenerationarelookingtograballopportunitieswithbothhands,andare37%morelikelytowanttheabilitytomentor/trainothersand33%morelikelytowantopportunitiesto

workwithclientsorcustomersthanoldergenerations.It’simportantthattherightsupportisputinplace–thisgroupdoesn’twanttosacrificetheirmentalwellnessattheexpenseoflearningopportunities.

Doingmeaningfulworkisalsoimpor-tanttoover8in10GenZ,sothisissomethingcompaniesshouldbuildintotheirroles.AutomationcompanySiemensiscreatingarealfocusonensuringemployeesaredoing

work

thatmatters

totheoutsideworld,helpingGenZfeellikethey’redoingsomethingthatwillmakeadifference.

GenZwillsoonovertakemillennialsasthe

largestgeneration,

andasmoreentertheworkforce,employerswillneedtostepupandlisten.

20

TheGenZlifestyle22

Money-driven

23

1.39

Ambitious

30

1.29

Adventurous

32

1.25

Career-focused

36

1.2

1.20

Fashion-conscious

28

1.13

Ambitionunderpinsthisgroup

%whofeelthefollowingdescribesthem(sortedbyover-indexagainsteveryoneelse)

IDX1.00

IDXGenZEveryoneelse

3

3

8

2

4

0

4

3

3

2

GWICoreQ32022

57,568GenZinternetusersaged16-25and189,193internetusersaged26-64

GenZvaluelearningopportunities5

%whosaythefollowingaremostimportanttotheminaworkplace(sortedbyover-indexagainsteveryoneelse)

IDX1.00

Abilitytomentor/train/helpothers

Learningopportunities

Opportunitytoworkwithclients/customers

WorkplacewhereIcanchallengemyself

Workfromhomeflexibility

Physicalworkspace

Careerprogression

Strongmanagement

WorkthatfeelslikeI'mcontributingtosociety

IDX

1.37

1.35

1.33

1.31

1.28

1.27

1.26

1.23

1.14

25

40

25

29

34

26

42

28

31

GenZEveryoneelse

3

5

4

4

3

3

3

7

4

4

3

3

5

3

3

4

3

6

GWIZeitgeistJuly2022

1,602internetuserswhoaren’tretiredaged16-25and12,813internetuserswhoaren’tretiredaged26-64

Afinancial

healthcheck

Astheyoungestgenerationinthework-force,GenZareearninglessandaremostlikelytohaveasalarythatfluctu-atesfrommonthtomonth,makingitmoredifficulttobudgetandbuildupastrongsavingscushion.Thatsaid,63%ofthisgroupsaytheywanttosaveupmoremoneyoverthenext3months–aheadofothergenerations.

Thispresentsakeyopportunityforbanksandfintechcompaniestodoubledownonbuildingfinancialknowledgeandcomfortamongthisgroup.Infact,73%thinkthatbanksshouldprovidesupportforcustomers’financialwellbe-ing,butonly55%saytheirbankdoes.Theystandoutforwantingtheirbanktosupportthem-onhowtobudget,adviceonbetterspendinghabits,andwaystosaveforretirement.Eventhoughthey’realongwayoffretirement,manyarekeentostartplanningfortheirfinan-cialsecurityinthefuture.

TheGenZlifestyle

Rightnow,they’remostlikelytotrustfriendsandfamilyforadvicebutthey’dliketoleanmoreonanexpertsource.Thisprovidesanopportunityforbankstodistributeadvicetotheircustomersmore,potentiallythrough

blogposts

orpagesontheirwebsite.AsGenZareanentertainment-drivengeneration,thingslikehow-tovideos,bite-sizeeducationalvideos,andotherexpert-drivencontentarelikelytoresonate.Banksandfintechcompaniescouldleanonfinfluencerstoo-who’vebeenmakingwaveson

platformslikeTikTok

andarelikelytocapturetheattentionofGenZ.

Someofthewaysbankscansupporttheiryoungercustomersarethroughapplyingautomaticsavingschemes,offeringonlinecourses,orevenoffering1-2-1sessionswithafinancialadvisor.ForGenZ,it’snotjustaboutgettingagoodservice,it’saboutseeingthe

humanside

oftheirbanktoo.

Withconsumers

feelingthe

pinch,isthis

fintech’stime

toshine?

Downloadreport

24

26

6

GenZarelookingformorefinancialguidance

So

whatcan

%ofGenZwhowouldliketheir

banktosupportwiththefollowing

banksdotoprovidesupport?

GenZ

Everyoneelse

51|53

Waystosaveforretirement

50|43

50|40

Howtobudgetmoney

Adviceonbetterspendinghabits

36|28

30|23

Guidanceonhowtopayoffdebt

Helpontakingoutloans

GWIZeitgeistOctober2022

1,984GenZinternetusersaged16-25and13,594internet

usersaged26-64in12markets

%ofGenZwhowouldliketheirbanktoprovide

helpinthefollowingways

Automaticsaving/investingtools

46

Onlinefinancecourses

43

1:1session(s)withafinancialadvisor

42

Atelephonehotlineforfinancialadvice

35

Webinarswithfinancialexperts

33

GWIZeitgeistOctober2022

1,984GenZaged16-25in12markets

03

Entertainment

andmedia

Entertainmentandmedia

Thestreaminggeneration

Forthefirsttimein2021,GenZgloballyspentlongerstreamingTVthanwatchingbroadcastTV,butitwasonlybyaminute.In2022,thisgapwidenedevenfurther,withGenZspending5minutesmoreperdaystreamingonaverage,anditseemsthatit’sofficiallybecomingthemainwaytheyconsumeTV.

Intermsofwhatthey’rewatching,GenZ’sfavoritegenreisentertainment/variety,whichhasknockedmoviesoffthetopspot.Partofthisislikelyduetothisgenerationbecomingusedtodigesting

shorterforms

ofcontent

-thinkInstagramReels,TikTok,andYouTubeShorts.

Thisisanotherreasonwhythevisualmediaspacehasbecomesocompetitive-linearandstreamingTVprovidersnotonlyhavetocompetewitheachother,butalsovideoviewingonotheronlineplatforms.ThismeansproviderswillneedtoworkevenhardertocaptureGenZ’sattention.

Priceandthecostoflivingcrisisarealsoaddingtothepressure.ManyarelookingtomakecutswheretheycansoanyTVsubscriptionservicethatdoesn’tdeliverintermsofcontentorisdeemedtooexpensiveislikelytobeonthechoppingblock.GenZareakeyaudiencefortheseservices,but37%arelookingtocutbackonthenumbertheysubscribeto.

28

Entertainmentandmedia30

Streamingbeatsoutbroadcast

GenZ’saveragetimespentperdayonthefollowing(h:mm)

Contentmattersmorethanprice7

%ofGenZwhofeelthefollowingareimportantwhenpayingforafilm/TVstreamingservice

Contentrelevanttomyinterests

LinearTVOnlineTV

60

Originalcontent

1:28

1:01

1:29

1:13

1:29

1:34

1:26

1:17

1:29

1:25

1:31

1:26

1:27

1:28

50

Newcontentregularlyadded/refreshed

L