CONTENT

THE DEFINITIV
Introduction

How are generations classified?

5

7
GUIDE TO
Generational naming outside
of the United States 9 GEN Z
Are generalizations a good
thing in marketing? 11

What creates a generational

group? 13
7 WAYS GEN Z STANDS
APART FROM PREVIOUS
How culture affects GENERATIONS
generations 14
Gen Zers were born with
Are recent generations like digital devices 21
Gen Z becoming more alike
due to social media, irrespective Generation Zers value
of where they live? 16 their privacy 23

Common Gen Z attitudes Gen Zers are social activists 23

and behaviors that span
countries 18 Gen Zers experience
more anxiety and depression 29

Gen Zers are looking for

personalization 31

Gen Zers are not loyal to

any specific brands 31

Gen Zers are at ease doing

everything virtually 33

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VE HOW BRANDS ENGAGE
WITH GEN Z AROUND THE WORLD
CHINA
The optimistic and
the impulsive 35

JAPAN
The Satori Generation or
the Enlightened Generation 38

GEN Z —MORE SIMILAR

INDIA
The restless disrupters 41
THAN DIFFERENT, NO
SINGAPORE MATTER WHERE
Digital natives and makers
of social change 43
THEY LIVE 50

INDONESIA
Seeking brands with a purpose 44

Thailand
Catalysts for socio-political
change 45

USA
The woke generation 46

U.K. AND EUROPE

Access over ownership 49
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INTRODUCTION
For years, brands and marketers have They are less likely to be brand
been obsessed with Millennials. And loyalists, switching brands frequently.
now, a new generation is entering the They need brands and products that
consuming class, known as Gen Z or match their beliefs on causes like the
Zoomers. environment and social justice and will
loudly boycott brands that don’t.
Born after 1997, this generation
presents a unique challenge for The most tech-savvy of all generations,
brands. According to Forbes, Gen Zers they are comfortable in virtual and
have an attention span of around augmented reality environments.
8 seconds, 4 seconds less than the
Millennial attention span. This guide explains who Gen Z is,
what is important to them, and how
Large consumers of social media this generation behaves in countries
channels like Instagram, TikTok, and worldwide.
YouTube, this generation watches
media in a completely different way
than previous generations.

The Definitive Guide to Gen Z 5

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HOW ARE GENERATIONS
CLASSIFIED?
A generation is defined as a group of As for the rest of the generational
people born around the same time classifications, generational theorists
and raised around the same place. Neil Howe and William Strauss are
Therefore, a generation is likely to usually credited with identifying and
display similar attributes, preferences, naming U.S. 20th-century generations
and values over their lifetimes. in their 1991 book titled “Generations.”

Most historians agree that

generational naming began in the
20th century when American writer
Gertrude Stein coined the term “Lost
Generation” in her work, pointing to
those born around the 20th century
who devoted their lives to service
during World War I.

The Pew Research Center defines generational cohorts in the U.S. as follows:

Y X BB SG
Z
1997-2012 1981-1996 1965-1980 1946-1964 1928-1945
Zoomers or Millennials or Thirteeners or Baby The Silent
Gen Z Gen Y Gen X Boomers Generation

The Definitive Guide to Gen Z 7

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 While other generations can be very
different worldwide, we see many
striking similarities to more recent
generations, like Millennials and Gen Z.

GENERATIONAL NAMING
OUTSIDE OF THE UNITED
STATES
While the idea of social generations born from 1944 to 1963 are often called
is a predominantly Western concept, the Partition Generation.
other nations have also named their
generations based on significant While other generations can be very
social and political events. different worldwide, we see many
striking similarities to more recent
For instance, in South Africa, people generations, like Millennials and Gen Z.
born after the apartheid ended in
1994 are referred to as the Born-Free While such age cohorts give
Generation. Similarly, Romanians researchers the tools to analyze
born after communism ended in changes over time to understand
1989 are occasionally referred to as how various formative experiences
the Revolution Generation. After help shape people’s worldviews, there
India’s Independence in 1947 and the is also the risk of generalizing and
partition of India and Pakistan, those stereotyping to a great extent.

The Definitive Guide to Gen Z 9

 35%
prefer to go with
gender-neutral
pronouns

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ARE GENERALIZATIONS A GOOD
THING IN MARKETING?
With generational research, we often Many grocery stores send out
risk stereotyping individuals into promotional offers that best match
vague descriptions or caricatures. Is how their customers shopped rather
that an excuse for laziness in market than how old they might be. It
research, or does it provide value to didn’t matter what generation they
marketers? belonged to as long as the products
were relevant to them. Marketers
The argument against generational use this approach successfully for
naming suggests we are pigeonholed in-store loyalty programs and other
by when and where we came from eCommerce sites. The same concept
rather than who we are. When we is used when you are retargeted based
have decided all Millennials are anti- on your online search and behavior.
hierarchical, distrustful, and liberal,
why do we need to conduct market However, if your product or service
research? If we neatly stack the is firmly aimed at Gen Z but does
population under these generational not include an understanding of this
classifications, then what is the use of cohort, it could lose brand loyalty and
market research? sales.

While there is a connection between For example, ideas about gender

the economic, social, and cultural identity are rapidly changing in
events over our lifetime and how the U.S., and Gen Z is leading those
they shape our worldview, we risk changes.
oversimplifying and generalizing,
significantly impacting how we Gen Zers are the most likely to say
market brands. that when a form or online profile asks
about a person’s gender, it should
Therefore, generational marketing include options other than “man” and
should be considered guidelines and “woman.” About six in ten Gen Zers say
need not be set in stone. forms or online profiles should include
additional gender options.
Store loyalty schemes, Amazon,
and e-commerce sites do not use
generational marketing. Instead, they
segment users by behavior.

The Definitive Guide to Gen Z 11

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 Gen Zers are much more likely
than those in older generations
to say they know someone who
prefers to go by gender-neutral
pronouns, with 35% saying so.

WHAT CREATES A
GENERATIONAL GROUP?
Is it age, parental influence, society, We can group age cohorts using
technology, external factors, global generational naming —where a
warming, major political turns, generation usually represents people
economic policies, pandemic, or born over a 15-20 year span.
televised war?
Generational marketing uses a range
Using generational groups for market of factors to distinguish between
segmentation is understanding generations, including demographics,
attitudes on critical issues and attitudes, political and economic
recording differences in mindsets. events, and popular culture.

Typically, a person’s age is a common

predictor of differences in attitudes
and behaviors. This is because age
represents two essential attributes of
an individual: their age in the lifecycle
(for instance, young adult, middle age,
retiree) and their place in a cohort of
others born at a similar time.

The Definitive Guide to Gen Z 13

HOW CULTURE AFFECTS
GENERATIONS
In the past 20-25 years, teamwork and born before 1980, students did school
collaboration have taken center stage work in silos and were asked to cover
in schools. Therefore, there is a cultural their work so their classmates could
difference between older and younger not see it.
employees. Younger team members
share their work, are comfortable In India, for instance, with colonial
voicing their opinions, and prefer to rule came a mindset of service and
work in a transparent environment. following protocol. But the younger
In contrast, more senior employees generation has shifted to a position
believe some information should be where they question authority.
confidential. For example, for those

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Similarly, the enactment of China’s culture affects daily life in numerous
one-child policy in the late 1970s has ways—both at home and at work.
created a powerful consumer group in As we see them today, generations
China. are defined mainly as how their age
cohorts experienced life growing up,
This generation has very different influenced by cultural and historical
spending and saving habits from their events. For instance, the economic
parents and accounts for most of the and social post-World War II issues
Chinese Millennial and Gen-Z luxury impacted Baby Boomers, while easy
spending. access to technology has shaped the
behaviors and attitudes of Millennials.
People from different cultural
backgrounds have lived life in In essence, people from different
distinctive contexts and with divergent generations think differently and
experiences. The impact of one’s make different choices.

The Definitive Guide to Gen Z 15

Are recent generations like unit. Cultural nuances still play a part
Gen Z becoming more alike due in keeping a divide.
to social media, irrespective of
For instance, while all Gen Zers use
where they live?
social media, Chinese Gen Zers use
social media for shopping much
As a result of social media, the lines
more than their North American
between the east and the west are
counterparts.
blurring significantly compared to
previous generations. The youngest
It is a known fact that Gen Zers
generations are becoming more
consume news on social media
similar to their counterparts in other
channels; however, most Indian
countries.
Gen Zers who use an overwhelming
amount of social media still rely on
While generational naming can be
traditional news media, like television
very different worldwide, we see many
and printed newspapers.
striking similarities to more recent
generations, like Millennials and Gen Z.
According to a study by Tata
Consultancy services, “Overall, T.V.
Generation Z has grown with
and newspapers were the most used
groundbreaking developments
means of consuming news (79%)
in technology and global
followed by links from friends/ family
communications. The internet and
on Facebook (38%) and online sources
smartphones, in particular, have
(34%).
blurred the lines between the east and
the west

Social media has made the world

even smaller, and therefore, Gen
Zers share many similar values,
no matter where they live.
For instance, Gen Zers are generally To stay relevant, brands and marketers
more socially and environmentally must factor local differences in
conscious and inclusive, valuing messaging with a global brand
diversity. strategy. In other words, they need
to make an effort to account for the
While it is true that Gen Z is more differences between Gen Zers as
global than previous generations, that much as they embrace the striking
doesn’t mean they are one cohesive similarities.

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The Definitive Guide to Gen Z 17
COMMON GEN Z ATTITUDES AND BEHAVIORS
THAT SPAN COUNTRIES

Being the first digitally native generation, Gen Zers are

incredibly tech-savvy and have an online-first approach.

They rely on social media and are more thoughtful about

how they engage with it. They use social media to build
connections and also to create social change.

They are drawn to brands that reflect their style and

political and social perspectives. They demand uniqueness,
transparency, authenticity, and relevance from brands.

They consume shorter, condensed, optimized content

and prefer videos and visual media.

They want to be seen as environmentally and socially

conscious.

They value diversity, inclusion, and gender equality and

are accepting of gender representations.

They prefer “renting” over “ownership.”

Gen Z favorite Social Platforms

13-18 year-olds 19-25 year-olds 26-37 year-olds

Instagram Instagram Facebook

Youtube TikTok Instagram
Snapchat Snapchat Youtube
TikTok Facebook Twitter
Twitter Youtube TikTok

Source: YPulse survey

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Gen Zers demand
uniqueness, transparency,
authenticity, and relevance
from brands.

The Definitive Guide to Gen Z 19

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7 WAYS GEN ZERS STAND APART FROM
PREVIOUS GENERATIONS

Gen Zers
1 were born with
digital devices.

Launching
dates

Gen Z
Median 2 3 4 5 8 9
Age years-old years-old years-old years-old years-old years-old

If you think about it, the oldest than other cohorts. According to a
Gen Zer doesn’t remember life survey of Gen Z by McKinsey in six
before Facebook or the time before countries – Australia, China, Indonesia,
smartphones. They grew up in a Japan, South Korea, and Thailand,
digital, social media culture. the majority of the Zoomers, and 70%
overall, said they learned about new
Gen Z was born into an evolving socio- brands from video-based social media
economic landscape and is the global at least once a month. In contrast,
cohort of people born between 1997 the overall shares of Millennials and
and 2010. The unique characteristic of Gen X were lower at 58% and 46%,
Gen Z is that they are digital natives. respectively.
As of 2020, they were estimated at 2.47
billion people worldwide. Therefore, it is clear that brands need
to adopt a video strategy in their
Gen Z consumes significantly more marketing to reach Gen Z, no matter
video media on YouTube and TikTok where they reside.

The Definitive Guide to Gen Z 21

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 2 Gen Zers
value their privacy.
Unlike older generations that have Gen Zers expect their favorite brands
made blunders resulting from poor to know them inside out.
management of their digital privacy, They do not think that companies
Gen Z is quite savvy in managing gathering their data to tailor
their social profiles. This is one of the marketing communications to them
reasons that they favor Instagram are necessarily invading their privacy.
over Facebook. They prefer using
social media channels to keep their They view this as an essential step
interactions private and restricted to companies take in providing a
close friends and use a wider audience good customer experience. While
for specific posts. they believe in keeping their
communications private, they open
up their customer preferences so they
can have a personalized experience

Gen Zers online.

3 are social activists.

If you type in “Gen Z will” on Google bringing the issue of climate change
search, you’ll likely see “Gen Z will save to the forefront.
the world” and “Gen Z will change the
world.” For this generation, saving the An essentially “activist” generation,
world means saving the planet. they are intensely worried about
climate change. According to a 2021
Whether it’s Greta Thunberg Pew Research survey, 76% of Gen Zers
chastising global heads of state over say that climate change is one of their
broken promises to address the biggest concerns and 37% make it
climate change emergency, or activists their number one concern.
on TikTok using short, engaging
videos, Gen Zers are vociferously

The Definitive Guide to Gen Z 23

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The power of
TikTok to combat
climate change
Photo credit: Grit (Grace Abe)

CASE STUDY
EcoTok (@eco_tok), a TikTok creator alone, as other young activists on
house, became the voice of content on TikTok are racking up millions of views.
sustainability. The hashtags’ ‘climate change’ and
‘sustainable’ have well over a billion
EcoTok launched during the pandemic views.
in July 2020 after Las Vegas high
school student Alex Silva sent an According to a Decluttr survey, about
Instagram message to fellow activists 90% of Millennials and Gen Z recycle
with the idea. regularly, 43% choose to compost, and
27% shop zero plastic.
The group has grown to 16 members
and comprises students, scientists, This new movement hugely impacts
environmental educators, and civil brands and the products they bring
servants; and has worked with TED to the market. Many big brands are
Countdown and Gates Ventures on pledging to reduce their carbon
campaigns for their initiatives. footprint and introducing eco-friendly
packaging more than ever before.
Their green messages go viral using and “Gen Z will change the world.”
short, fast-paced content featuring For this generation, saving the world
popular, upbeat music, dances, and means saving the planet.
colorful captions. And they are not

The Definitive Guide to Gen Z 25

CASE STUDY

Photo Credit: Chipotle

How Chipotle showing carbon in the atmosphere,

gallons of water saved, improved soil
joined the health, organic land supported, and

climate change antibiotics avoided.

The metrics show consumers how
movement they are making a difference by
selecting to order food or dine at
Many large fast-food chains have Chipotle. They have also added a social
joined the climate movement, and share feature so consumers can share
Chipotle Mexican Grill is a shining their tracker’s results on social media
example of how it is appealing to via the Real Footprint site.
Gen Z. Besides introducing eco-
friendly packaging and putting Chipotle collaborated with influencer
measures to reduce waste, the brand Bill Nye, the science guy, to educate
went a step ahead. It launched a consumers on how the Real Footprint
‘sustainability tracker’ to provide data tracker works with a video on TikTok.
on the environmental impact of all its
ingredients. While it is true that Gen Z is very price-
conscious, brands should keep in mind
Chipotle diners now receive data that when selecting between similarly
on five environmental metrics on priced products, they will likely favor
their order confirmation screen brands that are sustainable and
conscious about their carbon footprint.

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The Definitive Guide to Gen Z 27
 Photo credit: River Island

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 Gen Zers experience
4 more anxiety
and depression.
According to the American
Psychological Association, “only 45% Brand campaigns
of Gen Zers report that their mental need to evolve to
health is very good or excellent. All
previous generations did much better show their target
with Millennials (56%), Gen Xers (51%), audience that
and Boomers (70%).”
they are listening
Gen Zers are more sensitive and to them.
more likely to be concerned about
social issues when compared to
previous generations. Social media British retail brand River Island
and a predominantly online culture partnered with an anti-bullying
also contribute to this statistic. charity, Ditch the Label, to launch
Furthermore, joblessness, student the #LabelsAreForClothes campaign
debt, increased pressure, school showing models of varying races,
shootings in some countries, and body types, and abilities. Boohoo, an
even politics impact Gen Zer’s mental online retailer, worked with the same
health. The pandemic has also further charity to create the video, Insta-lie, to
fueled this mental health crisis seen in show how the unrealistic perceptions
Gen Zers worldwide. of “living our best life” lower the
self-esteem of many people and
There is a considerable advantage contribute to mental health issues.
here for brands to become allies and
address the mental health needs of Big brands like Burberry and Gucci
this cohort. They can partner with have made blunders on internal
outside organizations to maintain campaigns, so it is best to partner with
relevance through active participation. organizations that understand the
However, brands need to tread with space well to ensure the campaign
care because while social media is considers all angles and isn’t
part of the problem, it is also the most insensitive.
efficient way of reaching this target
group.

The Definitive Guide to Gen Z 29

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 Gen Zers are looking
5 for personalization.
Personalization is also a key
component to unlocking the Gen Z Being unique —
consumer. In the auto industry, many and balancing
companies have begun offering
customers the opportunity to shape that with saving
their own experiences by providing money — is a
interactive digital platforms. They
can design their vehicles, take a defining trait of
personalized test drive and even get this generation.
a one-on-one real-time walk-around
tour. If a company isn’t working to
engage with its customers on a
personal level, they’re going to miss
out.

Gen Zers are not loyal

6 to any specific brands.
Since the onset of COVID-19, economic reasons for switching brands were
hardship has been testing GenZ’s whether companies met specific
brand loyalty. More than one-third values, such as offering natural/organic
(36%) of consumers have tried a new products, sustainability, the quality
product brand since the pandemic, of products, and how companies
with Gen Z the most prone to treat their employees. These trends
switching brands compared to other are causing retailers to expand their
generations. playbooks around shopper acquisition
and loyalty.
Product availability and pricing were
the top reasons for switching brands. As brands strive to attract Gen Z, they
After price and availability, other need to start by looking inward at

The Definitive Guide to Gen Z 31

their corporate values and mission. Gen Zers’ approach to brands is part
Companies built on core values need of what sets them apart from other
to own these values publicly. Gen Z generations. Since they frequently
consumers are looking to create a document their life on social channels
bond with brands that reflect their like Instagram and TikTok, they feel
values. They want to create a more the pressure to have new clothes.
personal connection with a brand that This behavior fuels the growth of
aligns with their values and personal unconventional forms of shopping like
beliefs. rental, resale, and thrift stores.

Conversely, a brand that does not Generation Z wants to save the planet
authentically live the values it portrays and save money while appearing
will fail to connect with this audience. fashionably unique. Brands like Rent

Photo credit: Rent The Runway

Brands need to focus on aligning the Runway in the U.S., and Girl, Meets
their offerings with younger shoppers’ Dress in the U.K. are gaining popularity
lifestyles. Most Gen Zers say a brand’s with this upcycle, recycle generation.
social media presence impacts their
purchase decision, so social channels
should be a priority.

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 7 Gen Zers are comfortable
living in a virtual world.

While Gen Xers may have been “living

in a material world” thanks to the 12% of Gen Zers
popular hit song by Madonna, Gen Z is use Virtual
comfortable living in a virtual world.
Reality (V.R.)
With COVID19, this generation or Augmented
learned to adapt to online learning
quickly. Zoom birthday parties and Reality (A.R.) daily.
graduations were common during the
lockdown. This generation was already
spending most of their time online, According to Statista, in 2021, the
but at this time, even their schools number of augmented reality (A.R.)
became completely virtual. and virtual reality (V.R.) devices
shipped worldwide reached 9.86
Aerospace company Lockheed million units. Forecasts for 2022
Martin created a one-of-a-kind virtual see an increase of 14.19 million
experience called the Lockheed units. Younger consumers make
Martin Mars Experience Bus. The up a disproportionate share of early
creation is an actual school bus adopters in the A.R., V.R. markets.
with transparent screens instead
of windows that allows riders to Whether at work, going to concerts
experience the streets of Washington or sports events, or even trying on
D.C. one minute and the sights and clothes, the industry provides brands
sounds of Mars the next. with space for endless, interconnected
virtual communities using V.R.
A near-majority of Gen Z consumers headsets, A.R. glasses, smartphone
had tried Virtual Reality (V.R.) and apps, or other devices.
Augmented Reality (A.R.) technology.

The Definitive Guide to Gen Z 33

HOW BRANDS ENGAGE WITH
GEN Z AROUND THE WORLD

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CHINA
THE OPTIMISTIC
optimistic view of future earnings,
AND THE IMPULSIVE Chinese Gen Zers are impulsive
shoppers and tend to overspend.
In China, the term Danshengou
Generation is used to name those A study done by McKinsey found Gen
of the n-Po Generation in Korea. Z to be relatively more comfortable
Danshengou is a combination of a owing money. Even university
single person and a dog. It is a self- students with no credit histories have
deprecating word used for young access to financial products to buy
people who have trouble building what they want.
relationships. Also, Fuerdai and
Qiongerdai, similar to Geumsujeo
(silver spoon) and Heuksujeo
Social media
(scrapper) in Korea, are famous influencers play a
coinages. significant role as
44% of Gen Zers
The Generation Z mindset primarily
reflects the current social and political
consider online
situations. For example, the woke influencers among
generation refers to socially-minded their top three
people who actively support political sources of influence.
issues such as the human rights
of minorities, women, and African Li Jiaqi is a crucial influencer whose
Americans. This is very similar to the opinions greatly influence the sale of
Korean term Kkaesimin (meaning: beauty products. Chinese Gen Zers
awakened citizens). also use review sites to make purchase
decisions.
In Korea, the Smombie generation
refers to young people who lower Apps such as Dianping and Meituan
their heads and are constantly found that offer reviews, discussion forums,
staring at their smartphones. The and group buying options are also
Pinyin generation refers to young popular among young Chinese
people who still live with their parents, consumers.
even though they are adults.
Traditional word-of-mouth is on the
Chinese Gen Zers have an online- decline in influencing their purchase
first approach to purchasing. They decisions.
live paycheck to paycheck and are
comfortable with debt. Driven by an According to a report by McKinsey,
in the U.S., social media is most

The Definitive Guide to Gen Z 35

 influential for 39 percent of Gen Chinese Gen Zers also prefer
Z consumers when deciding to customized and personalized
recommend a product or brand. products. Louis Vuitton’s Hot
Online reviews and blogs are the top Stamping program allows buyers to
choices for 26 percent. Offline sources hot stamp their monograms on small
—friends and family still exert the leather products.
most influence for 15 percent.
CASE STUDY

Photo credit: Genki Forest

How Genki Forest The company hit all the checkmarks to

appeal to younger Chinese consumers.
used the Direct- Millennials and Gen Zers are also more

to-Consumer health conscious, and the company

aims to be the next Coca-Cola. They
approach on believe their target audience is the

TikTok to reach same as TikTok and used the D2C

approach to reach young Gen Z in
Gen Z in China China.

Genki Forest, a Beijing-based beverage Chinese Gen Zers prefer brands

company, has emerged as one of that offer them a chance to show
China’s most innovative consumer their individuality. Genki’s attractive
brands to cater to younger Chinese packaging and focus on natural
consumers with their sugar-free, carb- premium ingredients directly appeal
free, and fat-free flavored drinks. The to Gen Zs’ demand for high-quality
company entered the market like a products.
tech start-up and took the D2C (direct-
to-consumer) route.

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 Photo credit: Genki Forest, TikTok

The Definitive Guide to Gen Z

37
JAPAN
THE SATORI
GENERATION OR
THE ENLIGHTENED
GENERATION
In Japan, Gen Z is called the Satori The definition of “cool” for the Satori
Generation and stands for ideals Generation is also very different from
and principles. Japanese generation previous generations. They need to
naming is attributed to changes in take a stand on something, are keen
macro-economic trends over time. advocates for gender equality, and
The Japanese approach to classifying accept diverse representations of
generations is much more specific gender.
than the broader categories in the
western world. The Satori generation is looking for
cost performance, a good balance
Yōmaru Masaya is active with between cost and durability. More
Wakamon, a dedicated research affordable brands allow them to keep
group that closely observes and up with fads and fast fashion.
researches the tastes and activities of
young people. According to Yōmaru, Despite being digital natives, they are
“insecurity” and “time poverty” are the more likely to trust product reviews
defining characteristics of this cohort from people they know in real life,
in Japan. unlike Chinese Gen Z, on whom online
reviewers and bloggers exert more
Unlike previous generations that influence than even celebrities.
witnessed Japan’s economic boom,
Generation Z has grown up in a Social platforms that are visual and call
stagnant economy. They’ve grown for user participation are popular with
up with terrorism, natural disasters, the Satori generation.
and the decline of well-established
companies. Therefore, saving money Many Japanese brands have
and developing their skills have been successfully executed competitions
paramount for this generation. on TikTok to increase brand awareness
with the Satori generation. Sharing
Time poverty is a second characteristic content helps create a more personal
as this generation prefers shorter, connection with a brand, which is
condensed content. essential for this generation.

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J:COM created a CASE STUDY
reality image of the company’s official
mascot, Z.Q.
viral campaign
with user- The competition winner’s video would
be broadcast on a large screen at the
generated content Shibuya Scramble Crossing in Tokyo,
a massive incentive for Gen Zers
Jupiter Telecom (J:COM) ran a campaign to engage with the campaign. The
on TikTok with users uploading videos associated hashtags were used more
of their dances with an augmented than 11.8 million times.

The Definitive Guide to Gen Z 39

 Photo credit: Bhaane

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INDIA
THE RESTLESS
DISRUPTERS
At 472 million, Generation Z in Gen Z in India feels there is more
India is the largest globally. Like the choice than ever and is opting for
Millennials, Indian Gen Z will further unconventional careers. They are not
postpone marriage and childbirth, afraid to work in start-ups and are
so we’ll see smaller families. These uncompromising, vocal about their
family units will be diverse and needs, and are risk-takers.
unconventional.
The post-pandemic uncertainty has
While Gen Zers worldwide exhibit made Gen Z in India more inclined to
stark differences compared to previous save rather than spend. The pandemic
generations, the differences are even has also made Gen Z more health-
more pronounced in India. conscious. They are moving away from
societal norms yet closer to ancient
Previous generations in India had alternative medicine, like Ayurveda
to wait for everything. They waited and Yoga, to promote health and well-
years to buy a vehicle, and their whole being.
life went into the pursuit of finding
financial stability. Gen Z in India will readily engage with
transparent, authentic, and relevant
Fast forward to present-day India, and brands.
everything —groceries, food, clothes,
furniture, and even relationships are Gen Z-focused clothing retailer
available a click away. Gen Z in India is Bhaane saw a sharp rise in
an “I want it all” generation. engagement through an NGO
collaboration.
They are different from Generation
X and believe in going after their A contemporary clothing brand for
passion over a paycheck; they value socially-conscious men and women,
experiences and have little tolerance Bhaane, partnered with animal welfare
for societal norms and parental NGO Friendicoes.
approval. They are growing up during
the global pandemic and have The partnership was formed to donate
managed to stay connected despite 100 percent of their e-shop revenue
the isolation of the lockdown. during the initial 21-day lockdown. As
a result, the brand saw a sharp rise in
engagement.

The Definitive Guide to Gen Z 41

 Photo credit: McDonalds

42 Gen Z - Kadence International

SINGAPORE
DIGITAL NATIVES AND
MAKERS OF SOCIAL
CHANGE

According to McCann Worldgroup McDonald’s Singapore jumped in on

Asia Pacific, “globally, 74% of Gen the trend to resonate with Millenials
Zers believe they have the power to and Gen Zers with a “Night-In”
influence a brands’ actions for the campaign to reflect the new “cocoon
better. In Asia-Pacific, this view is held culture” of how “nights-in has become
by 89% of respondents. Singapore and the new nights out.”
Indonesia top the list at 91% and 95%,
respectively.” McDonald’s Singapore ran a campaign
with two edited versions —one for
Gen Z respondents worldwide believe Millennials and another for Gen Zers.
social media gives people a voice; the This ad is an excellent example of how
same view is more strongly held in the two generations are similar and
most Asian markets. For example, in different.
Singapore, 74% believe this.
The advertisement for Gen Z is titled
Also, 77% of Singapore’s Zoomers “#FOMO is out. #JOMO is in. Tonight.
agree that they are responsible Are you in? McDonald’s.” The shorter
for positively contributing to their ad for Millennials is titled “Work out,
community. chill out, go all out. Tonight. Are You
In? McDonald’s.”
The pandemic has also driven
new behaviors, especially among Besides Youtube, McDonald’s ran the
Millennials and Gen Zers. In Millennial-targeted ad on Facebook
partnership with Milieu Data, a and T.V. ads, while the Gen Z ad was on
Publicis study found that 83% of Gen TikTok and Instagram.
Z respondents reacted positively to
spending personal time at home
alone.

McDonald’s Singapore split a

campaign into two versions —one
serving Millennials and the other, Gen
Zers.

The Definitive Guide to Gen Z 43

INDONESIA
SEEKING BRANDS WITH
A PURPOSE
Indonesian Gen Zers are true digital
natives and quick adopters with
various interests. They expect brands
to build authentic and transparent
connections and be relevant.

Like other countries, Gen Z in

Indonesia is more likely to support
brands with a strong sense of purpose.
A local brand Aqua, the first-ever
100% recycled bottle innovation in
Indonesia, is a great example.

Bottled water market leader AQUA

increased ad recall and purchase
intent with a PSA campaign.

AQUA, a bottled mineral water market

leader in Indonesia, created a PSA
campaign, reminding people of the
importance of staying hydrated and
healthy during the pandemic.

They created a month-long reach and

frequency video campaign on TikTok
to reach younger Indonesians, both
Millennials and Gen Zs.

According to the campaign results,

“the message reached up to 60% of
Photo credit: Danone Aqua

its target audience. AQUA saw an 8%

increase in ad recall, resulting in a 6.3%
increase in purchase intent.”

44 Gen Z - Kadence International

THAILAND opportunity for brands to get in front
of this group.
CATALYSTS FOR
SOCIO-POLITICAL In 2021, Thailand’s internet users
reached 48 million, a 7.4% increase
CHANGE year on year. During the pandemic,
people in Thailand became more
Millennials and Gen Z are the two engaged on social media platforms
groups that make up most of the with internet celebrities and
Thai population. Both these cohorts influencers sharing content.
have witnessed rapid technological
progress that has impacted their Influencer marketing proved to
attitudes, lifestyles, personal habits,

CASE STUDY
become one of the most effective
values, and consumer behavior. techniques in Thailand.

Greater access to information due

to the internet has made them How A.P. Thailand
much more aware of world events. used content
In recent years, youth-led protests by
as young as twelve-year-olds have marketing and
become a catalyst for change and influencers
political dialogue. Unlike previous
generations, Gen Z in Thailand shows to boost
a greater interest in financial literacy. engagement
Technology is omnipresent, and
according to Statista, “In general, A property development and real
Thais spend an average of 11 hours and estate company, A.P. Thailand,
25 minutes online while also using capitalized on the COVID-19 lockdown
multiple smart devices per day.” to promote their single-detached
homes.
Their access to information and social
media channels have shaped the The campaign was called ‘Khon Lhong
cohort’s behaviors. Gen Z in Thailand Ban’ (People lost at home), and the
may be described as brand-conscious inspiration came from the lockdown
followers, “a customer group closely homebody trend. They used video
following all kinds of brands, and content marketing and storytelling
this group makes up 32% of Gen Z in as a powerful tool to engage their
Thailand (source: Brandbuffet).” audiences and also brought in three
influencers to reach more people and
This group is ready to try out new boost engagement.
products and pay close attention to
online brands. This is an excellent

The Definitive Guide to Gen Z 45

 Photo credit: Levis
USA
THE WOKE
GENERATION
There are 67.8 million Gen Zers in This has resulted in critical differences
the U.S. — 20.2% of the population. in their values and overall outlook.
Gen Zers in the U.S. are the third-
largest cohort and the most racially, The Gen Z population in the U.S. has
ethnically, and sexually diverse of all witnessed history being made in their
generations. Gen Z made up one- early years with the first-ever black
tenth of the 2020 electorate, and while president and the legalization of
they share several characteristics with same-sex marriages.
their predecessors —the Millennials,
they grew up in a very different world.

46 Gen Z - Kadence International

While Gen Z in the U.S. resembles Levi’s global campaign initiative
Millen­ni­als on many significant urges Gen Zers to reuse, repurpose
issues, it is a much more pro­gres­sive and reduce their consumer footprint.
and liberal generation. Diversity and The brand used six influential faces
inclusion are much more important to shaping the future of activism and
them than to previous generations. sustainability —including rapper
Jaden Smith, Manchester United
Gen Z in the U.S. enjoy per­son­al­ized star Marcus Rashford, YouTuber
prod­ucts, and the stand brands take Emma Chamberlain, climate activist
on important issues is crucial to them. Xiye Bastida, entrepreneur Melati
They are more likely to support brands Wijsen, and hip-hop artist Xiuhtezcatl
that share their perspective on cultural Martinez.

CASE STUDY
and political events.
Levis has also capitalized on the online
They are concerned about climate shopping boom. Catering to a digital-
change and favor sustainable brands. first generation, Levis has focused
Therefore, thrifting and renting rather on digital innovations based on their
than owning clothing is becoming the buying behavior.
norm in this cohort.
In October 2021, Levi’s announced it

How Levis would launch new technology on its

e-commerce site that allows shoppers
successfully to use images instead of words to

bounced back find products. The “computer vision”

feature makes it easier for consumers
from dwindling to find pieces from their mood boards,

sales with its social media sites, or photos.

sustainability
campaign, “Buy Using artificial intelligence (A.I.)
and automation efforts, Levi’s also
Better, Wear makes online shopping a much more

Longer,” featuring personalized experience.

Gen Z activists By Q3 2021, the company reported,

and influencers. “its net revenue was up 41 percent

compared to the same period in 2020
and up 3 percent over 2019.”
When the pandemic hit us, the
company reflected on the current
culture and environment and the role
of Levis in it all. They began working
on the new campaign and messaging
to launch in 2021.
The Definitive Guide to Gen Z 47
48 Gen Z - Kadence International
UK/EUROPE
ACCESS OVER
OWNERSHIP

In 2020, there were 14.26 million Gen Like Millennials, Gen Zers value
Zers, making it the largest generation independence and flexibility highly.
cohort and surpassing baby boomers These generations have grown up
for the first time. They are much during the era of digitization, the
less likely to smoke than previous flexibility of remote work and the
generations, and far more of them are convenience of online bookings.
teetotalers. This is also because they Furthermore, a lack of disposable

CASE STUDY
can easily socialize online and attend income has helped them embrace the
fewer parties, unlike older generations. collaborative economy fully. As a result,
Of course, decades of public health they are highly open-minded about
campaigns have helped break bad sharing or renting their cars, homes,
habits. clothes, and equipment.

Generations in the U.K. are divided These trends gave rise to the sharing
on the issue of Brexit and hold economy and gained popularity with
very different values than previous Gen Zers worldwide.
generations.

One of the key differences is that

they favor access over ownership and
believe in a collaborative economy.

The Definitive Guide to Gen Z 49

 More similar than different,
no mater where they live.

Millennials and Gen Zers, in particular, While Gen Zers have many similarities
believe the world needs to unite worldwide, marketers must appeal
on environmental issues, gender to regional differences to make their
inequality, and discrimination. They products relevant to their audiences.
hold themselves and organizations
accountable for these issues and are
drawn to brands that take a stand on
these problems.

50 Gen Z - Kadence International

Sources:

Generation names explained - The Daily Japan’s Gen Z — 5 Points About The
Free Press Enlightened ‘Satori Generation

A Comprehensive List of Generation Why Millennials, Gen Z Are Likely to Use

Names Mobile Banking Apps

What We Know About Gen Z So Far | Pew Get to know Gen Z and become a Top of
Research Center Mind wing brand

Asia’s Gen Z: How they are different | The How Levi’s Executed a Pandemic
Next Billion Rebound in 2021

Gen Z is leading an evolution in shopping

that could kill brands

Korea, the U.S., Japan, China have

neologism synonyms

The Definitive Guide to Gen Z 51

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