Z世代报告：无界限的一代.pdf

A generation without bordersEmbracing Generation Zuncommon senseIn partnership with02 |OC World Bank; CEIC; National Bureau of Statistics of China; OC&C Gen Z Survey, August 20181. Direct spend: Gen Z spending their own money (either earned or money received from parents/guardians/relatives, e.g. allowance/pocket money)2.Inuenced spend: household spending where Gen Z inuences either the amount spent or the items bought (i.e. can be items not bought specically for Gen Z)3%13%8%5%4%3%10%7%2%6%2%3%1%1%2%ChinaBrazilTurkeyPolandItalyFranceGermanyUSAUK5%2%3%3%4%1%3%3%1%2%2.40.9 3.47.5%of all global household spend10%3%08 |OC&C A generation without bordersOur key findingsMore globalUnder the influenceMore demandingGen Z are:“With how social media spreads news around, we are very educated in how the world is.” Female, 20, US“I keep up with celebrities, influencers, and sometimes brands through Instagram.”Female, 17, US“Brands need to work more to retain their customers (since our choices have really gotten pretty limitless) I would like it if they increased their offerings and make it easier to find things that youre looking for.” Female, 20, USOC&C A generation without borders |09Our key findingsGen Z are:Eager to stand out“Generation Z is more focussed on innovation and uniqueness.” Male, 19, ChinaPro social (responsibility)“Ethics and message are most important to me you cannot expect people to buy your products if your ethics are trash.” Female, 17, USAfter experiences“The experiences I have had, they do define me in a way not so that I can show off about them, but what they have taught me is really valuable.” Male, 20, UK10 |OC&C A generation without borders“With how social media spreads news around, we are very educated in how the world is.”Female, 20, US