1the truth aboutGEN Z in China
2A DECADE OF YOUTH RESEARCH201120152020
3TRUTH ABOUT GEN Z26 MarketsTotal N = 32,204 | GEN Z (N = 5,572)MEXICOU.S.CANADAARGENTINABRAZILCOLOMBIACHILEPERUPUERTO RICOU.K.GERMANYINDIAITALYNIGERIASPAIN TURKEYFRANCESOUTH AFRICAUAEJAPANCHINAAUSTRALIARUSSIAPHILIPPINESHONG KONGTHAILAND
4TRUTH ABOUT CULTURE AND COVID-19MEXICOU.S.CANADAARGENTINABRAZILCOLOMBIACHILEU.K.GERMANYINDIASPAIN TURKEYFRANCESOUTH AFRICAJAPANCHINARUSSIAMar.: N = 14,136April: N = 14,086May: N = 15,095June: N = 15,982July: N = 17,939Aug.: N = 12,101Sept.: N = 11,702ITALYNov.: N = 11,888Dec.: N = 11,34918 Markets
5TRUTH ABOUT GEN Z - UPDATE5 Markets, March 2021Total N = 2,500 (all GEN Z)U.S.BRAZILU.K.GERMANYCHINA
6CHINA-SPECIFICIN-DEPTH STUDY
7THE SPIRIT OF TODAYMACRO-TRENDSSPOTLIGHT ON CHINAIMPLICATIONSFOR BRANDS
86 TRUTHS ABOUT GEN Z IN CHINATHE EXTRAORDINARY“ORDINARY PEOPLE”普通人生哲学UNSCRIPTED GENERATION即兴一代THE CONNECTIONPARADOX亲密关系困局CRAVING TRUE AUTHENTICITY 真实为王VOTING WITH WALLETS万物皆可打投THE MODERN PATRIOT爱国新青年
9the truth aboutGEN ZTHE EXTRAORDINARY“ORDINARY PEOPLE”1“普通人生哲学”
10GEN X & GEN YGEN ZQUIZ?Who does GEN Z aspire to be?Z世 代 的 人 生 榜 样 是 谁 ?马化腾王石韩寒
11GEN X & GEN YGEN ZZ世代，一个不再拥有全民样板的世代——TA们对理想人生的期待不再有一个标准答案?GEN Z – a generation without a standard role model. There is no longer a ‘template’ for their aspirations.
12当成功的定义被无限消解，GEN Z如何定位自己的理想人生？If there is no template for success, What do GEN Z aspire to be?
14“做个普通人”对他们而言到底意味着什么？But what do GEN Z mean by“Ordinary Person”?
15普通不意味着平庸，即使做个普通人，也得是喜 欢 走 秀 ， 却 生 在 农 村树 叶 变 巧 衣 ， 田 梗 做 T 台一 部 手 机 ， 几 个 视 频引 爆 网 络 ， 走 向 世 界Like to show, but born in the countrysideLeaves become clothes,field stem to be the runwayA phone, a couple of videosExplode the network, go to the world.72%的 G E N Z 认 为 ， 比 起消 费 和 事 业 ， 个 人 在 某领 域 的 深 刻 见 解 和 成 果更 能 代 表 自 己Ordinary does NOT mean mediocre. They aspire to be an ‘ordinary person’ who is ‘extraordinary’ in their own way72% of GEN Z believe that their own opinions and achievements in a particular area can better represent themselves than their consumption and career.不 需 要 样 样 优 秀 ，不 需 要 拿 到 十 级 证 书 ，只 要 一 点 小 才 艺➕一 点 小 巧 思don't have to be good at everything,don't have to get a certificate,As long as，A little talent➕A little ingenuity野生超模Supermodel in Village人人都是UP主Everyone can be an Uploader
16普通人生意味着Excelling in what was once termed “meaningless” and “frivolous” in society is now seen as meaningful.最 火 的 视 频 分 区 ， 前 三 名是 搞 笑 ， 鬼 畜 还 有 吐槽 ，人 活 着 不 就图 一 乐 吗 ？Most popular video partition, funny, creepy, roastIt doesn't help at allbutIsn't that what people live for?有 位 u...
