the truth aboutGENZ in ChinaMcCANN
ADECADEOFYOUTHRESEARCHYOUTHTHETRUTHABOUTYOUTHMcCANNMcCANN201120152020McCANN
TRUTHABOUT.GENZ26MarketsTotal N=32,204GENZ(N=5,572RUSSIA米CANADGERMANYFRANCEU.SITALYTURKEYCHINAJAPANSPAININDIAUAEMEXICOHONGKONGPUERTORICOTHAILANDNIGERIAPHILIPPINESCOLOMBIAPERUBRAZILCHILEAUSTRALIAARGENTINACANN
TRUTHABOUTCULTUREANDCOVID-1918MarketsMar.:N=14,136RUSSIAApril:N=14,086米CANADAGERMANYFRANCEMay:N=15,095u.SURKEYJAPANSPAINITALYCHINAJune:N=15,982INDIAMEXICOJuly:N=17,939COLOMBIAAug.:N=12,101BRAZILSept.:N=11,702Nov.:N=11,888CHILESOUTHAFRICAARGENTINADec.:N=11,349CANN
TRUTHABOUTGENZ·UPDATE5Markets, March 2021TotalN=2,500(all GENZ)U.K.GERMANYU.SCHINABRAZILMCCANN
CHINA-SPECIFICIN-DEPTHSTUDYMcCANN
THESPIRITOFTODAYMACRO-TRENDSSPOTLIGHTONCHINAIMPLICATIONSFORBRANDS
6TRUTHSABOUTGENZINCHINA普通人生哲学即兴一代亲密关系闲局UNSCRIPTEDGENERATIONTHEEXTRAORDINARYTHECONNECTIONHORDINARYPEOPLE"PARADOX真实为王万物皆可打投爱国新青年CRAVINGTRUETHEMODERNPATRIOTVOTINGWITHAUTHENTICITYWALLETSMcCANN
the truth aboutGENZ普通人生哲学"THEEXTRAORDINARYMORDINARYPEOPLE"McCANN
QＵZZ世代的人生榜样是谁?WhodoesGENZaspire tobe??8王石韩寒马化腾GENX&GENYGENZ10McCANN
Z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GENZ-ageneration without a standard role modelThere is no longer a template for their aspirations,品品dGENX&GENYGENZMcCANN11
当成功的定义被无限油解GENZ如何定位自己的理想人生?If there is no template for success,WhatdoGENZ aspire to be?McCANN
普通人#ORDINARYPEOPLEY中国GENZ梦想的前三名是"做个普通人"TheTop3of GENZ's dream is"being an ordinary person
做个晋通人对他们而言到底意味着什么?But what do GEN Z mean by"Ordinary Person"t
晋通不意味着平庸,即便做个晋通人,也得是"有点东西"的普通人Ordinary does NOT mean mediocre,They aspire to be an ordinary person' who is 'extraordinary in their own way野生超模人人都是UP主SupermodelinVillageEveryonecanbeanUploader72%喜欢走秀,却生在农村不需要样样优秀树叶变巧衣，田梗做T台不需要拿到十级证书一部手机，几个视频的GENZ认为,比起只要一点小才艺消费和事业，个人在某引爆网络，走向世界领域的深刻见解和成果更能代表自己一点小巧思Like tosthow but bornin the countrysdeT2% ofGENZbeieve thattheirowndon't have tobe good at everything,Leavesbecomecothes,opinions and achievements in a particulardon'thavetogetacertificate,field stemtobetherunwayarea can beter mepresent themsalves thanAslongas,AlitletalentAphone,acoupleofvideostheirconsumption and career.Explode the network,goto theworld,A littleingenuityMcCANN15
普通人生意味着”无用“也是一种夫Excelling in what was once termed *meaningless" and #frivolous"in society is now seen as meaningful,不为有用,只为有趣"无用发明家“无用美学Notforusage,justforfun"UselessInventor""Uselessaesthetic"一缕斜阳圈,一片云朵最火的视频分区，前三名有位up主可以手工造~一,每个生活里的每个浪是搞笑，鬼畜还有吐切毫无卵用的东西漫瞬间都可以发帖分享给雷神锤包,加特林机枪槽,陌生人。菜刀手机壳。。聚在这里不为别的,只为人活着不就图一乐吗?真不愧发明界泥石流体会一瞬的精神SPA,Mostpopularvideo partition,funny, creepy, roastAwispofsetlingsunMladoudItdoesn'thelpat allAvoggerwho can make any thingbyeveryromantic momentin everylifehandthatdoesnotuseful:butcanbeposted tosharewithIsn'tthatwhatpeople livefor?Hammerpacks,gating...
