Marketers have long been researching and analyzing the Gen Z group, also known as Zoomers. However, to this day, they still don’t have any real clue about the generation known for their money-making and saving abilities, who still buy products that support their hobbies and passions. Zoomers freely move between the real and virtual worlds, wanting to be unique but still maintain strong cultural bonds with their communities. They are young but value their health and wellness. Dentsu Z, a dedicated team of dentsu Zoomers, was launched to help unravel the enigma surrounding Gen Z.
The paper, authored by the dentsu Z team, looks at four areas marketers can use to help them meet the needs of Gen Z in China – consumption, culture, entertainment and technology.
Download “Unlocking Gen Z 2022: A Generation of Contradictions” in full here:
1 December 2021
Prepared by leading strategists, creatives and technologists from across dentsu’s global creative offering – including experts from DentsuMB, Isobar, 360i and dentsu agencies – the report demonstrates a profound shift away from conventional centres of congregation, community and ownership towards new, decentralised and radically democratised models.