A confident generation of teens and young adults across Asia are coming of age in the world’s fastest-growing region, against a backdrop of geopolitical shifts.

Gen Zers—aged between 13 and 23—are redefining consumption, activism and, soon, the world of work. The oldest among them are already eligible to vote.

“Generation Z: APAC” delves into the motivations and behaviors of young consumers in nine markets, examining how they differ from each other and from older generations.

We identify what drives them, what worries them, who they regard as heroes, and ultimately, how these factors translate into trends and opportunities for brands.

This 101-page report includes:

  • Survey data on behaviors and attitudes to shopping, finances, technology and media, gender and politics, as well as concerns
  • 30 pages of original infographics from a survey of 4,500 consumers aged 13 to 23 in nine markets—China, Hong Kong, Indonesia, Japan, the Philippines, Singapore, Taiwan, Thailand and Vietnam—by our in-house data unit SONAR™
  • Interviews with experts, influencers and marketers

Topics include:

  • Gen Z Creatives
  • Gen Z Activists
  • Gen Z Workers
  • Gen Z trends such as seamlessness, inclusivity, community and localism

Generation Z APAC

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