Hakuhodo Institute of Life and Living ASEAN: HILL ASEAN, an academic brain warehouse founded by Hakuhodo Inc., Japan’s global advertising giant. Which was founded for over 120 years, announces the latest in-depth research on the topic “Now you Z me: Debunking myths about ASEAN’s Generation Z” (Flip over new perspectives Conquer the hearts of consumers Gen Z In asean) By focusing on the new generation of consumer behavior in ASEAN Which influences to change the marketing world in the present era
The target audience for this research is Gen Z, or people born between 1997 and 2012 and ages 9–24. In 2021 (Note 1), Gen Z is a relatively large population of ASEAN Currently, this population represents approximately 24% of the total population. Therefore, Gen Z is a generation that is very important and influences the society and economy of the country.
The findings from both the quantitative and qualitative surveys in the six ASEAN countries (Note 2) are the Gen Z groups in ASEAN, receiving information and news from around the world via smartphones. They consider the words and actions of previous generations. Objectively In a wide field of view They want to solve social problems that may have arisen from previous generations. By focusing on oneself Family and surrounding people are equal. Working together to solve problems, despite the differences between them, Hill ASEAN has named the people of the Gen Z group, who value reconciliation and collaboration. Syner Gizer (SynergiZers) And analyze personal relationships Value of life Attitudes and behaviors of Gen Z media are as follows:
Feature of Gen Z That is “SynergiZers”
Personal relationship
- Generally, Gen Z in ASEAN are raised by parents in a peer-like relationship. Have the freedom to live And are encouraged to have their own opinions. 46% of respondents agreed with the statement that “I am encouraged to ask questions. Debate and have your own opinion “
- In the meantime 63% of respondents agree that they have been “Encourage compliance with social customs and standards.” They emphasize that Following this customary practice is to maintain a good relationship with society and the rest of the world.
- 67% of respondents agree that “success is making family and friends proud.” They uphold the value of being ASEAN, with family a top priority. This clearly shows that they place great value in maintaining relationships with those around them.
Important thing in life
- 86% of respondents agreed with the statement that “Life is a fulfillment of responsibility” and “Life is about loving yourself.” They value both themselves and their families, and they think that those around them are unhappy if they are unhappy.
- 74% of respondents agree, “Success is being happy with who we are. No matter what other people say, ”pointed out that Big positions and money-making is not. The same is true for them in their careers. One of the main characteristics of this generation is Many people value their satisfaction. And seek progress little by little by setting realistic goals.
Using social media
- They understand the rules of the use of various platforms. Of social media And regulate the use of identities in the platform to comply with the regulations But they did not create a fake identity, 82% of them agreed with the statement. “When I post on social media I am very aware of my character, ”and 68% agree with“ I want to show my natural self on social media. ”
- When compared with the previous generation They prefer posts in a way that they can be fun more intuitively and emotionally, such as stories and memes.
The first 3 of their favorite content are
- 60% text and images
- 52% video
- Stories 46%
Interest in social issues
- In our interviews and quantitative surveys, some Gen Z said: They worry about the future, while many Gen Z say they want to solve social problems.
- Gen Z is in a society with many problems that may arise from previous generations. Including economic concerns Politics and society Inequality Human rights issues and COVID-19, but we find that they are eager to resolve social issues with their peers. (See more details in “The need to solve social problems” in the reference section on page 6.)
About brands
- 85% agree that they are willing to pay 10% more if a brand is involved in solving social issues. They have high expectations for brands. And see that brands should fulfill many roles
