Vice Media Group：2023年年轻人消费观念的转变研究报告（英文版）（31页）.pdf

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1、PRIVATE AND CONFIDENTIAL|2021CHECK INS AT CHECKOUTShopping is slowing down and brands have to act fast.2022PRIVATE AND CONFIDENTIAL|2021COMPOSITIONUNDERSTAND THE SHIFTS IN YOUTHS SHOPPING MENTALITY TO ANTICIPATE WHERE,WHY,AND HOW THEYLL MAKE THEIR NEXT PURCHASES.An online survey to VICE Media Groups

2、 proprietary research communities and youth audience around the world,paired with historical shopping&retail research.MARKETSGENDERN=992GLOBAL50%Female45%Male5%NonbinaryOBJECTIVEN.AMERICA38%OTHER2%EUROPE25%APAC35%AGE35%Gen Z65%Gen YPRIVATE AND CONFIDENTIAL|2021INFLATIONCLIMATE CHANGERE-EMERGENCETHER

3、E ARE SOCIAL AND ECONOMIC STRAINS ON TODAYS SHOPPERSOK,WTF Is Going on With Inflation,Interest Rates,the Fed,Jerome Powell,Gas Prices,the Economy,Your Job,Rent,Etc.JUNE,2022Its the Hottest Day Ever in the UKJULY,2022How Social Anxiety Can Impact Your StyleJULY,202277%Of young people are asking thems

4、elves:“DO I REALLY NEED THIS?”before making a purchaseYOUNG PEOPLE ARE NOW CHECKING IN WITH THEMSELVES BEFORE CHECKING OUT WITH A PURCHASE PRIVATE AND CONFIDENTIAL|2021THEY HAVE SLOWED DOWN HALF OF THEIR PURCHASE DECISIONSQ:WHAT PERCENT OF YOUR OVERALL SHOPPING IS FAST VS.SLOW?49%51%SLOW-CONSUMPTION

5、A conscious consideration of the people,environment,and animals a product/brand impacts,often with a tradeoff for higher price.FAST-CONSUMPTIONThe purchase of inexpensive items produced rapidly in response to trends,often with a negative trade off for the people,environment,and animals impacted.52%N

6、A51%EMEA45%APACPRIVATE AND CONFIDENTIAL|2021#1:HOW WILL I USE THIS?#2:HOW GOOD DO I FEEL ABOUT THIS?#3:WHAT IMPACT WILL THIS HAVE?#4:WHAT EXPERIENCE DOES THIS COME WITH?4 KEY CHECK-INS AT CHECKOUT PRIVATE AND CONFIDENTIAL|2021HOW WILL I USE THIS?CHECK IN#1PRIVATE AND CONFIDENTIAL|2021YOUNG PEOPLE AR