英敏特：2023年关于Z世代消费者的4个事实及其为品牌带来的机遇分析报告（英文版）（21页）.pdf

1、Experts in what consumers want and why4 Facts About Gen Z Consumers and the Opportunities They Present for Brands How Gen Z behaviors,preferences,and spending are shifting market opportunities and the competitive strategies brands need to engage this increasingly powerful demographic.Forget what you

2、 think you know about Generation ZMany assume Generation Z(Gen Z)is comprised of healthy eaters,eco-conscious buyers,and consumers with a deep mistrust of big brands.While these attributes are loudly touted by the media,they are,in fact,wrong.Neither are Gen Zs like Millennials but on steroids.Gen Z

3、 has never known a world without the internet.This has created,in the words of Gen Z CEO Advisor Hannah Williams,“a new type of human”that brands need to target differently.Gen Z has also been shaped by its coming of age,plugged into a world of great uncertainty and disruption.Mintel defines Generat

4、ion Z as the generation born between 1997 and 2010.In 2023,members of Gen Z are between the ages of 13 and 26,with Gen Z teens aged 13-17 and Gen Z adults aged 18-26.2Defining Gen ZGen Z was brought up in an era of rapid technological change.Coming of age with social media magnified the already big

5、social,economic,and political changes of the time.While Gen Z will never be the largest demographic brands can engage with,they represent a significant share(approximately 18%)of the US population,an estimated 60 million strong in 2023,behind the behemoth Millennial and Baby Boomer generations,and c

6、losing in on Gen X.Despite some additional growth projected from immigration through 2028,Gen Z will remain the fourth largest generation group,eclipsed by the continued growth of Gen Alpha(those born 2011-2025).Even more important than their size is their need state based on life stage.In 2023,memb