Currently, Generation Z is the most affluent demographic, not only in China and most of Asia but worldwide. Young Chinese consumers are transforming the retail scene in many Asian markets. Many retail categories are benefiting from a rising emphasis on well-being.
Biggest Generation Z Market Trends of 2022
Generation Z or Gen Z consumers have surpassed Millennials as an emerging market sector in 2022. Members of this age group are rapidly gaining ground and making their presence known in the current economy. However, the COVID-19 pandemic provided an unforeseen turn when it overtook the world. Look closer at the most recent developments in lifestyle trends among Generation Z. It is time to put the limelight on the newest stars, the first generation of true digital natives.
#1 Straightforward Approach to Beauty
In 2022, one-third of people say they want to buy and learn more about clean cosmetics and beauty products. It includes plant-based skincare, vegan makeup, using fewer products on their skin, and goods with eco-friendly ingredients. Gen Z consumers aim to improve on using more eco-friendly products, including their production process and packaging.
#2 Buying Second-hand Items
In 2022, nearly one in every four people, or 23%, are predicted to purchase on second-hand fashion websites. About 24% of teenagers and young adults plan to contribute to more eco-friendly fashion by selling and buying items on websites or social networks. Thrift shop fashion will remain important in 2022 since environmental responsibility in the fashion sector remains a primary priority for Gen Z consumers.
#3 Gender Fluidity
Binary options are no longer available. This transition to gender-neutral items provided new opportunities for firms to grow their brands. Instead of ‘designed for men’ or ‘crafted for women,’ marketers now focus on product categories and abandon conventional gender norms. According to studies, Gen Z consumers are more receptive to non-binary items. This pattern is likely to continue as firms prepare to meet the needs of the next generation.
#4 Healthier Food Preferences & Buying Behaviour
67% of Gen Z consumers examine the nutritional composition of their meals when making eating selections. They are also more likely to consume plant-based items than their Millennial counterparts. It implies that they are more inclined to become vegetarians. Restaurant operators have discovered that Gen Z consumers are more receptive to authentic tastes and are more eager to explore new and unusual cuisines. It allows members of the food sector to be more creative and innovative with their menus. 52% of Gen Zers are hesitant to purchase in-person, while 34% want to keep their high online spending rate even when the epidemic is over.
#5 Advocate for Mental Health
Today’s top headline topics, such as immigration, sexual assaults, mass shootings, and environmental degradation, touch the entire world, and it might be too much for anybody. Generation Z feels the most affected in comparison to the generations before them. Moreover, they are most likely to report mental health issues. It is especially apparent for every content creator and social media platform user due to possible backlash from others.
Before the epidemic, a survey discovered that many Gen Z employees experience worry and stress. Hence, businesses are pushing workplace wellness initiatives to care for their employees’ mental health. Consequently, employers can reduce the healthcare expenditures borne by their companies and employees. Almost nine out of ten Gen Z adults report having at least one mental or physical stressor.
#6 Influence Through Reviews
As an internet-shaped generation, Gen Z consumers value online product reviews. 96% of Gen Z customers frequently read reviews or suggestions for things they are thinking about purchasing. Four out of every five young people, social media influencers, and well-known content providers have more effect than traditional celebrities on culture, such as actors. Online reviews are also popular. Roughly 8 out of 10 consumers view them before making a purchase, apart from visiting the most popular social networking platforms.
#7 Online Wellness & Social Justice
One of the more recent lifestyle trends that work is wellness. The younger generation wants to feel well both physically and psychologically. It includes making their house more ecologically friendly. They also seek creative hobbies, with one in every four young people attempting to sketch, paint, or participate in any other artistic activity. Moreover, Gen Z consumers are more likely to vote in local and national elections and are more ready to give to charities.
#8 Determining Their Calling
The Covid-19 epidemic has altered their perspective on work. 63% of Generation Z have reevaluated their employment ambitions. A substantial wage is no longer considered a life objective for this so-called sacrificed generation. 71% now choose meaningful work, even if it earns less. The younger generation has completely reimagined what it means to be successful. 90% of Gen Z consumers agree that real-life experiences provide the best education. 66% of General Z adults are even reconsidering the genuine worth of a college education.
#9 Diversity in Content
There is so much content available on every platform you can imagine for Gen Z Consumers. The world of video games has exploded in the aftermath of the COVID-19 epidemic. With the advent of avatars and fashion in the metaverse, ‘non-gamer’ gamers are gaining access to video games via fashion trends. Video game live streaming will continue to appeal to young people, with around three out of ten viewing live streams of players. 24% of users are more enthused by visual music experiences, and one in every four adolescents plans to follow live performances on social media. 70% of kids use social media to find new music and artists.
Content Creation Platforms are Ideal Resources
Nowadays, Chinese Gen Z influencers and buyer behaviour is influencing many individuals in Singapore. Through influencer marketing, the industry provides multiple channels for artists and producers to share their expertise. Collaborate with your neighbours to maintain a good and varied environment. They post about anything from cosmetics and beauty to fashion, gastronomy, travel, and entertainment.
Millions of people use a content creator platform to share their experiences. Most feature tools help any content producer, regardless of platform, with production management. Every platform allows users to collaborate with their community to keep their environment authentic, happy, and different.