, APAC
513 views

What drives APAC Gen Zs consumer behaviour

WGSN identified five pillars that Gen Zs prioritise.

Gen Z consumers are penetrating the market with self-empowerment as the “underlying driver” for their behaviour, according to a report by WGSN.

WGSN identified “five pillars and priorities” that are unique to the Gen Z consumer behaviours in the Asia Pacific which include self-definition, intentional wellness, Pan-Asian activity, Work 3.0, and consumption and money.

“From new career aspirations to wellness as a status symbol, Gen Z consumers across the region are fundamentally changing the way they live, work and consume, with new implications for brands,” said Alison Ho, Analyst, Insight at WGSN.

READ MORE: Gen Zs are becoming China’s biggest spenders

“From a creative standpoint, a slew of emerging local and regional creative collectives are recontextualising cultural relics to take neo-Asian kitsch mainstream,” she added.

For self-definition, Gen Z consumers are looking for ways to experiment and identify who they are online and offline, with 63% saying they express their identity through thoughts and opinions.

Gen Zs are also prioritising their holistic well-being as 48% feel stressed due to work or studies, and financial concerns.

These consumers are also appreciating tradition which boosts the “creative renaissance characterised by nostalgia and kitsch.”

Around 57% of the Gen Zs also attribute success to a healthy work-life balance, as they go against the typical nine-to-five work day and choose a more flexible work schedule.

WGS also said that around one in three APAC youth consider finances as part of their health and wellness, with 68% claiming they are comfortable with managing their own finances. They are exerting time and effort on financial reality to find a balance between indulgent spurges and security.

Follow the link for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Exclusives

Chinese fine dining finds its next course in Singapore
The city-state’s high spending power and big Chinese commune make it an ideal entry point.
Raffles City reinvents itself with experiential retail
The mall has revamped 111,000 sq ft of retail space as part of a major redesign.
Stores
TikTok ‘shoppertainment’ drives mega-sale hit
Videos on the platform are used not just to entertain but also to drive e-commerce.
E-commerce
Mars Wrigley bets on Asia’s chocolate boom
The US company expects the region’s rising middle class to eat more M&M’s and Snickers.