是否Z世代真的存在：避免代际营销陷阱的5种方法

IN THISREPORT ForewordWhy brands can’t stop talking about Gen ZThe problem with looking only at the extremesFamiliarity is not understandingWhere generational thinking breaks downAI found exactly what you were looking for. Unfortunately.So, does Gen Z really exist?Five ways to avoid the generational marketing trapNow you know what to look for. Here’s where to find it.030416081220252943 Notes on methodology All figures in this report are drawn from: GWI Core - ourcontinuous online research among individuals aged 16-64(or 16+) in 53 markets worldwide. Other external sources, ifany, are disclosed under the given graph and in brackets withinthe body text. For our GWI Core data set, we speak to over 1 million individualsannually. Where relevant to their interests / behaviors, Coreparticipants will be invited to take part in further studies aboutspecific topics: GWI Alcohol, GWI Automotive, GWI ConsumerTech, GWI Gaming, GWI Luxury, GWI Moments, GWI Sport,GWI Travel, and GWI Work. We also invite participants in theUS to complete GWI Pulse, a weekly deep dive into topicalthemes. Some data in this report was collected through itspredecessor, GWI Zeitgeist, which ran in multiple markets atthe time. Index Throughout this report, we refer to indexes. Indexes areused to compare any given group against the average(1.00), which unless otherwise stated refers to the globalaverage. For example, an index of “1.20” means that agiven group is 20% above the global average. FOREWORD Ask a marketer which audience is topof mind, and nine times out of ten theanswer is Gen Z. Why? Because it isinstantly recognizable, maps onto plan-ning tools, and carries enough culturalmeaning to get a strategy moving. Andbecause Gen Z is one of the most com-mercially significant audiences of thenext decade, the fervor to understandthem is entirely justified. definition is not always the same thingas an accurate one. The marketers who navigate this bestare not the ones who abandon gen-erational thinking. They are the oneswho know how to pressure-test it. Therules in the second half of this reportare built from that approach: practicalways to get more out of your existingaudience thinking, grounded in datathat cuts through the noise that hasbuilt up around Gen Z. Segmenting by generation is not a mis-take. But like any shortcut, you need toknow when to trust it, and when to godeeper. That challenge is what this reportunpacks, because GWI’s data shows thatthe picture is more complicated thanthe headlines suggest. A confidentlyexpressed or widely accepted audience Whether you come to this report as abeliever or a skeptic, my hope is that youleave with sharper tools, clearer questions,and more confidence in the audiencedecisions that matter to your work. JASON MANDER CHIEF INSIGHT OFFICER, GWI 01 Major brands are already building Gen Zinto their plans. To name just a few examples: Nikehas refreshed “Just Do It” through GenZ-focused campaigns. Hugo Boss haspositioned its fashion line Hugo as aGen Z-facing brand and launched HugoBlue as part of that push. McDonald’shas run TikTok campaigns designed tofeel “Gen Z-first,” using content crea-tors rather than repurposed TV content. MORE THAN THE GDP OF GERMANY,JAPAN AND CANADA COMBINED GEN ZSPENDINGPOWER IS ONTHE RISE And it’s not hard to understand why. Gen Z are already the most searchedgeneration today (Google Trends), andby 2030 their spending power is expectedto reach $12.6 trillion – more than theGDP of Germany, Japan and Canadacombined. Those born between 1997and 2012 are also moving into greaterfinancial independence, growing in theworkforce, shaping household spending,and building brand relationships thatcould last for decades. Spending power of Gen Z in trillions AI FOR LEARNING: A FOUR-GENERATION GRADIENT % in each generation who use AI tools to learn or improve skills Gen Z appears to be playing a similarrole. They are already leading users ofAI tools for learning and education. Twofifths use AI to learn or improve skills,such as a new language or career-relatedskill, compared with 32% of Millennials,25% of Gen X and 9% of Baby Boomers. They are also deeply engaged in the cre-ator economy. Gen Zers are 28% morelikely than Millennials, 66% more likelythan Gen X, and 223% more likely thanBaby Boomers to describe themselvesas heavy users of vlogs and influencervideos. More than a third of Gen Z (36%)watched how-to videos or vlogs every dayor most days in the last week. But the appeal is not purely commercial.Across the world, younger audienceshave often been central to popularizingnew cultural trends and behaviors: rockand roll and counterculture in the 1960s,music video and visual identity in theMTV era, and smartphones and socialmedia as Millennials came of age. BRANDDISCOVERYTHROUGHINFLUENCERSSKEWS TOYOUNGERGENERATIONS That matters because behaviors associ-ated with younger audiences can quicklyreshape commercial strategy. Influencermarketing, for example, has more th