Blog

Gen Z x Sustainable future [ASIA infographic]

What is Gen Z’s take on the future? Are they optimistic or pessimistic? What global issues are keeping them up at night? How do they look at gender diversity and how will they tackle injustice?

The following infographic, using data from proprietary quantitative research amongst 9,109 consumers (3,558 Gen Z, 2,086 Gen Y, 1,951 Gen X and 1,514 Baby boomers) in 8 Asian markets (China, Hong Kong, Indonesia, Philippines, Singapore, South Korea, Taiwan, Thailand).

Gen Z x FutureInfographic Asia

58% of Gen Z in Asia feel uncertain about the future. The global issues that Gen Z would like to tackle are global warming & climate change (42%), the economic crisis (39%), health problems and virus outbreaks (38%), poverty (34%), racism (22%), suppression and abuse of women (19%), gender inequality (17%), terrorism (16%), and the aging population (15%). Breaking gender stereotypes is another theme that is significantly more present in the daily lives of Gen Z. 67% believe there are still too many gender stereotypes, 62% recognize that gender identity can change over time, and 50% know someone who prefers to be addressed with gender neutral pronouns.

Social media makes it easy for Gen Z to use the collective power of their clicks to fight injustice. In fact, 29% follow accounts about social justice on social media, 30% voice their opinion about social issues on social media, and 12% participate in (online) protests.

So, what does this mean for brands? Gen Z challenges brands to demonstrate their ongoing social impact. Brands that try to jump on the bandwagon with one-off actions, risk being called out for green-washing or rainbow washing.

Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!

Ready for the Zoomers - Gen Z report

Ready for the Zoomers?

Gen Z are the digitally native generation: social-media-literate, always-on and hyper-informed. With many Gen Zers coming of age during the pandemic, the past two years put a mark on their lives and outlook on the future. In this report, we shed a light on what makes Gen Z different from the generations before them and what they expect from brands.

Request your download

You might also be interested in

Gen Z Metaverse 2 women with caps

Gen Z x Metaverse [ZA infographic]

Written by Joeri Van den Bergh / Katia Pallini / Sarah Van Oerle

77% of Gen Z has engaged in metaverse activities. Find out more about what Gen Z does and how they balance the online and offline worlds!

Gen Z Sustainable future 2 woman 1 guy

Gen Z x Sustainable future [ZA infographic]

Written by Joeri Van den Bergh / Katia Pallini / Sarah Van Oerle

51% of Gen Z in South Africa is uncertain about the future. Discover what global issues are worrying them, and how they will tackle injustice!

Gen Z Brands 1 guy 2 girls

Gen Z x Brands [ZA infographic]

Written by Joeri Van den Bergh / Katia Pallini / Sarah Van Oerle

Gen Z, the activist generation. Discover here how this affects what Gen Z in South Africa expects from brands.