The use of generational labels makes less sense in the modern era.
Weixin, a popular app from Tencent, offers an unparalleled suite of services for consumers and is a great aggregator of audiences for marketing companies that are serious about China.
Watch the film conceptualised by Lowe Lintas here
The Media Responsibility study from IPG Mediabrands also says user accountability on Chinese platforms is higher, as the platforms collectively develop more uniform content policies driven both by regulation and user preference.
Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before.
McCann study also shows Malaysian and Indonesian Gen Zs are more often looking for the next cool thing, Korean Gen Zs feel the least pressured to be constantly busy, and Chinese youth would pay most for a brand that supports shared issues and values.
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