英文【GFK】《+Z+世代取消费报告》

1 2 Gen Z — or as its spending habits and patterns will show, “Spend Z” — is the generation to track today and for years to come. Almost 25% of the population, Gen Zers are a global force set to bring the most money to the consumer spending class by 2030. If you’re going to grow with Gen Z, you’re going to need a full view of what’s now and what’s next.3 05 Introduction Spend Z: Gen Z Changes Everything 07 Gen Z Decoded The Weight of Gen Z What Else Makes Gen Z Unique? What Values Matter Most to Gen Z? How Gen Z’s Realities and Perceptions Influence Purchase13 Gen Z Spending Priorities Near-Term Snapshot (0-2 Years) What Is Gen Z Buying? What’s Fueling Gen Z Purchase Behaviors? Mid-Term Outlook (2-10 Years) New Life Stages and Their Impact Must-Have Products for Gen Z Long-Term Perspectives (10+ Years)26 Five Strategic Considerations Gen Z Influence on Private Label Growth Gen Zers’ Sphere of Influence on Household Purchases Gen Z Purchase Patterns vs. Other Generations Must-Leverage Marketing Channels Securing Lifelong Brand Loyalty32 The Big Takeaway for Brands and RetailersTable of ContentsClick on the contents to navigate 4 Thank you for the opportunity to share Spend Z: A Global Report with you. We know that, like Gen Z, your attention is pulled in multiple directions. We’re confident that this first-of-its-kind report, a collaborative effort between NielsenIQ, GfK, and World Data Lab (WDL), will be well worth your time. While you might think you know Gen Z – or as its spending habits will show, “Spend Z” – our comprehensive analysis reveals that there’s much to learn about this growing consumer cohort. With their spending power projected to grow to an estimated $12T by 2030, Gen Z will have a significant influence on the products manufacturers and retailers sell in the near future, while emerging as a critical and largely untapped lever of growth. Spend Z is tailored to assist retailers and manufacturers in the consumer packaged goods (CPG) and tech and durables (T&D) industries in nurturing and maintaining loyalty among Gen Z consumers worldwide. From deciphering their digital behaviors to revealing their values and purchasing habits, Spend Z provides a comprehensive toolkit for forging meaningful connections with this influential demographic. We believe that tapping into Gen Z’s spending potential today will put your brands on a trajectory for future success. Our teams are passionate about this Gen Z study and welcome any questions you may have regarding the research or how to strategically engage with Gen Z. Together, let’s uncover the insights that will propel your business forward in the era of “Spend Z.” A W E L C O M E N O T E F R O M :Marta Cyhan BowlesWolfgang FenglerMarta Cyhan BowlesChief Communications Officer and Global Head of Marketing COE, NielsenIQWolfgang FenglerCo-Founder & CEO, World Data Lab5 For decades, retailers and manufacturers