关于中国Z世代的真相：本土文化洞察白皮书（中英）-McCANN-202108.pdf

1thetruthaboutGENZinChina2ADECADEOFYOUTHRESEARCH2011201520203TRUTHABOUTGENZ26MarketsTotalN=32,204|GENZ(N=5,572)MEXICOU.S.BRAZILCOLOMBIACHILEPERUPUERTORICOU.K.GERMANYINDIAITALYNIGERIASPAINTURKEYFRANCESOUTHAFRICAUAEJAPANCHINAAUSTRALIARUSSIAPHILIPPINESHONGKONGTHAILAND4TRUTHABOUTCULTUREANDCOVID-19MEXICOU.S.BRAZILCOLOMBIACHILEU.K.GERMANYINDIASPAINTURKEYFRANCESOUTHAFRICAJAPANCHINARUSSIAMar.:N=14,136April:N=14,086May:N=15,095June:N=15,982July:N=17,939Aug.:N=12,101Sept.:N=11,702ITALYNov.:N=11,888,ibICOUO.OSSNDAK18Markets5TRUTHABOUTGENZ-UPDATE5Markets,March2021TotalN=2,500(allGENZ)U.S.7868.2-10+7534+06CHINA-SPECIFICIN-DEPTHSTUDY7THESPIRITOFTODAYMACRO-TRENDSSPOTLIGHTONCHINAIMPLICATIONSFORBRANDS86TRUTHSABOUTGENZINCHINATHEEXTRAORDINARY“ORDINARYPEOPLE”普通人生哲学UNSCRIPTEDGENERATION即兴一代THECONNECTIONPARADOX亲密关系困局CRAVINGTRUEAUTHENTICITY真实为王VOTINGWITHWALLETS万物皆可打投THEMODERNPATRIOT爱国新青年9thetruthaboutGENZTHEEXTRAORDINARY“ORDINARYPEOPLE”1“普通人生哲学”10GENX&GENYGENZQUIZ?WhodoesGENZaspiretobe?Z世代的人生榜样是谁?马化腾4CDE11GENX&GENYGENZZ世代，一个不再拥有全民样板的世代——TA们对理想人生的期待不再有一个标准答案?GENZ–agenerationwithoutastandardrolemodel.Thereisnolongera‘template’fortheiraspirations.12当成功的定义被无限消解，GENZ如何定位自己的理想人生？Ifthereisnotemplateforsuccess,WhatdoGENZaspiretobe?13普通人中国GENZ梦想的前三名是“做个普通人”“ORDINARYPEOPLE”TheTop3ofGENZ’sdreamis“beinganordinaryperson”14“做个普通人”对他们而言到底意味着什么？ButwhatdoGENZmeanby“OrdinaryPerson”?15普通不意味着平庸，即使做个普通人，也得是喜欢走秀，却生在农村树叶变巧衣，田梗做T台一部手机，几个视频引爆网络，走向世界Liketoshow,butborninthecountrysideLeavesbecomeclothes,fieldstemtobetherunwayAphone,acoupleofvideosExplodethenetwork,gototheworld.72%的GENZ认为，比起消费和事业，个人在某领域的深刻见解和成果更能代表自己OrdinarydoesNOTmeanmediocre.Theyaspiretobean‘ordinaryperson’whois‘extraordinary’intheirownway72%ofGENZbelievethattheirownopinionsandachievementsinaparticularareacanbetterrepresentthemselvesthantheirconsumptionandcareer.不需要样样优秀，不需要拿到十级证书，只要一点小才艺➕Alittleingenuity野生超模SupermodelinVillage人人都是UP主EveryonecanbeanUploader16普通人生意味着Excellinginwhatwasoncetermed“meaningless”and“frivolous”insocietyisnowseenasmeaningful.最火的视频分区，前三名是搞笑，鬼畜还有吐槽，人活着不就图一乐吗？Mostpopularvideopartition,funny,creepy,roastItdoesn'thelpatallbutIsn'tthatwhatpeoplelivefor?有位up主可以手工造一切毫无卵用的东西：雷神锤包，加特林机枪菜刀手机壳。。。真不愧发明界泥石流Avloggerwhocanmakeanythingbyhandthatdoesnotuseful:Hammerpacks,gatlinggunsKitchenknifephonecase…Whata“worthlessman”.一缕斜阳;，一片云朵☁，每个生活里的每个浪漫瞬间都可以发帖分享给陌生人。聚在这里不为别的，只为体会一瞬的精神SPA。Awispofsettingsun;,acloud☁,everyromanticmomentineverylifecanbepostedtosharewithstrangers.Gatheredherefornothingelse,onlytoexperienceaspiritualSPA.“无用发明家“UselessInventor”“无用美学”“Uselessaesthetic”1760%ofGENZinChinaagreethattoday,failureisseenasapositivethingChina677890+Leadinganordinarylifealsomeansthat“failure”isseenasapositivething.普通人生意味着18普通人生意味着Anordinarylifemeansdailylifeisnolongersecondary,buthasbecomethefocusoflife,andtheycatchtheopportunityto“RewriteEveryday”19“IdealAnswer,ReferenceOnly”普通人生意味着人生这道题我不需要标准答案，因为我自有答案Idon’tneedastandardanswerfor“HowToLive”IhavemyownANSWER.才不要做伸手党，因为我自己会搜索IwillDIGDEEPERformyownanswer.20IMPLICATIONSFORB