Would you consider purchasing a makeup brush after stumbling upon a funny meme about it? According to a report from a venture-building group in Hong Kong, some Zoomers in Asia are doing just that
Gen Z—the largest generation in history—is projected to have a spending power of US$12 trillion by 2030, according to a report from global marketing research firm NielsenIQ (NIQ).
Growing up as digital natives in a world grappling with mounting climate change and social inequalities has profoundly influenced their interests and behaviours, such as how they consume news and purchase products.
In December, The Z Label, a Hong Kong venture-backed startup specialising in consumer products for Gen Z, published a report highlighting the defining characteristics of this tech-savvy generation in Asia.
Read more: Gen Z is anxious about climate change. What can the rest of us do?
In partnership with Ooopen Lab, an online gamification platform part of the information design consulting firm Re:lab in Taiwan, they surveyed over 4,000 individuals born between 1997 and 2012, primarily from Malaysia, India, Taiwan, the Philippines and Indonesia.
Below are five compelling insights that could assist you in strategising for your upcoming campaign or product launch in 2025.
Gen Z’s favourite emoji
The report shows that the emoji depicting a face holding back tears “🥹” might resonate best with Gen Zers. Many respondents identified this emoji as the one that describes them most accurately, followed closely by the eyes “👀” and clown “🤡” emojis.
It also points out that the crying emoji “😭”, which came in fifth place, can convey positivity within the Gen Z community. For instance, when they encounter something hilarious, it’s not uncommon for them to respond with tears of laughter.