We at Zlabel are thrilled to be featured in Tatler for our recent report on Gen Z's purchasing decisions! Our research highlights the unique characteristics of this influential generation, whose spending power is projected to reach US$12 trillion by 2030.
In collaboration with Ooopen Lab, we surveyed over 4,000 individuals from countries like Malaysia, India, Taiwan, the Philippines, and Indonesia. This tech-savvy generation, shaped by their experiences as digital natives, is redefining how products are marketed and consumed.
Read the article featured in Tatler:
From memes to emojis, here's what drives Gen Z's purchasing decisions
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 behaviors, such as how they consume news and purchase products.
In December, The Z Label, a Hong Kong venture-backed startup specializing in consumer products for Gen Z, published a report highlighting the defining characteristics of this tech-savvy generation in Asia.
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 strategizing for your upcoming campaign or product launch in 2025.
Gen Z’s Favorite Emoji
The report shows that the emoji depicting a face holding back tears (🥹) resonates 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.
Read the full article here: Tatler Asia
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