What is Gen Z?

Generation Z comprises people born between 1996 and 2010. Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after. Gen Z’s behaviors are shaped by how they grew up like every generation. 

What is Unique About Gen Z?

They’re called “digital natives”—the first generation to grow up with the internet as a part of daily life. As the first real digital natives, Gen Zers—speaking generally—are incredibly online. Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six or more hours daily on their phones.

Gen Z is also generally known for its idealism—they’re part of a new wave of “inclusive consumers” and socially progressive dreamers. Generally speaking, Gen Zers believe in doing their part to help stop the intensification of climate change and to establish greater equity for all. More than any other generation, Gen Z collectively demands purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices

Gen Zers are Future Biggest Shoppers!

Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025. In Indonesia Gen Zers population has reached 26% of the total population (source: Indonesia Central Bureau of Statistics, 2022).

Gen Zers mostly are well educated about brands and the realities behind them. When they are not, they know how to access information and develop a point of view quickly. They are a more pragmatic and realistic generation of consumers who expect to access and evaluate various information before buying. 

Edwin H Jonathans - Brand Power Plus