【尼尔森】2024年全球Z世代支出报告_33页_9mb

SPENDZ: Gen Z Changes Everything Summary

Core Content

This report, Spend Z: Gen Z Changes Everything, is a collaborative effort between NielsenIQ, GfK, and World Data Lab. It provides insights into the spending habits, values, and future potential of Gen Z, a generation expected to be the largest and wealthiest in history, with spending power projected to reach $12 trillion USD by 2030. The report aims to help brands and retailers in the consumer-packaged goods (CPG) and tech and durables (T&D) industries understand how to engage with Gen Z to build long-term loyalty and unlock future revenue.

Main Points

Gen Z Demographics

• Gen Z is defined as those born between 1997 and 2012, currently aged 12–27.
• It is the largest generation ever, expected to reach 2 billion people.
• Gen Z will overtake Baby Boomers in spending by 2029 and be the highest consumer spending class in many regions by 2030.

Spending Power

• In 2024, Gen Z accounts for 17.1% of global spending, totaling ~$9.8 trillion USD.
• By 2030, this will increase to 18.7%, with global spending reaching $67.2 trillion USD.
• Gen Z will spend $12.6 trillion USD by 2030 and $21.6 trillion USD by 2034, surpassing all other generations in growth.

Key Consumer Traits

• Digital Natives: Gen Z is the first generation to grow up with digital technology, influencing their shopping behaviors and brand interactions.
• Value-Driven: They prioritize affordability, quality, and authenticity in their purchases.
• Non-Western Influence: Over 90% of Gen Z's spending occurs in non-Western countries, making it the least Western generation.
• Diverse Values: They are more racially and ethnically diverse than previous generations and have a strong alignment with social causes and sustainability.

"Say-Do" Consumption Gap

• While Gen Z claims to prioritize sustainability and environmental standards, their actual purchasing behavior includes fast fashion and tech gadgets.
• This gap highlights the importance of aligning brand messaging with real purchasing habits.

Key Executive Takeaways

• Invest in Data: Brands must invest in data that reveals what Gen Z actually values (e.g., sustainability, cruelty-free, etc.) rather than just what they claim.
• Leverage Digital and In-Store Channels: Gen Z engages with both online and in-store shopping, making them a prime target for omnichannel strategies.
• Focus on Value and Authenticity: Gen Z is influenced by value, quality, and authenticity in their purchasing decisions.
• Understand Regional Differences: Spending patterns vary significantly by region, requiring tailored strategies for each market.

Strategic Considerations for Brands and Retailers

1. Gen Z Influence on Private Label Growth: Brands should consider how Gen Z's preference for value and sustainability can drive growth in private label products.
2. Gen Z's Sphere of Influence on Household Purchases: As Gen Z enters adulthood, their preferences will shape household buying decisions.
3. Gen Z Purchase Patterns vs. Other Generations: Their unique traits, such as a preference for digital engagement and authenticity, set them apart.
4. Must-Leverage Marketing Channels: Social media and digital platforms are critical for reaching Gen Z, but in-store shopping remains a significant part of their experience.
5. Securing Lifelong Brand Loyalty: Early engagement with Gen Z can build long-term brand loyalty, which is crucial for future revenue.

Key Insights on Spending Priorities

• Near-Term (0–2 Years): Gen Z is currently focused on digital platforms, with a significant share of their spending on health and beauty, electronics, and tech gadgets.
• Mid-Term (2–10 Years): As they mature, their spending will shift toward more traditional categories, but their influence on the market will grow.
• Long-Term (10+ Years): Gen Z will become the dominant consumer group in many regions, with a growing emphasis on sustainability and ethical consumption.

Conclusion

Gen Z is a generation with immense potential, and their spending habits are complex and evolving. Brands and retailers must invest in understanding their true preferences, leveraging both digital and in-store channels, and aligning with their values to secure long-term loyalty and growth. The report emphasizes the importance of data-driven strategies and the need to bridge the "Say-Do" gap to truly capture Gen Z's spending power.