Gen Z elder or wisdom? | dentsu Z
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dentsu Z, is a pioneering force of Gen Z young creatives with a mission to proactively make strategic plans and propose solutions for clients, explore innovative ideas by putting cutting-edge technology into practice and create profound cultural experiences. As both consumers of generation Z and young creatives deliver direct insights, create an intimate psychological connection between the brand and the consumers of the next generation.
We assure you the title is not click bait! Even though Gen Z are mostly seen dancing in the club in midnight, we actually think of ourselves as old people!
It all started from the overnight working before our big pitch day. We overheard the health beneficial pork tripe stew chicken soap, in no time we rushed to the restaurant the next day. Then, we found that we have so much in common: we always play so hard yet are still desperate to maintain wellbeing.
Our discussion continued with various healthcare products we use and our routines to stay healthy. A post-00s talked about his daily care. He takes five or six kinds of supplements from morning to night, including vitamins, white kidney beans and Omega123 etc. Sometimes, he even takes a melatonin gummy at night. Though the rest of us never do so meticulously, we have various routines to stay healthy, such as Chinese style massages, steaming, foot baths. Anything you can imagine or cannot, we've tried them all.
Traditional Chinese medicine treatment
Basically, there are 5 ways that young people stay well.
The late sleepers
People stay up all night using the most luxurious skincare products, who want to be healthy while not wasting their good time at night.
Sports and outdoor lovers
Fitness, running, dancing, fishing, camping, surfing……People believe that sports are the best solutions to adjust their physical state and strengthen immunity.
No Zuo No Die people
Drink cola with goji berries. Eat hot pots with a cup of herbal tea. It seems that people indulge in unhealthy habits while trying to make up for the damage caused to their health.
Buddha-like youth
There is nothing urgent. Let it go if there is no time to finish the project.
Exquisite beauty lovers
People buy the most expensive healthcare products and eat the most delicate cuisines. For them, looking good means everything.
For health products, Gen Z has a unique choice.
Low-sugar/low-calorie foods & superfoods
"What to eat today" is the most asked question among dentsu Z team. Besides sports, how to eat well has been the most popular way for Gen Z to stay healthy. Not only does the quality matter, but also the taste of food. For us, everything could work whatever the quality is, but not the food. More than being just full, we eat healthily and safely. Fitness meals, salad, sugar-free or calorie-free food and beverages, or even the superfoods claimed to be rich in nutrition, anything delicious yet without negative effect will be our favorite without question.
Traditional Chinese medicine
Herbal medicine, massage and various TCMs are getting popular among Gen Z. Acupuncture, moxibustion, tuina massage that improve our health externally and internally becomes part of our lives. Long-time working often brings problems to our shoulders and necks, so we go for massages anytime to take a break. Some of us even bought a monthly or yearly membership. Some others shopped online for shoulder and neck massagers and other tools to provide instant relief. Not just in China, TCM is also popular overseas. Just as one of our friends got back from studying abroad said, their colleage opens for free massage appointments every Wednesday, but is always fully booked. Students from any part of the world love it.
It’s also interesting if we look at the data. Health and wellness is in the top 3 in 2020 where young people spend money, with actual consumption accounted for 25.75%, while in 2021 it jumped to the second place, another 7.5% increase compared to 2020.
Health and wellness accounted for 33.27% of young people's spending in 2021
Why do Gen Z increasingly pay attention to healthcare?
Some of the reasons we have looked into as follows.
First of all, the pandemic has accelerated Gen Z’s consciousness of wellness much earlier before they get sick or older. To them, being healthy for now does not mean "no longer getting sick", while living a high quality lifestyle is the key. Secondly, the fast-paced lifestyle of today brings lots of pressure to Gen Z. Given so much news on age-related diseases happening to young people, we have to take good care of our own bodies. Moreover, for those young people who love all kinds of entertainments, they start to focus on healthcare to compensate for their unhealthy behaviors. No Zuo No Die as they claim their lifestyles.
When we look at the data from China Youth Daily, the healthcare industry has changed tremendously. The majority purchasing force of healthcare products has gradually shifted from middle-aged and senior people to the post-90s accounting for more than 25%. This means that Gen Z has become a powerful driving force for healthcare and wellness consumption.
Brands and marketers might start to consider drawing some inspirations from these Gen Z elders’s wisdoms and sneak into this unique market. Just a thought. We old people are off to take some vitamines for today.
Author: dentsu Z
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