Making up 20% of China’s population, “Gen Z” refers to the cohort born between 1995 and 2020 — the first generation of true digital natives who have never known life before the Internet and social media.
Since most Gen Z-ers grew up as the only child in their families, they tend to develop a diverse range of interests and prefer to make connections with others through them.
Having come of age during China’s economic boom, Gen Z doesn’t worry about money. Instead, self-actualization, equality, inclusivity and a sense of belonging are key values for this segment. Enthusiastic and rational, Gen Z-ers don’t follow trends blindly; although they are willing to pay for services that reflect their identity, they also do their homework to be as cost-efficient as possible.
Local in focus, creative in approach and international in thinking, our work has delivered meaningful social and business impact.
We brought inclusive beauty to China by positioning a global beauty brand as a champion of nontraditional and diverse expressions of beauty.