It seems like only yesterday when we were having heated discussions about how the “unpredictable millennials” are reshaping market trends. Behold, the consumer market is now about to enter a new era, with the coming of age of Generation Z (born between 1996 – 2012).
那些关于“不可预测的千禧世代”如何重塑市场趋势的激烈讨论仿佛就发生在昨天。一转眼，随着Z世代(1996 - 2012年生)长大成人，如今的消费市场也即将进入一个新的时代。
By 2025, Gen Zers will make up a quarter of the population in the APAC region and the scale of the market impact this cohort bears is undeniably promising. When it comes to consumer habits, this young group shares quite a few traits with Millennials (born between 1980–1995), yet they are not simply Millennials 2.0. Marketing groups that dive deep into Gen-Z’s world generally see more desirable results.