理解Z世代.pdf

How Americas largest, most diverse, best-educated, and most financially-powerful generation will shape the future.Introduction 1 Personal Values and Life Outlook 6 Political Identity and Perceptions of the World 13 Media Consumption 22 Consumer Habits 26 TABLE OF CONTENTS 1 INTRODUCTION A superlative generation in many regards, Gen Z is on track to be the largest, most ethnically-diverse, best-educated, and most financially-powerful generation ever. In the coming years, their distinctive habits will play an outsized role in shaping American culture and commerce. Gen Z is composed of those Americans born between 1997 and 2012. Research on this generation is still in its nascent stage, and many of the conceptions about Gen Z are premised on a shaky foundation of speculation and conjecture. In this report, we employ Morning Consults survey research technology to let Gen Z adults speak for themselves. Based on nearly 1,000 survey interviews with 18-21 year-olds, this report will dig into their values, habits, aspirations, politics, and concerns, offering a detailed overview of the ideas that are shaping Gen Z adults, and the ways they differ from the generations that came before them. HOW WE CONDUCTED THIS REPORT This report is primarily based on a survey of 3,022 U.S. adults, including an oversample of 999 adults aged 18-21. The survey was conducted May 23-26, 2019. The margin of error for Gen Z adults is +/- 3 percentage points, and the margin of error for Gen Z adult sub-demographics range from 4 - 8 percentage points. The “all older adults” demographic - all Americans 22 or older - has a margin of error of +/- 2 percentage points. The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. Additional brand-tracking data in this report comes from Morning Consult Brand Intelligence. Brand Intelligence is the most comprehensive brand tracking platform available, using thousands of daily surveys on over 3,000+ brands to help marketing and communications executives measure brand reputation in real-time. Date ranges and sample sizes for Brand Intelligence data vary and are specified on pages where this data appears. 2 MOTIVATED SOCIALLY CONSCIOUS INDIVIDUALISTIC Making money and having a successful career are the two most universally important life goals for Gen Z adults more than pursuing friends, family, or hobbies. They are also notably more likely than older generations to value doing what it takes to get ahead in life. A predominantly liberal group, civil rights and social justice issues are at the forefront for Gen Z adults. Discrimination is seen as the third most critical threat facing the U.S., and civil rights is the second most important political issue. This filters into how they view politics, interact with brands, and approach personal life decisions. When it comes to how they view themselves, Gen Z adults are largely similar to older generations. But where they differ has a clear trend - Gen Z adults are more likely to value individualistic traits and view their personal identity in terms of what they do, rather than who they are. THREE DEFINING TRAITS OF GEN Z ADULTS3 1 Reversing a trend of declining generational trust, Gen Z adults put slightly more faith in capitalism than millennials. Gen Z adults also have the most positive view of socialism of any generation. 2 Collectively, Google and Apples suite of products make up 11 out of the top 25 brands that Gen Z adults are most likely to use on a daily basis. 3 Gen Z is widely distrustful of institutions and powerful interests, from Wall Street to the news media. Seventy-eight percent say there is a lot of corruption in America. 4 Gen Z liberals are more likely to boycott a brand for political reasons: 39 percent say theyve done so in the past year. 5 The first digitally native generation has a starkly different media diet. A 49 percent plurality get their news from social media, and a majority are on YouTube daily. 6 Gen Z Republicans are far more comfortable with “large government” and socialism than elder Republicans. They also hold more socially liberal views. 7 Gen Z adults are far less America-centric than older adults. They are less likely to say that being an American is important to their identity, and more skeptical that the U.S. sets a good example for the rest of the world. SEVEN IMPORTANT TRENDS4 35 MILLION The initial iPod tagline, “1,000 songs in your pocket” is so quaint 17 years later. Gen Z is accustomed to immediate access to seemingly unlimited information and entertainment, including more than 35 million songs in the Spotify library. 58 Since 2005, 58 Major League Baseball players have been suspended for using steroids. Wide- ranging institutional scandals from the MLB to the Catholic Church to the police have shaped the national dialogue and bred skepticism about systems of power. 1.2 MILLION There are more than 1 million sub-Reddits, each centered around a specific topic. The first post-internet generation has grown up in these global online communities, allowing for new opportunities to pursue niche interests and altering perceptions of boundary and place. 2 Two-day delivery and other seamless online shopping experiences have become commonplace in the years since Gen Z first began spending serious money, driving high expectations about convenience. 17 Gen Z has come-of-age only knowing an America at war, as engagement in Afghanistan stretches into its 17th year. The youngest soldiers currently deployed werent alive for 9/11. 184 MILLION Whether searching for a new restaurant or a smartphone case, crowd-sourced reviews have revolutionized purchasing consideration. Yelp alone has generated over 184 million online reviews. 24 Senseless, intermittent terror has dotted the 21st century landscape. Along with numerous other attacks at home and abroad, there were 24 school shootings that resulted in deaths in 2018. 39% The top 1% of income earners now control 39% of U.S. wealth. A devastating economic collapse in 2008 followed by a slow and, for many, inadequate recovery has engendered financial conservatism and concerns about inequality in young Americans. $4.2 TRILLION Gen Z is entering adulthood as a new consumer ethos is spreading, centered around individual value and self care. The wellness industry is valued at over 4 trillion dollars, as of 2018. 7% Young Americans have only experienced a political system that is bursting at the seams, incapable of solving basic problems or driving a national purpose. Just seven percent of Americans said they trusted Congress “a lot” in December. BY THE NUMBERS: THE WORLD GEN Z HAS GROWN UP INBRAND INTELLIGENCE INTELLIGENT DATA INTELLIGENT DECISIONS Morning Consult is revolutionizing the ways to collect, organize, and share survey research data to transform how decisions are made. Our flagship product, Brand Intelligence, is the most comprehensive brand-management platform available today, giving users unprecedented insight and tools into what consumers think, see, and say about thousands of brands and products. REQUEST A DEMO Nearly 5 million survey research interviews on 3,500+ brands across a dozen countries. morningconsultPERSONAL VALUES + LIFE OUTLOOK More individualistic than previous generations, Gen Z adults are highly motivated and driven by financial interest. 7 By and large, Gen Z adults hold similar values to older Americans, placing a premium on honesty, reliability, and commitment. However, the places where Gen Z adults differ from older generations has a clear trend: they are more likely to put stock in individualistic values and less likely to say hierarchical values are important.Gen Z adults All older adults Doing what it takes to get ahead Individuality Intelligence +15 +6 +4 43% 63% 65% 28% 57% 61% Doing what it takes to get ahead Individuality Intelligence 43% 63% 65% 28% 57% 61% Doing what it takes to get ahead Individuality Intelligence 43% 63% 65% 28% 57% 61% Doing what it takes to get ahead Individuality IntelligenceGen Z adults All older adults Respect for elders Respect for authority Reliability -14 -10 -10 61% 48% 72% 75% 58% Respect for elders Respect for authority Reliability 82% 61% 48% 72% 75% 58% Respect for elders Respect for authority Reliability 82% 61% 48% 72% 75% 58% Respect for elders Respect for authority Reliability 82% VALUES GEN Z CARES ABOUT MORE THAN OLDER ADULTS: VALUES GEN Z CARES ABOUT LESS THAN OLDER ADULTS: Other values tested, with the share of Gen Z adults who say each is very important: Compassion (70%), open-mindedness (67%), rational thinking (61%), authenticity (60%), care for those more needy than yourself (56%), transparency (41%), spirituality (39%). The three most important personal values to Gen Z adults: The share who say each value is very important to their personal identity The values that differentiate Gen Z from older Americans: Measured by the share who say each value is very important to their identity 81% HONESTY 72% RELIABILITY 71% COMMITMENT DEFINING THEMSELVES: A MORE INDIVIDUALISTIC GENERATION8 When considering what shapes their personal identity, Gen Z adults are more likely than average Americans to name concepts tied to what they do, rather than who they are. 49% HOBBIES 49% CAREER 44% GENDER Other concepts tested, with share of Gen Z adults who say each is very important: Sexual orientation (36%), family history (36%), race (34%), hometown (27%), college (19%), politics (18%), social class (17%), high school (15%). The three concepts most important to personal identity for Gen Z adults: The share who say each concept is “very important” to their personal identity The concepts that differentiate Gen Z from older Americans: Measured by the share who say each concept is very important to their personal identityGen Z adults All older adults Career Hobbies Clothing style +19 +17 +12 49% 49% 30% 30% 32% 18% Career Hobbies Clothing style 49% 49% 30% 30% 32% 18% Career Hobbies Clothing style 49% 49% 30% 30% 32% 18% Career Hobbies Clothing styleGen Z adults All older adults Being an American Sexual Orientation Religion -29 -7 -7 34% 36% 31% 63% 43% 38% Being an American Sexual orientation Religion 34% 36% 31% 63% 43% 38% Being an American Sexual orientation Religion 34% 36% 31% 63% 43% 38% Being an American Sexual orientation Religion CONCEPTS GEN Z CARES ABOUT MORE THAN OLDER ADULTS: CONCEPTS GEN Z CARES ABOUT LESS THAN OLDER ADULTS: WHAT SHAPES PERSONAL IDENTITY9 Less than a quarter of Gen Z adults think older generations have made the world a better place. Do you think older generations of Americans have made the world a better place? .But more are optimistic that younger generations will be able to. Do you think younger generations will make the world a better place? Like millennials, Gen Z adults are more optimistic about their personal futures than the future of the world. How optimistic are you about each of the following?Better place About the same Dont know/No opinion Worse placeBetter place About the same Dont know/No opinion Worse placeVery optimistic Somewhat optimistic THE FUTURE OF THE WORLD THE FUTURE OF YOUR PERSONAL WELLBEING THE FUTURE OF THE U.S. THE FUTURE OF PERSONAL FINANCES 28% 26% 25% 28% 44% 44% 42% 39% 31% 35% 34% 33% 37% 39% 40% 39% Millennials Gen Z adults Millennials Gen Z adults Millennials Gen Z adults Millennials Very optimistic Somewhat optimistic Gen Z adults Millennials 28% 26% 25% 28% 44% 44% 42% 39% 31% 35% 34% 33% 37% 39% 40% 39% Millennials Gen Z adults Millennials Gen Z adults Millennials Gen Z adults Millennials Very optimistic Somewhat optimistic Gen Z adults Millennials 28% 26% 25% 28% 44% 44% 42% 39% 31% 35% 34% 33% 37% 39% 40% 39% Millennials Gen Z adults Millennials Gen Z adults Millennials Gen Z adults Millennials Very optimistic Somewhat optimistic Gen Z adults Millennials 28% 26% 25% 28% 44% 44% 42% 39% 31% 35% 34% 33% 37% 39% 40% 39% Millennials Gen Z adults Millennials Gen Z adults Millennials Gen Z adults Millennials Very optimistic Somewhat optimistic Gen Z adults Millennials EXPECTATIONS FOR THE FUTURE 23% 47% 25% 24% 16% 10% 36% 19% Gen Z adults All older adults Better place About the same Dont know/No opinion Worse place Gen Z adults All older adults Gen Z adults All older adults 36% 23% 19% 23% 18% 13% 27% 40% Gen Z adults All older adults10 Largely similar to millennials in terms of life goals, more members of Gen Z adults are motivated to make money and have successful careers. The share who say each of the following are “very important” to them: 70% 69% 61% 58% 55% 55% 53% 43% 39% 37% 12% 60% 59% 59% 60% 55% 56% 51% 46% 39% 39% 7% Making money Having a successful career Having time to pursue hobbies Having a family Having close friends Owning a car Buying a home Being in a romantic relationship Getting married Traveling Being famous Gen Z adults MillennialsGen Z Millennials Making money Having a successful career Having time to pursue hobbies Having a family Having close friends Owning a car Buying a home Being in a romantic relationship Getting married Traveling Being famous A QUARTER OF GEN Z ADULTS HAVE ASPIRATIONS TO BE FAMOUS Maybe its just the optimism of youth, or maybe its a reflection of the growing prevalence of “influencer” culture. Either way, 23 percent of Gen Z adults say being famous is important to them - eight points higher than millennials and 15 points higher than Gen X. AMBITIONS IN LIFE 11 Gen Z adults and millennials both view saving money as a top priority: To what extent is saving money a priority for you? So far, Gen Z adults are less concerned about financial debt: Thinking generally, how concerned are you about your financial debt?A top priority An important, but lower priorityA lot Some Not much 57% 54% 30% 32% Gen Z adults Millennials A top priority An, important, but lower priority Gen Z adults Millennials 32% 43% 22% 25% 12% 13% Gen Z adults Millennials A lot Some Not much Gen Z adults Millennials FINANCIAL CONCERNS HITTING MAJOR FAMILY MILESTONES Two thirds of Gen Z adults plan on getting married by age 30 Another 9% plan on getting married later in life 3% are already married 10% dont plan on getting married .and half plan on having children by that age Another 15% plan on having children later in life 8% already have children 16% say they do not plan on having children.12 Job security and salary are the most important employment factors for Gen Z adults The share who say each factor is very important when considering working for a company.Gen Z Millennials Job security Salary Health care