Statista trend report on Japan's Generation Z and its impact on consumer trends
Five generations are setting the tone in Japan's consumer markets, with Generation Z, also known as Zoomers, joining as the youngest group of adults with its own disposable income. Born between 1996 and 2010, Gen Z is made up entirely of digital natives who grew up with the World Wide Web. Trends, hobbies, and passions are at the core of their consumption style, and social networking services are providing a constant flow of information to make informed purchase decisions.
However, with consecutive crises, challenging economic conditions, and environmental issues breathing down their necks, the young adults must rethink their relationship with money and consumption habits.
Unlike their international counterparts, social activism and sustainable thinking appear to be far from the minds of Japan's youth. Furthermore, overconsumption out of passion and the susceptibility to short-lived trends seem incompatible with Japan's announcement to work towards more sustainable lifestyles.
This report examines how Generation Z redefines its role as a disruptive generation within Japan's society and the consumer markets, with a focus on factors driving this tech-savvy generation's consumption and spending decisions. Taking sustainable consumption in Japan as an example, it further explores how their openness to new trends creates opportunities for businesses and emerging lifestyles that may be struggling to reach older generations.
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