Understanding Gen Z consumers in emerging Asian markets

Gen Z is attracting interest as the most recent generational cohort of consumers. The region comprises countries and territories that are diverse in many socioeconomic aspects. Accordingly, this impacts Gen Z, whose members were born between 1996/97 and 2012. The share of the Gen Z population is relatively high in emerging Asian markets, exceeding 25 percent in some. The rising number of Gen Z consumers in the coming years creates a need for significant changes in how brands and companies operate. Looking at the current consumption behavior of Gen Z in emerging Asian economies, some key messages can be noted to better cater to young consumers.