The TotallyAwesome Youth Digital Insights study has reached its ninth year, offering an in-depth analysis of Southeast Asia’s Gen Z (ages 15-28) across Singapore, the Philippines, Malaysia, and Indonesia. The 2024 survey gathered insights from 7,732 young individuals and 2,528 parents, exploring the impact of retail, gaming, and social media on this generation.
As Gen Z continues to emerge as a dominant market force, brands must rethink their strategies to capture their attention. According to the latest findings, Gen Z exhibits distinct shopping behaviors and values. As digital natives, they have a strong sense of social responsibility and are deeply influenced by social media. In this article, cacaFly will break down key youth shopping trends and provide insights to help brands craft more personalized marketing strategies.
1. Gen Z Consumer Preferences: A Strong Sense of Social Responsibility
Gen Z is reshaping market dynamics, placing great importance on brand values and ethical considerations. Their concerns about environmental sustainability, data transparency, and corporate social responsibility are growing each year. Research shows that more than half of Gen Z consumers prefer brands that are trustworthy and affordable. Additionally, they are highly price-conscious, carefully comparing options to seek the best value for their money.
2. Changing Shopping Habits: The Digital Trend
With technological advancements, the way teenagers shop has evolved. Their purchasing journey is characterized by the following key trends:
Source: TotallyAwesome Youth Digital Insights, SEA, 2024
- Social Media as a Shopping Inspiration Hub: TikTok and Instagram have become major platforms for young consumers to discover new products. In the fashion industry, for example:
- 51% of teenage consumers use TikTok to learn about new products.
- 44% of teenage consumers use Instagram for product discovery.
- Mobile-First Shopping: Smartphones are not only the primary source of shopping information but also the main tool for completing purchases. Brands that fail to provide a seamless mobile experience risk losing a significant number of potential consumers.
- Instant Gratification & Convenience: Gen Z prefers a fast, efficient, and hassle-free shopping process. Brands should ensure a smooth checkout experience with features like one-click purchases and quick payment options, while also providing purchase information across multiple platforms.
3. Diversified Ad Exposure: The Power of Retail Media Advertising
Gen Z reacts to advertising differently from previous generations. They are particularly drawn to creative and personalized content and are more likely to share ads with friends or discuss them with family.
Research indicates that retail media ads significantly influence young consumers:
- Over half of Gen Z shoppers search for products they see in ads.
- 34% discuss advertised products with friends.
- 28% ask their parents to purchase advertised products.
This highlights that retail media ads not only capture the attention of Gen Z but also drive conversations on social media, increasing brand awareness and expanding the potential consumer base.
Source: TotallyAwesome Youth Digital Insights, SEA, 2024
4. Case Study: Malaysia – Disney’s Inside Out 2
In the highly competitive movie industry, Disney partnered with TotallyAwesome to launch a strategic promotional campaign for Inside Out 2, aiming to boost awareness, audience anticipation, and box office sales. This campaign specifically targeted Malaysia’s Gen Z, Gen Alpha, and family audiences through the following approaches:
Raising Awareness: Animated Video Ads
The campaign leveraged Animated Video Ads that combined movie trailers with customized character visuals, showcasing the five emotion characters. Clear call-to-action buttons were incorporated, encouraging audiences to click through to the promotional page.
Enhancing Engagement: 3D Interactive Ad
A 3D interactive ad featuring a mini quiz was designed, integrating gamification elements to foster a deeper emotional connection between viewers and the characters.
By utilizing creative content and a deep understanding of the target audience’s behavior, the campaign successfully captured significant attention and strengthened the emotional bond between the brand and its audience. Performance metrics, including click-through rates, view rates, and engagement rates, all surpassed industry benchmarks.
Source: TotallyAwesome
5. Marketing Strategy Recommendations: How to Capture Gen Z Consumers
- Optimize for Mobile: Ensure websites, ads, and shopping processes are mobile-friendly and provide a seamless user experience.
- Emphasize Brand Values: Showcase transparency and social responsibility to build emotional connections with young consumers.
- Invest in Creative Ads: Use humor and interactive content to capture Gen Z’s attention.
- Integrate Social Media with Offline Experiences: Leverage social media to amplify reach while using offline events to enhance consumer engagement.
Conclusion
Gen Z’s shopping trends highlight the acceleration of digitalization while underscoring the importance of brand values and personalization. By deeply understanding their needs and behaviors, brands can establish stronger connections with Gen Z and foster long-term brand loyalty.
Source:
TotallyAwesome: Demystifying Gen Z and Commerce to Accelerate Brand Growth
TotallyAwesome Youth Digital Insights, SEA, 2024
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