Gen Z exhibits a discerning approach to spending, with 50% describing themselves as balanced spenders. Majority believe in balancing experiences and possessions. However, luxury brands still hold sway, particularly among “Status Seekers,” who view them as symbols of social prestige and wealth.

Do high-end brands enhance social status?

32%

believe they enhances how
others perceive them

21%

feel they slightly influence
others’ perceptions

28%

see brand influence as important
only in certain social circles

31%

think they don't impact much
on how others view them

Gender differences reveal that 40% of men feel significantly enhanced by using expensive brands compared to 24% of women.
Conversely, 31% of women think brand influence is relevant in specific social circles and 24% of men share this view.

Brands should strike a balance between luxury and practicality, offering products that provide experiential value while maintaining a sense of exclusivity.
For “Status Seekers,” focus on aspirational elements, whereas for “Moderates,” emphasize functionality and value.

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Preferred Advertisement Style

Trendy, stylish, and minimalist ads are preferred, particularly among younger and higher-income respondents, indicating a desire for modern and straightforward messaging

58%

54%

62%

Trendy and stylish

55%

52%

58%

Minimalist and to the point

41%

41%

42%

Informative and fact-based

40%

44%

36%

Humorous

39%

37%

41%

Emotional and heartwarming

27%

26%

28%

Inspirational

30%

33%

27%

Educational or tutorial-based

10%

13%

6%

Celebrity / influencer endorsement

Miniso China’s “Have fun in Miniso”

The campaign used videos, influencer partnerships, and interactive content to appeal to Gen Z’s love for
stylish, budget-friendly items and value-for-money offerings.

Key Trust-Breakers that drive Gen-Z Away

Ignoring Customer Feedback

46% of Gen Z find it offensive when brands ignore their feedback provided to customer service or on shopper reviews.

Overpricing with No Added Value

39% of Gen Z sees this as a major trust issue, indicating a demand for transparency and fairness in pricing.

Poor or Erratic Product Quality

37% are deterred by inconsistent product quality, emphasizing the importance of reliability.

Poor Customer Service

32% are discouraged by subpar customer service, highlighting the need for supportive and responsive brand interactions.

83%

Supporting Controversial Political or Social Issues

77%

Misleading or Offensive Advertising

These insights underscore the importance of maintaining integrity, consistency, and respect in brand practices.

Toyota’s “Start Your Impossible”

The campaign focused on innovation, sustainability, and social responsibility
to rebuild trust after past controversies.