Japan: Gen Z in 2021 (WGSN report)
In-depth report on Japanese ‘zoomers’: a consumer demographic that, while having plenty in common with peers elsewhere, possesses a mindset shaped by the particular social and economic landscape of early 21st-century Japan.
Across 12 pages I examine how Gen Z Japan is reshaping consumption in its own image as it negotiates ever more precarious times, and offer insight into how brands can resonate with, and attract the spend of, this values-driven yet conflict-averse cohort.
Japan: Gen Z in 2021, for WGSN (Oct. 2021, online & PDF download. Subscriber-only content)