BASE · Among Gen Z (15-29) | Response in % | Note: ↑ indicates the higher % of this group is statistically significant; same for all below
CROSS-MARKET · GEN ZUS = TARGET
Trust it more
CHINA
28
US
41 ↑
KOREA
26
JAPAN
16
Trust it less
CHINA
38
US
35
KOREA
45 ↑
JAPAN
46 ↑
No change
CHINA
35 ↑
US
24
KOREA
29
JAPAN
38 ↑
Raw data table
China
US
Korea
Japan
Trust it more
28
41 ↑
26
16
Trust it less
38
35
45 ↑
46 ↑
No change
35 ↑
24
29
38 ↑
Observations
US Gen Z lead all four markets on trust gain at 41% ↑ — well above China (28%), Korea (26%), and Japan (16%), the most platform-positive Gen Z in the set.
Distrust in the US sits at just 35%, notably below Korea (45% ↑) and Japan (46% ↑) — American Gen Z are far less caught in the platform backlash.
"No change" is lowest in the US at 24%, against China (35% ↑) and Japan (38% ↑) — a more dynamic, fast-shifting relationship with social platforms.
The US is the only market where "trust more" (41% ↑) outweighs "trust less" (35%), inverting the skeptical pattern seen in Korea and Japan.
Q.02
Top Non-Negotiables Amid Rising Prices
What’s the one thing you still won’t compromise on, even if prices rise?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Fashion
CHINA
8
US
10
KOREA
12
JAPAN
6
Beauty
CHINA
12 ↑
US
7
KOREA
10
JAPAN
8
Food
CHINA
34 ↑
US
34 ↑
KOREA
27
JAPAN
38 ↑
Tech / gadgets
CHINA
13
US
9
KOREA
6
JAPAN
7
Experiences (travel, concerts, etc.)
CHINA
8
US
10
KOREA
14
JAPAN
21↑
Healthcare
CHINA
17
US
20 ↑
KOREA
14
JAPAN
15
Alcohol
CHINA
7
US
10 ↑
KOREA
17 ↑
JAPAN
4
Raw data table
China
US
Korea
Japan
Fashion
8
10
12
6
Beauty
12 ↑
7
10
8
Food
34 ↑
34 ↑
27
38 ↑
Tech / gadgets
13
9
6
7
Experiences (travel, concerts, etc.)
8
10
14
21↑
Healthcare
17
20 ↑
14
15
Alcohol
7
10 ↑
17 ↑
4
Observations
Healthcare is a uniquely US non-negotiable at 20% ↑, above China (17%), Korea (14%), and Japan (15%) — a reflection of the precarity of US healthcare access.
Food anchors the US at 34% ↑, tied with China and below Japan (38% ↑) — the universal Gen Z floor holds here too.
Alcohol holds firm in the US at 10% ↑, above China (7%) and Japan (4%) but behind Korea's market-leading 17% ↑.
Experiences register only 10% in the US, less than half Japan's 21% ↑ — experiential consumption carries less protective weight for American Gen Z.
Beauty is lowest in the US at 7%, against China's leading 12% ↑ — appearance spending is the easiest thing to cut here.
Q.03
Responses to Rising Prices
When prices go up, what do you do?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Cut back on non-essentials
CHINA
36 ↑
US
28
KOREA
26
JAPAN
31
Look for cheaper alternatives
CHINA
13
US
32 ↑
KOREA
37 ↑
JAPAN
35 ↑
Buy less overall
CHINA
19
US
24 ↑
KOREA
27 ↑
JAPAN
20
No change
CHINA
32 ↑
US
16
KOREA
10
JAPAN
14
Raw data table
China
US
Korea
Japan
Cut back on non-essentials
36 ↑
28
26
31
Look for cheaper alternatives
13
32 ↑
37 ↑
35 ↑
Buy less overall
19
24 ↑
27 ↑
20
No change
32 ↑
16
10
14
Observations
US Gen Z trade down rather than retreat: 32% ↑ look for cheaper alternatives, alongside Korea (37% ↑) and Japan (35% ↑), and far above China (13%).
"Buy less overall" reaches 24% ↑ in the US, matching the active-adaptation pattern in Korea (27% ↑) and above China (19%).
Only 16% of US Gen Z report no change, half China's stable 32% ↑ — American Gen Z are reacting to price pressure, not absorbing it.
Cutting non-essentials at 28% in the US trails China's leading 36% ↑ — substitution, not subtraction, is the default US move.
Q.04
Emotional Responses to Economic Tensions
Global conflicts and economic tensions make you feel (such as tariff, trade talks)…
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Anxious
CHINA
8
US
26 ↑
KOREA
27 ↑
JAPAN
36 ↑
Motivated to stay informed
CHINA
52 ↑
US
37
KOREA
40 ↑
JAPAN
33
Numb – it’s too much
CHINA
11
US
12
KOREA
16
JAPAN
14
Indifferent – doesn’t affect me much
CHINA
29 ↑
US
25 ↑
KOREA
17
JAPAN
16
Raw data table
China
US
Korea
Japan
Anxious
8
26 ↑
27 ↑
36 ↑
Motivated to stay informed
52 ↑
37
40 ↑
33
Numb – it’s too much
11
12
16
14
Indifferent – doesn’t affect me much
29 ↑
25 ↑
17
16
Observations
Anxiety about global conflicts and trade tensions hits 26% ↑ in the US, against China's striking calm at 8% — and in line with Korea (27% ↑) and Japan (36% ↑).
"Motivated to stay informed" reaches 37% in the US, below China's market-leading 52% ↑ and Korea (40% ↑) — engaged, but less so than Asian peers.
Indifference runs high at 25% ↑ in the US, second only to China (29% ↑) and well above Korea (17%) and Japan (16%) — a sizeable information-fatigue segment.
Numbness sits at 12% in the US, near the bottom alongside China (11%), below Korea (16%) and Japan (14%).
Q.05
#1 Financial Priority
What’s your #1 financial priority right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Saving
CHINA
33
US
32
KOREA
33
JAPAN
34
Paying off debt
CHINA
3
US
9
KOREA
6
JAPAN
6
Investing
CHINA
14
US
16
KOREA
24 ↑
JAPAN
15
Spending on things that bring joy
CHINA
40 ↑
US
18
KOREA
25
JAPAN
33
Supporting family
CHINA
9
US
25 ↑
KOREA
12
JAPAN
12
Raw data table
China
US
Korea
Japan
Saving
33
32
33
34
Paying off debt
3
9
6
6
Investing
14
16
24 ↑
15
Spending on things that bring joy
40 ↑
18
25
33
Supporting family
9
25 ↑
12
12
Observations
Supporting family is a uniquely US priority at 25% ↑, nearly triple China (9%) and double Korea (12%) and Japan (12%) — a sign of acute US cost-of-living pressure on households.
Saving is universal and flat at 32% in the US, essentially matching all markets (33–34%).
Spending on joy lands at just 18% in the US, less than half China's market-leading 40% ↑ — American Gen Z defer pleasure spending.
Investing at 16% in the US trails Korea's market-first 24% ↑ but sits in line with China (14%) and Japan (15%).
Debt payoff at 9% is highest in the US, triple China (3%), reflecting heavier credit exposure among US Gen Z.
Q.06
What Feels Like Luxury
What feels like luxury to you these days?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Eating out
CHINA
6
US
16 ↑
KOREA
10
JAPAN
16
Traveling
CHINA
14
US
19
KOREA
22
JAPAN
34 ↑
Time off
CHINA
9
US
13
KOREA
10
JAPAN
12
Having no financial anxiety
CHINA
27 ↑
US
27 ↑
KOREA
15
JAPAN
20
High-quality basics (clothes, skincare, tech)
CHINA
44 ↑
US
25 ↑
KOREA
43 ↑
JAPAN
19
Raw data table
China
US
Korea
Japan
Eating out
6
16 ↑
10
16
Traveling
14
19
22
34 ↑
Time off
9
13
10
12
Having no financial anxiety
27 ↑
27 ↑
15
20
High-quality basics (clothes, skincare, tech)
44 ↑
25 ↑
43 ↑
19
Observations
Financial peace of mind tops the US luxury definition at 27% ↑, tied with China and 12pp above Korea (15%) — monetary calm feels scarce.
Eating out as luxury is highest in the US at 16% ↑, against China's lowest 6% — dining out registers as an elevated pleasure for American Gen Z.
High-quality basics reach 25% ↑ in the US but trail China (44% ↑) and Korea (43% ↑) — elevated essentials are less aspirational here.
Travel as luxury sits at 19% in the US, behind Japan's leading 34% ↑ — desired, but not the scarcest indulgence.
Q.07
Sentiment About Financial Future
How optimistic are you about your financial future?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Very optimistic
CHINA
38 ↑
US
39 ↑
KOREA
20
JAPAN
12
Cautiously hopeful
CHINA
24
US
29
KOREA
27
JAPAN
35 ↑
Neutral
CHINA
33
US
22
KOREA
33
JAPAN
26
Pessimistic
CHINA
5
US
10
KOREA
20 ↑
JAPAN
26 ↑
Raw data table
China
US
Korea
Japan
Very optimistic
38 ↑
39 ↑
20
12
Cautiously hopeful
24
29
27
35 ↑
Neutral
33
22
33
26
Pessimistic
5
10
20 ↑
26 ↑
Observations
"Very optimistic" hits 39% ↑ in the US, the highest of the four and just ahead of China (38% ↑), more than triple Japan (12%).
Pessimism is low in the US at 10%, half Korea (20% ↑) and well under Japan (26% ↑) — far less financial dread than Asian peers.
Cautious hopefulness reaches 29% in the US, below Japan's hedged 35% ↑ — Americans commit to optimism rather than qualifying it.
Neutral sentiment is lowest in the US at 22%, against China and Korea (33% each) — fewer fence-sitters on the financial future.
Q.08
What's Most Important in a Job
What’s most important in a job today for you?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Stability & benefits
CHINA
28
US
29
KOREA
30
JAPAN
28
Flexibility & freedom
CHINA
24
US
21
KOREA
20
JAPAN
26 ↑
Mission & purpose
CHINA
10
US
20 ↑
KOREA
10
JAPAN
14
Salary & growth potential
CHINA
38 ↑
US
31
KOREA
39 ↑
JAPAN
32
Raw data table
China
US
Korea
Japan
Stability & benefits
28
29
30
28
Flexibility & freedom
24
21
20
26 ↑
Mission & purpose
10
20 ↑
10
14
Salary & growth potential
38 ↑
31
39 ↑
32
Observations
Mission and purpose is a US signature at 20% ↑, double China (10%) and Korea (10%) — the clearest US-versus-Asia ideology gap.
Stability and benefits are consistent at 29% in the US, flat across all markets (28–30%) and offering no differentiation.
Salary and growth at 31% in the US trail the pragmatic poles of Korea (39% ↑) and China (38% ↑).
Flexibility and freedom at 21% in the US sit mid-pack, just below Japan (26% ↑).
Q.09
Views on GLP-1 Medication for Weight Loss
Which statement comes closest to your view on GLP-1 medication for weight loss (e.g., Ozempic, Zepbound, Wegovy)?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
They are changing body standards
CHINA
17 ↑
US
15
KOREA
12
JAPAN
10
They are mainly a health solution
CHINA
19 ↑
US
17
KOREA
19 ↑
JAPAN
14
They create unhealthy pressure to be skinny
CHINA
20
US
24
KOREA
25
JAPAN
22
They don’t really affect society
CHINA
9
US
10
KOREA
10
JAPAN
8
The perspective that skinny is more beautiful is back
CHINA
8
US
18 ↑
KOREA
13
JAPAN
10
Not familiar enough to say
CHINA
27 ↑
US
17
KOREA
20
JAPAN
35 ↑
Raw data table
China
US
Korea
Japan
They are changing body standards
17 ↑
15
12
10
They are mainly a health solution
19 ↑
17
19 ↑
14
They create unhealthy pressure to be skinny
20
24
25
22
They don’t really affect society
9
10
10
8
The perspective that skinny is more beautiful is back
8
18 ↑
13
10
Not familiar enough to say
27 ↑
17
20
35 ↑
Observations
"Skinny is beautiful is back" scores highest in the US at 18% ↑, more than double China (8%) — American Gen Z most acknowledge a thinness resurgence.
Concern about unhealthy skinny pressure leads US views at 24%, in line with all markets (20–25%) — the negative reading is broadly shared.
Unfamiliarity is relatively low in the US at 17%, against China (27% ↑) and Japan (35% ↑) — GLP-1 is a closer, more present discourse here.
"Mainly a health solution" at 17% in the US sits just behind China (19% ↑) and Korea (19% ↑) — a moderate health-framing.
Q.10
Alternative Finance & Cryptocurrency
What do you think best describes why people are turning to alternative ways of making or managing money (such Bitcoin, Ethereum, etc.)?
Social media influence is highest in the US at 18% ↑, against China (11%) and Korea (11%) — crypto is a more viral, peer-driven phenomenon in American digital culture.
"Truly believe in alternative finance" leads in the US at 14% ↑, above China (10% ↑) — genuine conviction runs slightly deeper here.
Higher returns for higher risk at 16% in the US trails Korea's speculative 30% ↑ appetite by a wide margin.
Unfamiliarity is low in the US at 12%, against China (19% ↑) and Japan (28% ↑) — alternative finance is a more familiar topic for US Gen Z.
Optimistic opportunism at 12% in the US sits well below China's market-leading 21% ↑.
Q.11
Biggest Long-Term Threat to Humanity
What do you think poses the biggest long-term threat to humanity?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Climate and environmental collapse
CHINA
24 ↑
US
19
KOREA
21
JAPAN
21
War or geopolitical conflict
CHINA
24 ↑
US
22 ↑
KOREA
17
JAPAN
28 ↑
Technology or AI risks
CHINA
14
US
18
KOREA
21 ↑
JAPAN
17
Economic system failure
CHINA
13
US
13
KOREA
21 ↑
JAPAN
14
Individuals who abuse their power (political, wealth, or technological, etc.)
CHINA
18 ↑
US
21 ↑
KOREA
16
JAPAN
13
I don’t believe there is a major threat
CHINA
7
US
8
KOREA
4
JAPAN
7
Raw data table
China
US
Korea
Japan
Climate and environmental collapse
24 ↑
19
21
21
War or geopolitical conflict
24 ↑
22 ↑
17
28 ↑
Technology or AI risks
14
18
21 ↑
17
Economic system failure
13
13
21 ↑
14
Individuals who abuse their power (political, wealth, or technological, etc.)
18 ↑
21 ↑
16
13
I don’t believe there is a major threat
7
8
4
7
Observations
Power abuse leads US threat views at 21% ↑, above China (18% ↑) — distrust of concentrated political and wealth power is sharpest here.
War and geopolitical conflict reach 22% ↑ in the US, in line with China (24% ↑) and behind Japan's leading 28% ↑.
Climate collapse at 19% in the US trails China's leading 24% ↑ — environmental anxiety is somewhat lower among US Gen Z.
Technology and AI risk at 18% in the US sits below Korea's leading 21% ↑.
Only 8% of US Gen Z deny a major threat exists, near the cross-market floor — over nine in ten acknowledge a long-term threat.
Q.12
Online Male Role Models & "Masculinity" Content
Which best describes how you feel about online male role models and “masculinity” content?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
I welcome it – the society needs views like this to be more balanced
CHINA
22 ↑
US
18
KOREA
7
JAPAN
12
They provide useful guidance
CHINA
28 ↑
US
25
KOREA
18
JAPAN
17
Some are positive, some are harmful
CHINA
31
US
35
KOREA
43 ↑
JAPAN
39
They promote unhealthy values
CHINA
5
US
9
KOREA
12
JAPAN
6
I avoid this kind of content
CHINA
1
US
5
KOREA
5
JAPAN
5
Not familiar with it
CHINA
13 ↑
US
7
KOREA
16 ↑
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
I welcome it – the society needs views like this to be more balanced
22 ↑
18
7
12
They provide useful guidance
28 ↑
25
18
17
Some are positive, some are harmful
31
35
43 ↑
39
They promote unhealthy values
5
9
12
6
I avoid this kind of content
1
5
5
5
Not familiar with it
13 ↑
7
16 ↑
23 ↑
Observations
Balanced "some positive, some harmful" leads US views at 35%, below Korea's most-hedged 43% ↑ but ahead of China (31%).
Useful guidance reaches 25% in the US, behind China's leading 28% ↑ — a practical reading still holds.
Unfamiliarity is lowest in the US at 7%, against China (13% ↑), Korea (16% ↑), and Japan (23% ↑) — the algorithm has surfaced this content most fully for US Gen Z.
Critique is muted: 9% call it unhealthy and 5% avoid it — little outright backlash among American Gen Z.
Q.13
Experience of Being Single
Which best reflects how people your age experience being single today?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
More freedom and independence
CHINA
34 ↑
US
29
KOREA
34 ↑
JAPAN
27
Emotional needs are harder to meet
CHINA
11
US
16 ↑
KOREA
12
JAPAN
9
Less social pressure than before
CHINA
12
US
8
KOREA
14
JAPAN
12
More loneliness
CHINA
6
US
13
KOREA
11
JAPAN
13
A normal way of living – no better or worse than having a spouse
CHINA
28 ↑
US
26
KOREA
22
JAPAN
24
I’m not sure
CHINA
9
US
8
KOREA
7
JAPAN
13
Raw data table
China
US
Korea
Japan
More freedom and independence
34 ↑
29
34 ↑
27
Emotional needs are harder to meet
11
16 ↑
12
9
Less social pressure than before
12
8
14
12
More loneliness
6
13
11
13
A normal way of living – no better or worse than having a spouse
28 ↑
26
22
24
I’m not sure
9
8
7
13
Observations
Emotional difficulty is a distinctly US reading at 16% ↑, above China (11%), Korea (12%), and Japan (9%) — Americans most recognise the harder side of single life.
"Freedom and independence" leads US views at 29%, behind China and Korea (34% ↑ each) but still the top frame.
"A normal way of living" reaches 26% in the US, just under China's leading 28% ↑ — singledom is broadly accepted.
Loneliness sits at 13% in the US, level with Japan (13%) and above China's lowest 6% — a more emotionally mixed profile.
Q.14
AI Impact on Jobs (Next 3 Years)
What do you think AI will mostly do to jobs in the next 3 years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Create more jobs than it replaces
CHINA
19 ↑
US
23 ↑
KOREA
16
JAPAN
15
Replace many existing jobs
CHINA
14
US
24 ↑
KOREA
35 ↑
JAPAN
26 ↑
Change how most jobs are done
CHINA
31 ↑
US
25
KOREA
25
JAPAN
21
Mostly affect certain industries only
CHINA
21
US
19
KOREA
16
JAPAN
21
Still too early to tell
CHINA
14 ↑
US
9
KOREA
8
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Create more jobs than it replaces
19 ↑
23 ↑
16
15
Replace many existing jobs
14
24 ↑
35 ↑
26 ↑
Change how most jobs are done
31 ↑
25
25
21
Mostly affect certain industries only
21
19
16
21
Still too early to tell
14 ↑
9
8
16 ↑
Observations
US Gen Z are split on AI and jobs: 24% ↑ expect replacement and 23% ↑ expect net job creation — divided on whether AI is net positive or negative.
Net job creation at 23% ↑ places the US near China (19% ↑) and ahead of Korea (16%) and Japan (15%) — relative optimism.
Replacement fear at 24% ↑ in the US is well below Korea's most-pessimistic 35% ↑ but above China (14%).
"Change how most jobs are done" at 25% in the US trails China's leading 31% ↑.
Only 9% of US Gen Z say it's too early to tell, below China (14% ↑) and Japan (16% ↑) — a more decided stance.
Q.15
Views of Ultra-Rich Individuals
Which statement comes closest to your view of ultra-rich individuals?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
They deserve their wealth
CHINA
17
US
19
KOREA
21
JAPAN
14
They should contribute more to society
CHINA
31 ↑
US
38 ↑
KOREA
28
JAPAN
29
Their wealth is a sign of system imbalance
CHINA
17
US
18
KOREA
17
JAPAN
16
Their wealth is a result of innovation
CHINA
21 ↑
US
16
KOREA
19
JAPAN
17
I don’t have strong feelings
CHINA
14 ↑
US
9
KOREA
15 ↑
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
They deserve their wealth
17
19
21
14
They should contribute more to society
31 ↑
38 ↑
28
29
Their wealth is a sign of system imbalance
17
18
17
16
Their wealth is a result of innovation
21 ↑
16
19
17
I don’t have strong feelings
14 ↑
9
15 ↑
23 ↑
Observations
"Should contribute more" tops US views at 38% ↑, the highest of the four markets and 7pp above China (31% ↑) — the sharpest redistributive sentiment.
"They deserve their wealth" at 19% in the US sits mid-pack, below Korea (21%) and above Japan (14%).
"Wealth from innovation" at 16% in the US trails China's signature 21% ↑ — less acceptance of the entrepreneurial narrative.
Indifference is lowest in the US at 9%, against China (14% ↑), Korea (15% ↑), and Japan (23% ↑) — American Gen Z hold the strongest opinions on wealth.
Q.16
Global Institutions Focus
What should global institutions focus on most right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Human wellbeing and basic needs
CHINA
15 ↑
US
28 ↑
KOREA
16 ↑
JAPAN
11
Economic stability and growth
CHINA
30
US
28
KOREA
31
JAPAN
29
Climate and environmental protection
CHINA
20 ↑
US
19
KOREA
21 ↑
JAPAN
13
Peace and conflict prevention
CHINA
28
US
21
KOREA
26
JAPAN
36 ↑
I don’t trust global institutions
CHINA
7
US
4
KOREA
6
JAPAN
12
Raw data table
China
US
Korea
Japan
Human wellbeing and basic needs
15 ↑
28 ↑
16 ↑
11
Economic stability and growth
30
28
31
29
Climate and environmental protection
20 ↑
19
21 ↑
13
Peace and conflict prevention
28
21
26
36 ↑
I don’t trust global institutions
7
4
6
12
Observations
Human wellbeing leads US priorities at 28% ↑, the highest of the four and double Japan (11%) — a distinctly humanitarian global outlook.
Economic stability at 28% ties human wellbeing in the US, in line with China (30%), Korea (31%), and Japan (29%).
Peace and conflict prevention at 21% in the US trails Japan's leading 36% ↑ — geopolitical stability is less front-of-mind here.
Distrust in global institutions is lowest in the US at 4%, below China (7%) and Japan (12%) — faith in institutions holds.
Climate protection at 19% in the US sits just behind China (20% ↑) and Korea (21% ↑).
Q.17
What Will Define Global Pop Culture
What will most define global pop culture in the next few years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
CHINA
12
US
28 ↑
KOREA
21 ↑
JAPAN
17
AI-created and AI-assisted content (music, visuals, stories)
CHINA
32 ↑
US
20
KOREA
28 ↑
JAPAN
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
CHINA
17 ↑
US
9
KOREA
7
JAPAN
6
Streaming entertainment (film, TV, K-content, global series)
CHINA
10
US
17 ↑
KOREA
21 ↑
JAPAN
16
Musica scenes and fan communities
CHINA
4
US
7
KOREA
8
JAPAN
14 ↑
Fashion, design, and visual aesthetics
CHINA
11
US
11
KOREA
8
JAPAN
7
I don’t have a strong opinion on this
CHINA
14 ↑
US
9
KOREA
7
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
12
28 ↑
21 ↑
17
AI-created and AI-assisted content (music, visuals, stories)
32 ↑
20
28 ↑
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
17 ↑
9
7
6
Streaming entertainment (film, TV, K-content, global series)
10
17 ↑
21 ↑
16
Musica scenes and fan communities
4
7
8
14 ↑
Fashion, design, and visual aesthetics
11
11
8
7
I don’t have a strong opinion on this
14 ↑
9
7
16 ↑
Observations
Creator-led platforms top the US forecast at 28% ↑, the highest of the four markets and well above China (12%) — reflecting the dominance of the American creator economy.
AI-created content at 20% in the US trails China's most-bullish 32% ↑ — a more tempered synthetic-content forecast.
Streaming entertainment reaches 17% ↑ in the US, alongside Korea (21% ↑) — content-export markets value the format most.
Interactive digital worlds at 9% in the US are half China's leading 17% ↑ — immersive digital is a less American bet.
Only 9% of US Gen Z have no strong opinion, below China (14% ↑) and Japan (16% ↑) — a more opinionated cultural read.
Q.18
Job Market Advantage
In today's job market, what can give people the greatest advantage?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZUS = TARGET
Having the right degree / diploma
CHINA
8
US
13 ↑
KOREA
12
JAPAN
14
Having strong, up-to-date skills
CHINA
20
US
25 ↑
KOREA
18
JAPAN
22
Having the right connections
CHINA
22 ↑
US
20 ↑
KOREA
12
JAPAN
16
Having proven experience
CHINA
18
US
20
KOREA
23 ↑
JAPAN
20
Knowing how to embrace AI at work
CHINA
21 ↑
US
11
KOREA
20 ↑
JAPAN
11
It depends on the field
CHINA
9
US
11
KOREA
15 ↑
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Having the right degree / diploma
8
13 ↑
12
14
Having strong, up-to-date skills
20
25 ↑
18
22
Having the right connections
22 ↑
20 ↑
12
16
Having proven experience
18
20
23 ↑
20
Knowing how to embrace AI at work
21 ↑
11
20 ↑
11
It depends on the field
9
11
15 ↑
16 ↑
Observations
Strong, up-to-date skills lead US views at 25% ↑, the highest of the four markets — capability over credentials.
The right degree is highest in the US at 13% ↑, above China (8%) — credentialism lingers slightly more here.
Connections reach 20% ↑ in the US, tied with China (22% ↑) as the top markets for relationship-driven advantage.
Embracing AI at work is lowest in the US at 11%, half China (21% ↑) and Korea (20% ↑) — tech fluency is less front-of-mind.
Proven experience at 20% in the US sits just behind Korea's leading 23% ↑.
Section
Values and Mindsets
United States
Q.19
Value Statements
Below are some descriptions about how people feel about life or lifestyle. How much do you agree or disagree with each description?
BASE · Among Gen Z (15-29) | Response in % | Top 2 Box (Strongly agree or Agree)
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Stability vs. new excitement Stability is more important than new excitement for me
24W1
71
24W2
70
25W1
79 ↑
25W2
79 ↑
0
Risk-taking I’d rather take a risk than missing out on a good opportunity
24W1
72
24W2
71
25W1
70
25W2
69
▼ 1
Wellbeing I actively care for my mental and emotional health
24W1
81
24W2
82
25W1
85
25W2
86 ↑
▲ 1
Material stability It’s my first priority to maintain material stability in my life
24W1
68
24W2
65
25W1
77 ↑
25W2
77 ↑
0
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
24W1
66
24W2
62
25W1
79 ↑
25W2
79 ↑
0
Relationship I actively build meaningful, supportive relationships
24W1
80
24W2
80
25W1
83
25W2
85 ↑
▲ 2
Fit in I prefer to fit in (rather than stand out)
24W1
52 ↑
24W2
42
25W1
59 ↑
25W2
65 ↑
▲ 6
Authenticity I strive to be true to myself, embracing both strengths and flaws
24W1
81
24W2
85 ↑
25W1
83
25W2
86 ↑
▲ 3
Fulfilling work I get personal satisfaction from my job / school work
24W1
70
24W2
65
25W1
76 ↑
25W2
78 ↑
▲ 2
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
24W1
76
24W2
73
25W1
79
25W2
82 ↑
▲ 3
Ambition I am focused on success and actively pursue success in my personal and professional life
24W1
76
24W2
73
25W1
82 ↑
25W2
86 ↑
▲ 4
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
24W1
57
24W2
57
25W1
65 ↑
25W2
63 ↑
▼ 2
Success I set small goals for myself, instead of pursuing grand success defined by social norms
24W1
74
24W2
75
25W1
73
25W2
73
0
Curiosity I believe curiosity is critical to continue to grow as a person
24W1
82
24W2
80
25W1
83
25W2
80
▼ 3
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
24W1
68
24W2
65
25W1
75 ↑
25W2
76 ↑
▲ 1
Fun Having fun is the most important aspect of life – live in the moment
24W1
77
24W2
75
25W1
79
25W2
80
▲ 1
New excitement I constantly seek activities or things that’ll bring new excitement to my life
24W1
75
24W2
72
25W1
80 ↑
25W2
80 ↑
0
Outdoor I try to get outdoors as much as possible
24W1
69
24W2
66
25W1
74 ↑
25W2
76 ↑
▲ 2
Looking good It’s important for me to look attractive and appealing
24W1
74
24W2
71
25W1
76
25W2
79 ↑
▲ 3
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
24W1
61
24W2
55
25W1
67 ↑
25W2
↑
Raw data table
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
71
70
79 ↑
79 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
72
71
70
69
Wellbeing I actively care for my mental and emotional health
81
82
85
86 ↑
Material stability It’s my first priority to maintain material stability in my life
68
65
77 ↑
77 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
66
62
79 ↑
79 ↑
Relationship I actively build meaningful, supportive relationships
80
80
83
85 ↑
Fit in I prefer to fit in (rather than stand out)
52 ↑
42
59 ↑
65 ↑
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
81
85 ↑
83
86 ↑
Fulfilling work I get personal satisfaction from my job / school work
70
65
76 ↑
78 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
76
73
79
82 ↑
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
76
73
82 ↑
86 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
57
57
65 ↑
63 ↑
Success I set small goals for myself, instead of pursuing grand success defined by social norms
74
75
73
73
Curiosity I believe curiosity is critical to continue to grow as a person
82
80
83
80
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
68
65
75 ↑
76 ↑
Fun Having fun is the most important aspect of life – live in the moment
77
75
79
80
New excitement I constantly seek activities or things that’ll bring new excitement to my life
75
72
80 ↑
80 ↑
Outdoor I try to get outdoors as much as possible
69
66
74 ↑
76 ↑
Looking good It’s important for me to look attractive and appealing
74
71
76
79 ↑
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
61
55
67 ↑
↑
Observations
Wellbeing tops the US dataset at 86% ↑ in 25W2, up from 85% at 25W1 — actively caring for mental and emotional health is the highest-scoring belief US Gen Z hold.
Ambition surges to 86% ↑, up 4pp from 25W1 (82% ↑) and the highest since the tracker began — co-rising with stability (79% ↑) in a "success built on secure foundations" tension.
"Fit in" climbs to 65% ↑, up 6pp from 25W1 (59% ↑), while belonging holds at 79% ↑ — a clear pivot toward collective identity and social integration.
Authenticity (86% ↑) and relationship-building (85% ↑) both hit highs, up 3pp and 2pp from 25W1 — baseline expectations Gen Z hold for themselves.
Risk-taking erodes to 69% from a 24W1 reading of 72%, the lone steady decline — US Gen Z want excitement layered on stability rather than gambled for.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Being happy with who I am
24W1
-
24W2
39
25W1
48 ↑
25W2
42
▼ 6
Building strong relationships, creating community
24W1
-
24W2
36
25W1
33
25W2
38
▲ 5
Constant personal growths, in work or life (new skills, better overall condition)
24W1
-
24W2
37
25W1
32
25W2
36
▲ 4
Achieving happiness despite things don’t always go the way I want
24W1
-
24W2
33
25W1
32
25W2
34
▲ 2
Making a positive impact in the world
24W1
-
24W2
28
25W1
35 ↑
25W2
34 ↑
▼ 1
Self-reliance or independence
24W1
-
24W2
40 ↑
25W1
35
25W2
30
▼ 5
Having autonomy and doing things that I enjoy in work or life
24W1
-
24W2
24
25W1
28
25W2
29 ↑
▲ 1
Achieving personal fulfillment from work / school
24W1
-
24W2
27
25W1
29
25W2
29
0
Achieving tangible, measurable goals
24W1
-
24W2
34 ↑
25W1
27
25W2
28
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Being happy with who I am
-
39
48 ↑
42
Building strong relationships, creating community
-
36
33
38
Constant personal growths, in work or life (new skills, better overall condition)
-
37
32
36
Achieving happiness despite things don’t always go the way I want
-
33
32
34
Making a positive impact in the world
-
28
35 ↑
34 ↑
Self-reliance or independence
-
40 ↑
35
30
Having autonomy and doing things that I enjoy in work or life
-
24
28
29 ↑
Achieving personal fulfillment from work / school
-
27
29
29
Achieving tangible, measurable goals
-
34 ↑
27
28
Observations
"Being happy with who I am" remains the #1 success definition at 42% in 25W2, though down 6pp from a 25W1 peak of 48% ↑ — still dominant despite the dip.
"Making a positive impact in the world" holds at 34% ↑, the only outward-looking definition gaining ground — purpose rising as internal stability settles.
"Building strong relationships" climbs to 38%, up 5pp from 25W1 — connection consolidating as a top-tier marker.
Self-reliance falls sharply to 30% from a 24W2 high of 40% ↑ — independence as a success frame is in clear retreat.
"Achieving tangible, measurable goals" sits low at 28%, signalling traditional outcome-based markers ceding to softer, more emotionally grounded ones.
Q.21
Topics Following Regularly
What topics have you followed the most in the past 6 months?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Healthy, active lifestyle
24W1
27
24W2
27
25W1
31
25W2
28
▼ 3
AI/future technologies
24W1
20
24W2
23
25W1
23
25W2
25 ↑
▲ 2
Work/life balance
24W1
27
24W2
29
25W1
28
25W2
24
▼ 4
Mental wellness
24W1
30 ↑
24W2
30 ↑
25W1
23
25W2
23
0
Trendy / new brands and brand events
24W1
20
24W2
24
25W1
24
25W2
22
▼ 2
Latest cultural, fashion trends
24W1
20
24W2
20
25W1
21
25W2
20
▼ 1
Environmental policies and initiatives / Global warming
AI and future technologies climbs to 25% ↑ in 25W2, up from 23% at 25W1 — the only topic with a consistent, unbroken upward trajectory across all four waves.
Healthy active lifestyle leads at 28%, though down 3pp from 25W1 (31%) — still the top followed topic for US Gen Z.
Mental wellness holds flat at 23%, down from a 24W1 peak of 30% ↑ — normalising into lifestyle rather than a distant topic to follow.
Work style rises to 14% ↑, up 2pp from 25W1 — the changed post-pandemic work landscape is gaining attention as a job-evaluation factor.
Celebrity culture slides to 13% (from a 24W1 reading of 17%) — US Gen Z tuning out traditional celebrity in favour of creators and peer culture.
Q.22
Words to Describe the Past 6 Months
If you can use 3 words or phrases to describe the past 6 months – it could be your feelings or your perspectives for the society, what words would you use?
BASE · Among Gen Z (15-29) | 3 Answers | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Positive
24W1
71
24W2
68
25W1
77 ↑
25W2
79 ↑
▲ 2
Hopeful / optimistic
24W1
19
24W2
18
25W1
24 ↑
25W2
26 ↑
▲ 2
Happy / joyful
24W1
21 ↑
24W2
16
25W1
23 ↑
25W2
25 ↑
▲ 2
Fun
24W1
18 ↑
24W2
14
25W1
20 ↑
25W2
21 ↑
▲ 1
Energetic
24W1
16
24W2
13
25W1
18 ↑
25W2
21 ↑
▲ 3
Thankful
24W1
19
24W2
23
25W1
19
25W2
16
▼ 3
Exciting / Excited
24W1
15
24W2
14
25W1
17
25W2
16
▼ 1
Adventurous / brave
24W1
11
24W2
10
25W1
12
25W2
13
▲ 1
Peaceful / Chill / Relaxed
24W1
12
24W2
13
25W1
15
25W2
12
▼ 3
Encouraged
24W1
8
24W2
11
25W1
10
25W2
11
▲ 1
Content
24W1
9
24W2
10
25W1
9
25W2
10
▲ 1
Negative
24W1
56 ↑
24W2
58 ↑
25W1
49
25W2
47
▼ 2
Stressful
24W1
21 ↑
24W2
21 ↑
25W1
15
25W2
13
▼ 2
Exhausted / Tired
24W1
17 ↑
24W2
16 ↑
25W1
14
25W2
11
▼ 3
Worried / Anxious
24W1
13
24W2
14
25W1
11
25W2
12
▲ 1
Depressed / Sad
24W1
10
24W2
13 ↑
25W1
8
25W2
9
▲ 1
Lost / Confused
24W1
9
24W2
9
25W1
8
25W2
8
0
Helpless
24W1
6
24W2
5
25W1
6
25W2
7
▲ 1
Defeated
24W1
5
24W2
5
25W1
4
25W2
6
▲ 2
Lonely
24W1
8
24W2
8
25W1
6
25W2
6
0
Disappointed
24W1
6
24W2
7 ↑
25W1
5
25W2
5
0
Numb
24W1
6
24W2
6
25W1
5
25W2
5
0
Angry
24W1
4
24W2
3
25W1
3
25W2
4
▲ 1
Neutral
24W1
38
24W2
41 ↑
25W1
40 ↑
25W2
34
▼ 6
Eventful
24W1
15
24W2
14
25W1
17
25W2
16
▼ 1
Routine
24W1
12
24W2
14
25W1
16
25W2
12
▼ 4
Uncertain
24W1
10
24W2
13
25W1
11
25W2
9
▼ 2
Detached / unengaged
24W1
8
24W2
9 ↑
25W1
6
25W2
6
0
Raw data table
24W1
24W2
25W1
25W2
Positive
71
68
77 ↑
79 ↑
Hopeful / optimistic
19
18
24 ↑
26 ↑
Happy / joyful
21 ↑
16
23 ↑
25 ↑
Fun
18 ↑
14
20 ↑
21 ↑
Energetic
16
13
18 ↑
21 ↑
Thankful
19
23
19
16
Exciting / Excited
15
14
17
16
Adventurous / brave
11
10
12
13
Peaceful / Chill / Relaxed
12
13
15
12
Encouraged
8
11
10
11
Content
9
10
9
10
Negative
56 ↑
58 ↑
49
47
Stressful
21 ↑
21 ↑
15
13
Exhausted / Tired
17 ↑
16 ↑
14
11
Worried / Anxious
13
14
11
12
Depressed / Sad
10
13 ↑
8
9
Lost / Confused
9
9
8
8
Helpless
6
5
6
7
Defeated
5
5
4
6
Lonely
8
8
6
6
Disappointed
6
7 ↑
5
5
Numb
6
6
5
5
Angry
4
3
3
4
Neutral
38
41 ↑
40 ↑
34
Eventful
15
14
17
16
Routine
12
14
16
12
Uncertain
10
13
11
9
Detached / unengaged
8
9 ↑
6
6
Observations
Positive sentiment reaches 79% ↑ in 25W2, up 2pp from 25W1 (77% ↑) — a genuine, sustained mood lift among US Gen Z.
Negative sentiment falls to 47% from a 24W2 peak of 58% ↑ — the steepest emotional improvement in the dataset.
Stressful (13%) and exhausted (11%) both drop from 24W1 peaks of 21% ↑ and 17% ↑ — the dominant 2024 negatives have receded sharply.
The rising positives are active, not passive: hopeful (26% ↑), happy (25% ↑), energetic (21% ↑), and fun (21% ↑) all hit highs — forward-looking, engaged feelings.
Neutral sentiment compresses to 34%, down 6pp from 25W1 (40% ↑) — US Gen Z becoming less checked-out and disengaged.
Q.23
One thing that is going well / badly (new question in 25W2)
On top of your mind, what is going well in your life right now? And what is not going well in your life right now? · What is going well now? · What is not going well?
BASE · Among Gen Z (15-29) | Single answer | Response in %
GENERATIONAL BREAKDOWN · UNITED STATESZ · M · X
Relationship with family
GEN Z
11
MILLENNIAL
16 ↑
GEN X
20
School / education
GEN Z
10 ↑
MILLENNIAL
3
GEN X
2
Physical health
GEN Z
8
MILLENNIAL
9
GEN X
8
Mental health
GEN Z
8
MILLENNIAL
8
GEN X
6
Work-life balance
GEN Z
8
MILLENNIAL
8
GEN X
4
Ability to plan for the future
GEN Z
7
MILLENNIAL
8
GEN X
4
Friendship / social connections
GEN Z
7
MILLENNIAL
7
GEN X
8
Overall sense of fulfilment
GEN Z
7
MILLENNIAL
4
GEN X
6
Cost of living / daily expenses
GEN Z
7
MILLENNIAL
4
GEN X
2
Work / career
GEN Z
6
MILLENNIAL
6
GEN X
10
Relationship with digital devices / social media
GEN Z
5
MILLENNIAL
7
GEN X
2
Income stability
GEN Z
5
MILLENNIAL
5
GEN X
4
Exercise / physical activity habits
GEN Z
5
MILLENNIAL
5
GEN X
6
Housing situation
GEN Z
3
MILLENNIAL
4
GEN X
16 ↑
Everything
GEN Z
3
MILLENNIAL
5
GEN X
2
GENERATIONAL BREAKDOWN · UNITED STATESZ · M · X
Income stability
GEN Z
13
MILLENNIAL
13
GEN X
6
Ability to plan for the future
GEN Z
10
MILLENNIAL
8
GEN X
10
Cost of living / daily expenses
GEN Z
9
MILLENNIAL
8
GEN X
8
Work-life balance
GEN Z
8 ↑
MILLENNIAL
10 ↑
GEN X
-
Mental health
GEN Z
8
MILLENNIAL
7
GEN X
16 ↑
Relationship with family
GEN Z
8
MILLENNIAL
5
GEN X
14 ↑
Work / career
GEN Z
7
MILLENNIAL
8
GEN X
6
Overall sense of fulfilment
GEN Z
7
MILLENNIAL
6
GEN X
6
Physical health
GEN Z
6
MILLENNIAL
7
GEN X
8
Relationship with digital devices / social media
GEN Z
6
MILLENNIAL
4
GEN X
4
Exercise / physical activity habits
GEN Z
5
MILLENNIAL
10 ↑
GEN X
6
School / education
GEN Z
4
MILLENNIAL
3
GEN X
-
Friendship / social connections
GEN Z
4
MILLENNIAL
2
GEN X
6
Housing situation
GEN Z
3
MILLENNIAL
5
GEN X
-
Everything
GEN Z
3
MILLENNIAL
3
GEN X
8 ↑
Raw data table
Gen Z
Millennials
Gen X
Relationship with family
11
16 ↑
20
School / education
10 ↑
3
2
Physical health
8
9
8
Mental health
8
8
6
Work-life balance
8
8
4
Ability to plan for the future
7
8
4
Friendship / social connections
7
7
8
Overall sense of fulfilment
7
4
6
Cost of living / daily expenses
7
4
2
Work / career
6
6
10
Relationship with digital devices / social media
5
7
2
Income stability
5
5
4
Exercise / physical activity habits
5
5
6
Housing situation
3
4
16 ↑
Everything
3
5
2
Gen Z
Millennials
Gen X
Income stability
13
13
6
Ability to plan for the future
10
8
10
Cost of living / daily expenses
9
8
8
Work-life balance
8 ↑
10 ↑
-
Mental health
8
7
16 ↑
Relationship with family
8
5
14 ↑
Work / career
7
8
6
Overall sense of fulfilment
7
6
6
Physical health
6
7
8
Relationship with digital devices / social media
6
4
4
Exercise / physical activity habits
5
10 ↑
6
School / education
4
3
-
Friendship / social connections
4
2
6
Housing situation
3
5
-
Everything
3
3
8 ↑
Observations
Relationship with family leads Gen Z's "going well" at 11%, scaling up across generations to Millennials (16% ↑) and Gen X (20%) — the most universal source of positivity.
School/education is uniquely Gen Z at 10% ↑, against just 3% of Millennials and 2% of Gen X — a distinct generational bright spot.
Cost of living registers 7% for Gen Z, against just 4% of Millennials and 2% of Gen X — a Gen Z-skewed source of strain.
Mental health splits evenly with physical health, both at 8% for Gen Z — wellbeing sits at the centre of the cohort's lived reality.
Housing is a distinctly Gen X concern at 16% ↑, versus just 3% for Gen Z — life-stage roles diverge sharply across cohorts.
Q.24
Focus for the Coming 3-6 Months
Thinking ahead about the next 3-6 months, which aspects from the following list · will you focus on?
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Time with family/friends
24W1
39 ↑
24W2
40 ↑
25W1
30
25W2
31
▲ 1
Work/life balance
24W1
36 ↑
24W2
31
25W1
26
25W2
29
▲ 3
Personal development
24W1
31
24W2
34 ↑
25W1
27
25W2
29
▲ 2
Physical health
24W1
39 ↑
24W2
37 ↑
25W1
29
25W2
27
▼ 2
Mental/Emotional health
24W1
-
24W2
-
25W1
31 ↑
25W2
25
▼ 6
Personal finance
24W1
25
24W2
31 ↑
25W1
24
25W2
24
0
Entertainment
24W1
20
24W2
22
25W1
17
25W2
22
▲ 5
Do things that I myself like to do
24W1
31 ↑
24W2
32 ↑
25W1
24
25W2
20
▼ 4
Being in nature
24W1
19
24W2
18
25W1
18
25W2
18
0
Home improvement / renovation
24W1
-
24W2
-
25W1
11
25W2
15
▲ 4
Travel and adventures
24W1
21
24W2
19
25W1
19
25W2
14
▼ 5
Getting to know or use AI more
24W1
9
24W2
8
25W1
11 ↑
25W2
13 ↑
▲ 2
Raw data table
24W1
24W2
25W1
25W2
Time with family/friends
39 ↑
40 ↑
30
31
Work/life balance
36 ↑
31
26
29
Personal development
31
34 ↑
27
29
Physical health
39 ↑
37 ↑
29
27
Mental/Emotional health
-
-
31 ↑
25
Personal finance
25
31 ↑
24
24
Entertainment
20
22
17
22
Do things that I myself like to do
31 ↑
32 ↑
24
20
Being in nature
19
18
18
18
Home improvement / renovation
-
-
11
15
Travel and adventures
21
19
19
14
Getting to know or use AI more
9
8
11 ↑
13 ↑
Observations
Time with family and friends tops the agenda at 31% in 25W2, up 1pp from 25W1, recovering from earlier-wave peaks (40% ↑ at 24W2) as options redistributed.
Getting to know or use AI more rises to 13% ↑, up from 11% ↑ at 25W1 — the only area showing consistent growth, a future-proofing mindset.
Work/life balance climbs to 29%, up 3pp from 25W1 — re-emerging as a near-term priority for US Gen Z.
Entertainment jumps to 22%, up 5pp from 25W1 (17%) — leisure reclaiming focus amid the broader mood lift.
Mental/emotional health drops to 25% from 31% ↑ at 25W1, and travel softens to 14% from 19% — redistribution across newly added options as much as genuine retreat.
Section
Lifestyle
United States
Q.25
Increased Time Spent by Activity
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
24W1
43
24W2
40
25W1
38
25W2
43
▲ 5
Watching TV/movies at home
24W1
43
24W2
40
25W1
38
25W2
34
▼ 4
Time with friends
24W1
33
24W2
31
25W1
35
25W2
31
▼ 4
Resting / sleeping
24W1
36 ↑
24W2
38 ↑
25W1
31
25W2
26
▼ 5
Personal interests and hobbies
24W1
32 ↑
24W2
36 ↑
25W1
26
25W2
25
▼ 1
Self-development
24W1
30
24W2
32 ↑
25W1
26
25W2
25
▼ 1
Cooking
24W1
31
24W2
31
25W1
27
25W2
24
▼ 3
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
24W1
28
24W2
27
25W1
25
25W2
21
▼ 4
School / working at a paid job
24W1
30 ↑
24W2
27 ↑
25W1
21
25W2
20
▼ 1
Personal grooming (putting on makeup, shaving, etc.)
24W1
24
24W2
23
25W1
22
25W2
20
▼ 2
Time with your spouse or significant other
24W1
22
24W2
24
25W1
21
25W2
19
▼ 2
Reading a long-form book (fiction, non-fiction, poetry)
24W1
-
24W2
-
25W1
19
25W2
15
▼ 4
Reading magazines or newspapers, online or offline
24W1
18
24W2
17
25W1
15
25W2
13
▼ 2
None of the above
24W1
2
24W2
2
25W1
2
25W2
2
0
Raw data table
24W1
24W2
25W1
25W2
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
43
40
38
43
Watching TV/movies at home
43
40
38
34
Time with friends
33
31
35
31
Resting / sleeping
36 ↑
38 ↑
31
26
Personal interests and hobbies
32 ↑
36 ↑
26
25
Self-development
30
32 ↑
26
25
Cooking
31
31
27
24
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
28
27
25
21
School / working at a paid job
30 ↑
27 ↑
21
20
Personal grooming (putting on makeup, shaving, etc.)
24
23
22
20
Time with your spouse or significant other
22
24
21
19
Reading a long-form book (fiction, non-fiction, poetry)
-
-
19
15
Reading magazines or newspapers, online or offline
18
17
15
13
None of the above
2
2
2
2
Observations
Browsing social media rebounds to 43% in 25W2, up 5pp from 25W1 (38%) and now standing alone at the top — the deepening grip of algorithmic short-form on US Gen Z attention.
Watching TV/movies at home falls to 34%, down 4pp from 25W1, widening the gap to social media — "scrolling more, doing less."
Resting and sleeping drops to 26% from 24W2's 38% ↑ — the 2024 recovery phase has passed as US Gen Z re-engage with active life.
Self-development and personal interests both retreat to 25%, down from 24W2 peaks of 32% ↑ and 36% ↑ — the "investing in myself" burst is cooling.
The broad direction is deceleration: nearly every tracked activity is flat or declining, with social media the lone category to hold and bounce back.
Q.26
Drivers of Time Investment in Self-Development
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
[Personal growth] Acquiring new skills can enhance my life and personal growth
24W1
-
24W2
39
25W1
43
25W2
39
▼ 4
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
24W1
-
24W2
29
25W1
38
25W2
38
0
[Value of autonomy] It's a way of me prioritizing independence, self-reliance and personal freedom
24W1
-
24W2
36
25W1
39
25W2
34
▼ 5
[Enhancing career] Acquiring new skills can help enhance my career
24W1
-
24W2
35
25W1
33
25W2
32
▼ 1
[Better use of time] I want to use my time better outside work / school
24W1
-
24W2
33
25W1
32
25W2
32
0
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent freelancer
24W1
-
24W2
38
25W1
33
25W2
31
▼ 2
[Sense of belonging] It's a way of getting to know people who have similar interests or hobbies
24W1
-
24W2
21
25W1
26
25W2
30
▲ 4
[Mental health] To relieve stress from work / school and manage negative emotions better
24W1
-
24W2
31
25W1
21
25W2
23
▲ 2
[Diverse interests] My work / school doesn't give me strong enough sense of fulfillment
24W1
-
24W2
19
25W1
16
25W2
21
▲ 5
[Inspiration from social] I was inspired by what I saw people are doing on social media
24W1
-
24W2
17
25W1
21
25W2
21
0
Raw data table
24W1
24W2
25W1
25W2
[Personal growth] Acquiring new skills can enhance my life and personal growth
-
39
43
39
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
-
29
38
38
[Value of autonomy] It's a way of me prioritizing independence, self-reliance and personal freedom
-
36
39
34
[Enhancing career] Acquiring new skills can help enhance my career
-
35
33
32
[Better use of time] I want to use my time better outside work / school
-
33
32
32
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent freelancer
-
38
33
31
[Sense of belonging] It's a way of getting to know people who have similar interests or hobbies
-
21
26
30
[Mental health] To relieve stress from work / school and manage negative emotions better
-
31
21
23
[Diverse interests] My work / school doesn't give me strong enough sense of fulfillment
-
19
16
21
[Inspiration from social] I was inspired by what I saw people are doing on social media
-
17
21
21
Observations
Personal growth leads at 39% in 25W2, down 4pp from 25W1 (43%) — internally driven, but no longer pulling away from the pack.
"Being prepared and adaptive" holds firm at 38%, up from just 29% at 24W2 — learning to survive uncertainty, not only to grow, and not softening as it did in China.
Sense of belonging climbs to 30%, up from 21% at 24W2 — the steepest rise in the table, learning as a social act amid a wider loneliness moment.
Entrepreneurial spirit softens to 31%, down from 38% at 24W2 — startup and side-hustle energy cooling in a high-cost, high-rate environment.
Value of autonomy drops to 34% from 39% at 25W1 — independence-driven learning recedes as preparedness anxiety holds.
Q.27
Drivers of Time Investment in Personal Interests
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
They bring me happiness
24W2
63
25W1
58
25W2
66
▲ 8
To relieve stress from work / school
24W2
52
25W1
49
25W2
47
▼ 2
It's a way of me prioritizing independence, self-reliance and personal freedom
24W2
41
25W1
47
25W2
41
▼ 6
I want to use my time better outside work / school
24W2
36
25W1
36
25W2
41
▲ 5
They align with my personal belief and values
24W2
36
25W1
32
25W2
36
▲ 4
It's a way of getting to know people with similar interests
24W2
27
25W1
31
25W2
35
▲ 4
I was inspired by what I saw people are doing on social media
24W2
25
25W1
22
25W2
34 ↑
▲ 12
Raw data table
24W2
25W1
25W2
They bring me happiness
63
58
66
To relieve stress from work / school
52
49
47
It's a way of me prioritizing independence, self-reliance and personal freedom
41
47
41
I want to use my time better outside work / school
36
36
41
They align with my personal belief and values
36
32
36
It's a way of getting to know people with similar interests
27
31
35
I was inspired by what I saw people are doing on social media
25
22
34 ↑
Observations
Happiness surges to 66% in 25W2, up 8pp from 25W1 (58%) — nearly two in three pursue hobbies because they feel good, leading by a wide margin.
Social-media inspiration jumps to 34% ↑, up 12pp from 25W1 (22%) — algorithm-surfaced content translating directly into real-world hobby uptake.
"Getting to know people with similar interests" rises to 35%, up from 27% at 24W2 — coherent with the broader belonging surge in US Gen Z.
Stress relief eases to 47%, down from 52% at 24W2 — hobbies becoming less about coping and more about genuine enjoyment, the opposite of China.
Autonomy slips to 41% from 47% at 25W1 — hobby motivations shifting from restorative toward expressive and social.
Q.28
Regular Go-To Activities
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
24W1
35
24W2
42
25W1
39
25W2
41
▲ 2
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
24W1
40
24W2
42
25W1
37
25W2
38
▲ 1
Exercise, overall health management (e.g. jogging, walking, strength training)
24W1
37
24W2
37
25W1
37
25W2
33
▼ 4
Sports (e.g. basketball, soccer, skateboarding)
24W1
29
24W2
26
25W1
28
25W2
28
0
Self-development activities (e.g. reading, learning a new skill)
24W1
31
24W2
35 ↑
25W1
28
25W2
28
0
Resting, not doing much or doing less
24W1
36 ↑
24W2
39 ↑
25W1
25
25W2
26
▲ 1
Visiting places that recommend by friends or social media
24W1
21
24W2
19
25W1
25
25W2
25
0
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
24W1
31
24W2
31
25W1
30
25W2
24
▼ 6
Travel somewhere for fun, not for business
24W1
18
24W2
22
25W1
23 ↑
25W2
19
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
35
42
39
41
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
40
42
37
38
Exercise, overall health management (e.g. jogging, walking, strength training)
37
37
37
33
Sports (e.g. basketball, soccer, skateboarding)
29
26
28
28
Self-development activities (e.g. reading, learning a new skill)
31
35 ↑
28
28
Resting, not doing much or doing less
36 ↑
39 ↑
25
26
Visiting places that recommend by friends or social media
21
19
25
25
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
31
31
30
24
Travel somewhere for fun, not for business
18
22
23 ↑
19
Observations
Socializing leads at 41% in 25W2, up 2pp from 25W1 — the most resilient category, the backbone of how US Gen Z spend active time.
Entertainment and culture holds at 38%, up 1pp — going out and seeing things stays durable alongside socializing.
Exercise softens to 33%, down 4pp from 25W1 — a contrast with China's surge, though still one in three regularly exercising.
Outdoor activities drop to 24% from 30% at 25W1 — the clearest decline, as US Gen Z tilt social and cultural over solo-nature.
Resting stabilises at 26%, well below 24W2's 39% ↑ — the "bed-rotting" recovery phase has passed.
Q.29
Exercises / Fitness
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Walking in the city/neighborhood or park in a leisure way
24W1
52
24W2
52
25W1
53
25W2
48
▼ 5
Working out in the gym by myself (without a trainer)
24W1
34
24W2
41
25W1
39
25W2
41
▲ 2
Exercises at home using an App
24W1
27
24W2
25
25W1
33
25W2
33
0
Working out in the gym with a trainer
24W1
22
24W2
16
25W1
27
25W2
28
▲ 1
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
24W1
20
24W2
19
25W1
25
25W2
27
▲ 2
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
24W1
25
24W2
27
25W1
25
25W2
24
▼ 1
Biking around the city/neighborhood in a leisure way
24W1
19
24W2
20
25W1
20
25W2
22
▲ 2
Skateboarding around the city/neighborhood in a leisure way
24W1
13
24W2
10
25W1
10
25W2
18 ↑
▲ 8
Raw data table
24W1
24W2
25W1
25W2
Walking in the city/neighborhood or park in a leisure way
52
52
53
48
Working out in the gym by myself (without a trainer)
34
41
39
41
Exercises at home using an App
27
25
33
33
Working out in the gym with a trainer
22
16
27
28
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
20
19
25
27
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
25
27
25
24
Biking around the city/neighborhood in a leisure way
19
20
20
22
Skateboarding around the city/neighborhood in a leisure way
13
10
10
18 ↑
Observations
Leisure walking still leads at 48% in 25W2, though down 5pp from 25W1 (53%) — the low-barrier default softening slightly.
Skateboarding rebounds to 18% ↑, up 8pp from 25W1 (10%) — an identity-and-community signal, not just a workout.
Solo gym workouts hold strong at 41%, up 2pp from 25W1 — structured, committed formats gaining over casual walking.
Group fitness classes climb to 27%, up from 19% at 24W2 — social, scheduled formats strengthening among regular exercisers.
Trainer-led gym sessions rise to 28% from 16% at 24W2 — workout formats diversifying toward intentional, structured exercise.
Q.30
Sports
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Water sports (e.g. standup paddle boarding, surfing, diving)
9
5
7
5
Cycling (road or mountain, including racing)
5
5
8
5
Skateboarding (traditional board)
1
2
3
3
Street dance
4
3
4
7
Pickleball
4
5
5
6
Rock climbing (indoor or outdoor)
3
3
3
3
HYROX
-
-
-
3
Padel
-
-
-
3
Observations
Mass/established sports remain near-universal at 80% in 25W2, though down 6pp from 25W1 (86%) — nearly four in five sports-playing Gen Z do at least one established sport.
Basketball normalises to 35%, down from a 24W2 peak of 47% ↑ — still the most popular individual sport, but past its spike.
Running rises to 29%, up 6pp from 25W1 — coherent with the broader walking/running trend and run-club culture.
Swimming collapses to 17% from a 25W1 reading of 30% ↑ — the sharpest single-sport drop this wave.
HYROX and Padel both enter at 3% — European-origin fitness sports surfacing in the US Gen Z conversation, worth watching.
Q.31
Outdoor Activities
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
City walks, walk in the park
24W1
37
24W2
42 ↑
25W1
35
25W2
29
▼ 6
Hiking
24W1
31
24W2
32
25W1
34
25W2
29
▼ 5
Camping
24W1
22
24W2
25
25W1
29
25W2
27
▼ 2
Fishing
24W1
24
24W2
26
25W1
25
25W2
22
▼ 3
Biking/Cycling
24W1
23
24W2
29
25W1
24
25W2
21
▼ 3
Flag football
24W1
16
24W2
11
25W1
18
25W2
20 ↑
▲ 2
River trekking
24W1
5
24W2
3
25W1
7
25W2
14 ↑
▲ 7
Streetball
24W1
13
24W2
8
25W1
13
25W2
13
0
Ice-skating
24W1
5
24W2
8
25W1
7
25W2
11 ↑
▲ 4
Street dance
24W1
11
24W2
8
25W1
7
25W2
11
▲ 4
Snowboarding
24W1
6
24W2
8
25W1
8
25W2
11
▲ 3
Glamping
24W1
9
24W2
6
25W1
5
25W2
8
▲ 3
Skiing
24W1
7
24W2
5
25W1
6
25W2
8
▲ 2
Stand-up paddle board
24W1
7 ↑
24W2
3
25W1
6
25W2
8 ↑
▲ 2
Surfing
24W1
9
24W2
7
25W1
7
25W2
7
0
Ultimate frisbee
24W1
3
24W2
3
25W1
4
25W2
5
▲ 1
Raw data table
24W1
24W2
25W1
25W2
City walks, walk in the park
37
42 ↑
35
29
Hiking
31
32
34
29
Camping
22
25
29
27
Fishing
24
26
25
22
Biking/Cycling
23
29
24
21
Flag football
16
11
18
20 ↑
River trekking
5
3
7
14 ↑
Streetball
13
8
13
13
Ice-skating
5
8
7
11 ↑
Street dance
11
8
7
11
Snowboarding
6
8
8
11
Glamping
9
6
5
8
Skiing
7
5
6
8
Stand-up paddle board
7 ↑
3
6
8 ↑
Surfing
9
7
7
7
Ultimate frisbee
3
3
4
5
Observations
City walks lead at 29% in 25W2, though down 6pp from a 24W2 peak of 42% ↑ — the traditional outdoor staple softening.
River trekking jumps to 14% ↑, up 7pp from 25W1 (7%) — among the steepest gains, a social-active outdoor format rising.
Hiking eases to 29%, down 5pp from 25W1 — the second classic staple losing ground alongside city walks.
Flag football climbs to 20% ↑, up 2pp from 25W1 — coherent with the shift toward social, shared-experience outdoor activity.
Ice-skating reaches 11% ↑, up 4pp from 25W1 — the outdoors becoming a social arena as much as a nature escape.
Q.32
Domestic / International Travel Destinations
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Domestic destinations, not including staycations
24W1
57
24W2
63
25W1
56
25W2
55
▼ 1
Staycations
24W1
48
24W2
51
25W1
44
25W2
38
▼ 6
International destinations
24W1
36
24W2
32
25W1
28
25W2
29
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Domestic destinations, not including staycations
57
63
56
55
Staycations
48
51
44
38
International destinations
36
32
28
29
Observations
Domestic travel holds at 55% in 25W2, easing just 1pp from 56% at 25W1 — the stable backbone of US Gen Z leisure travel.
Staycations fall to 38%, down 6pp from 44% and off a 24W2 peak of 51% — local-lodging escapes are in clear retreat.
International travel ticks up to 29% from 28% at 25W1, but sits well below its 24W1 level of 36% — passports, cost, and limited vacation time still cap reach.
The domestic-to-international gap widens to 26pp (55% vs 29%) — US Gen Z keeps travel close to home as the default mode.
Q.33
Types of Destinations
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Well-known nature (mountains, lakes, etc.)
24W2
46
25W1
51
25W2
51
0
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
48
25W1
35
25W2
45
▲ 10
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
24W2
50
25W1
49
25W2
41
▼ 8
Small towns/villages
24W2
35
25W1
39
25W2
38
▼ 1
Remote, niche nature that are not discussed much among friends or on social media
24W2
31
25W1
22
25W2
27
▲ 5
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
55
25W1
45
25W2
49
▲ 4
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
24W2
53
25W1
51
25W2
46
▼ 5
Well-known nature (mountains, lakes, etc.)
24W2
49
25W1
43
25W2
46
▲ 3
Small towns/villages
24W2
34
25W1
36
25W2
38
▲ 2
Remote, niche nature that are not discussed much among friends or on social media
24W2
28
25W1
38
25W2
30
▼ 8
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Remote, niche nature that are not discussed much among friends or on social media
24W2
43
25W1
29
25W2
53 ↑
▲ 24
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
24W2
40
25W1
41
25W2
49
▲ 8
Well-known nature (mountains, lakes, etc.)
24W2
43
25W1
56
25W2
41
▼ 15
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
32
25W1
41
25W2
33
▼ 8
Small towns/villages
24W2
48
25W1
45
25W2
33
▼ 12
Raw data table
24W2
25W1
25W2
Well-known nature (mountains, lakes, etc.)
46
51
51
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
48
35
45
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
50
49
41
Small towns/villages
35
39
38
Remote, niche nature that are not discussed much among friends or on social media
31
22
27
24W2
25W1
25W2
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
55
45
49
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
53
51
46
Well-known nature (mountains, lakes, etc.)
49
43
46
Small towns/villages
34
36
38
Remote, niche nature that are not discussed much among friends or on social media
28
38
30
24W2
25W1
25W2
Remote, niche nature that are not discussed much among friends or on social media
43
29
53 ↑
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
40
41
49
Well-known nature (mountains, lakes, etc.)
43
56
41
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
32
41
33
Small towns/villages
48
45
33
Observations
For domestic trips, well-known nature leads at 51%, flat from 25W1 — recognizable, socially-proven scenery is the reliable anchor.
Cosmopolitan cities rebound to 45% domestically, up 10pp from 35% at 25W1 — urban draw recovers as the biggest domestic mover.
Theme parks soften to 41% domestically (from 49%) and 46% internationally (from 51%) — structured fun cools on both fronts.
On staycations, remote niche nature jumps to 53% ↑, up a striking 24pp from 29% — staying local, US Gen Z seeks escape and quiet over recognizable sights.
Small towns drop to 33% on staycations from 45% at 25W1 — the local discovery instinct skews toward nature, not villages.
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Among Gen Z who traveled domestically | Multiple selections | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
To relax on the beach / in the hotel
24W2
43
25W1
53
25W2
52
▼ 1
For a concert (e.g. Fuji Rock Festival)
24W2
27
25W1
19
25W2
39 ↑
▲ 20
To watch a sports event
24W2
20
25W1
17
25W2
34 ↑
▲ 17
To participate in a sports event (e.g. marathon, triathlon, ski)
24W2
17
25W1
15
25W2
27
▲ 12
For some other cultural events
24W2
33
25W1
24
25W2
24
0
Cruise ship trip
24W2
13
25W1
24
25W2
20
▼ 4
For a film festival
24W2
15
25W1
17
25W2
17
0
I travel regularly so I didn’t have a specific goal
24W2
39 ↑
25W1
31 ↑
25W2
17
▼ 14
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
I travel regularly so I didn’t have a specific goal
24W2
26
25W1
40
25W2
35
▼ 5
To relax on the beach / in the hotel
24W2
40
25W1
40
25W2
32
▼ 8
For some other cultural events
24W2
43 ↑
25W1
21
25W2
30
▲ 9
To participate in a sports event (e.g. marathon, triathlon, ski)
24W2
25
25W1
26
25W2
30
▲ 4
For a concert (e.g. Fuji Rock Festival)
24W2
26
25W1
32
25W2
24
▼ 8
To watch a sports event
24W2
26
25W1
19
25W2
24
▲ 5
For a film festival
24W2
23
25W1
23
25W2
19
▼ 4
Cruise ship trip
24W2
17
25W1
26
25W2
19
▼ 7
Raw data table
24W2
25W1
25W2
To relax on the beach / in the hotel
43
53
52
For a concert (e.g. Fuji Rock Festival)
27
19
39 ↑
To watch a sports event
20
17
34 ↑
To participate in a sports event (e.g. marathon, triathlon, ski)
17
15
27
For some other cultural events
33
24
24
Cruise ship trip
13
24
20
For a film festival
15
17
17
I travel regularly so I didn’t have a specific goal
39 ↑
31 ↑
17
24W2
25W1
25W2
I travel regularly so I didn’t have a specific goal
26
40
35
To relax on the beach / in the hotel
40
40
32
For some other cultural events
43 ↑
21
30
To participate in a sports event (e.g. marathon, triathlon, ski)
25
26
30
For a concert (e.g. Fuji Rock Festival)
26
32
24
To watch a sports event
26
19
24
For a film festival
23
23
19
Cruise ship trip
17
26
19
Observations
Domestically, concert-driven trips surge to 39% ↑, up 20pp from 19% at 25W1 — live music becomes a primary reason to travel.
Watching a sports event jumps to 34% ↑ domestically, up 17pp, and sports participation to 27% (from 15%) — the live experience economy is reshaping US Gen Z travel.
Beach/hotel relaxation holds as the domestic anchor at 52%, barely down from 53% — rest remains the steady baseline trigger.
"Travel regularly, no specific goal" collapses domestically to 17% from a 24W2 high of 39% ↑ — aimless travel is fading; trips now need a reason.
Internationally, cultural events rise to 30% from 21% at 25W1, while concerts soften to 24% from 32% — overseas triggers stay more volatile and moment-driven.
Q.35
Entertainment, Arts, Culture
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Watching TV/movies at home
24W1
56
24W2
57
25W1
55
25W2
57
▲ 2
Shopping
24W1
45
24W2
47
25W1
42
25W2
39
▼ 3
Watching movies in a cinema
24W1
33
24W2
34
25W1
35
25W2
30
▼ 5
Going to concerts, shows, theaters, stage performance
Total category index reaches 1089 ↑ in 25W2, up 18pp from 1071 — broad-based spending continues to expand.
Skincare surges to 61% ↑, up 7pp from 54%, with fragrances at 59% ↑ (up 6pp) — personal-care and self-expression categories lead the lift.
Services hit 88% ↑ and experiences hold at 68% ↑ — US Gen Z keeps investing in intangibles and finance maturity.
Footwear rises to 59% ↑ (from 55%) and sports/exercise spend to 56% ↑ (from 52%) — physical-investment categories build steadily.
Travel/vacation spend drops to 32% from a sustained 38% ↑ run — discretionary travel is the clearest cut amid otherwise broad growth.
Q.42
Categories to Spend More on
Now please take into account of the context of the economy. If you’re to save some costs on shopping for your everyday life, which categories would you still splurge?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Nondurable goods
24W1
63
24W2
59
25W1
64
25W2
62
▼ 2
Food/groceries
24W1
27
24W2
27
25W1
28
25W2
23
▼ 5
Clothing
24W1
24
24W2
27 ↑
25W1
21
25W2
20
▼ 1
Footwear
24W1
15 ↑
24W2
15 ↑
25W1
10
25W2
13
▲ 3
Skincare products
24W1
14
24W2
12
25W1
13
25W2
13
0
Alcohol
24W1
11
24W2
10
25W1
13
25W2
13
0
Fragrances
24W1
10
24W2
11
25W1
13
25W2
11
▼ 2
Supplements/nutritional support
24W1
11
24W2
10
25W1
12
25W2
11
▼ 1
Beverage, not including alcohol
24W1
11
24W2
10
25W1
11
25W2
10
▼ 1
Makeup products
24W1
13
24W2
11
25W1
12
25W2
9
▼ 3
Haircare products
24W1
13 ↑
24W2
14 ↑
25W1
9
25W2
9
0
Luxury/Designer/Premium fashion brands
24W1
5
24W2
5
25W1
6
25W2
6
0
Services
24W1
40 ↑
24W2
35
25W1
34
25W2
41 ↑
▲ 7
Entertainment related (e.g. membership fees, movies, concerts)
Services jump to 41% ↑ as a protected splurge, up 7pp from 34% — the clearest defended-spend lift under budget pressure.
Food/groceries splurge intent falls to 23% from 28% at 25W1 — daily-staple indulgence eases as belts tighten.
Durable goods rise to 37% from 34%, led by personal tech at 17% (from 14%) — staying connected and capable is prioritized.
Health and beauty tech reaches 14% ↑, up 4pp from 10% — device-led self-care holds protected status.
"None of the above" sits at 14% — roughly 1 in 7 US Gen Z report no splurge category at all.
Q.43
Top Alcohol Brands Within Social Circles
Among the alcohol that you purchased in the past 6 months, which brand do you feel is the top choice among your social circle?
BASE · Among Gen Z (21-29) Who Purchased Alcohol P6M | Single Answer | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Chivas Regal
24W1
7
24W2
3
25W1
9
25W2
14 ↑
▲ 5
Smirnoff
24W1
20
24W2
19
25W1
13
25W2
12
▼ 1
Jim Beam
24W1
20 ↑
24W2
8
25W1
10
25W2
12
▲ 2
Hennessy
24W1
9
24W2
11
25W1
13
25W2
9
▼ 4
Absolut
24W1
6
24W2
4
25W1
8
25W2
7
▼ 1
Baileys
24W1
4
24W2
8
25W1
11
25W2
6
▼ 5
Johnnie Walker
24W1
2
24W2
2
25W1
7
25W2
5
▼ 2
Martell
24W1
5 ↑
24W2
-
25W1
-
25W2
5 ↑
Glenfiddich
24W1
2
24W2
-
25W1
3
25W2
5
▲ 2
Bacardi
24W1
7
24W2
10
25W1
6
25W2
3
▼ 3
Havana Club
24W1
1
24W2
2
25W1
2
25W2
3
▲ 1
Rémy Martin
24W1
4
24W2
3
25W1
3
25W2
3
0
Tanqueray
24W1
1
24W2
5
25W1
1
25W2
3
▲ 2
Yamazaki
24W1
-
24W2
1
25W1
1
25W2
3
▲ 2
Hibiki
24W1
-
24W2
1
25W1
-
25W2
2
Royal Salute
24W1
-
24W2
1
25W1
-
25W2
2
The Macallan
24W1
2
24W2
4
25W1
3
25W2
1
▼ 2
Raw data table
24W1
24W2
25W1
25W2
Chivas Regal
7
3
9
14 ↑
Smirnoff
20
19
13
12
Jim Beam
20 ↑
8
10
12
Hennessy
9
11
13
9
Absolut
6
4
8
7
Baileys
4
8
11
6
Johnnie Walker
2
2
7
5
Martell
5 ↑
-
-
5 ↑
Glenfiddich
2
-
3
5
Bacardi
7
10
6
3
Havana Club
1
2
2
3
Rémy Martin
4
3
3
3
Tanqueray
1
5
1
3
Yamazaki
-
1
1
3
Hibiki
-
1
-
2
Royal Salute
-
1
-
2
The Macallan
2
4
3
1
Observations
Chivas Regal surges to 14% ↑ in 25W2, up 5pp from 9% — the clear top social-circle choice and the wave's strongest momentum, signalling Scotch-led premiumization.
Smirnoff slips to 12% from 13%, well off its 24W1 lead of 20% — mass-market vodka keeps losing social standing.
Jim Beam recovers to 12% from 10%, but remains far below its 24W1 peak of 20% ↑ — bourbon's social pull has structurally faded.
Hennessy drops to 9% from 13% at 25W1 — cognac cools as the landscape fragments toward Scotch.
Glenfiddich rises to 5% (from 3%) and Yamazaki to 3% — premium and Japanese whiskies build at the margins of a spread-out top tier.
Q.44
Footwear Categories Purchased Past 6 Months
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Single Answer | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Casual/lifestyle sneakers lead at 53%, down 5pp from 58% but still the unbroken core — off the 24W2 high of 63%.
Performance/sports shoes recover to 35% from 32% at 25W1 — athletic footwear ticks back up as the functional second category.
Outdoor-occasion shoes hold flat at 34% — activity-ready footwear stays a stable anchor.
Boots ease to 29% from 32%, and sandals to 26% from 32% — seasonal and fashion-leaning formats soften.
Flats/loafers hold at 22% and heels at 16% — dressier categories stay a steady minority of the active-built wardrobe.
Q.45
Clothing Categories Purchased Past 6 Months
You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Multiple Answers | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Jeans
24W1
46
24W2
50
25W1
45
25W2
46
▲ 1
Jacket
24W1
30
24W2
33
25W1
33
25W2
35
▲ 2
Sweatshirt / Hoodie
24W1
40
24W2
44 ↑
25W1
31
25W2
33
▲ 2
Shorts/pants
24W1
44
24W2
41
25W1
39
25W2
29
▼ 10
Sweater
24W1
25
24W2
32
25W1
30
25W2
27
▼ 3
Long sleeve/Short sleeve T-shirt
24W1
36
24W2
38
25W1
29
25W2
26
▼ 3
Graphic Tees
24W1
33 ↑
24W2
36 ↑
25W1
24
25W2
23
▼ 1
Yoga pants
24W1
20
24W2
16
25W1
19
25W2
16
▼ 3
Collar shirt
24W1
12
24W2
15
25W1
18
25W2
15
▼ 3
Clothes with specific functions, e.g. quick dry, waterproof
24W1
13
24W2
17
25W1
15
25W2
13
▼ 2
Cardigan
24W1
14
24W2
14
25W1
10
25W2
10
0
Thin jacket with UV protection
24W1
8
24W2
5
25W1
6
25W2
3
▼ 3
Total
24W1
327
24W2
343
25W1
303
25W2
279
▼ 24
Raw data table
24W1
24W2
25W1
25W2
Jeans
46
50
45
46
Jacket
30
33
33
35
Sweatshirt / Hoodie
40
44 ↑
31
33
Shorts/pants
44
41
39
29
Sweater
25
32
30
27
Long sleeve/Short sleeve T-shirt
36
38
29
26
Graphic Tees
33 ↑
36 ↑
24
23
Yoga pants
20
16
19
16
Collar shirt
12
15
18
15
Clothes with specific functions, e.g. quick dry, waterproof
13
17
15
13
Cardigan
14
14
10
10
Thin jacket with UV protection
8
5
6
3
Total
327
343
303
279
Observations
Total clothing index drops to 279 in 25W2, down 24pp from 303 and off a 24W2 peak of 343 — the wardrobe is consolidating into fewer, more considered buys.
Jeans anchor at 46%, up 1pp from 45% — the steadiest staple across waves.
Jackets build to 35%, up 2pp from 33% — the only category nudging consistently upward.
Shorts/pants fall hardest to 29%, down 10pp from 39% — the single biggest category retreat this wave.
Graphic tees ease to 23% from a 24W2 high of 36% ↑ — statement casualwear normalizes downward toward reliable foundations.
Q.46
Type of Footwear /Apparel Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which types of brands did you purchase? · You mentioned you purchased clothes in the past 6 months. Which types of brands did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Clothes P6M | Multiple Answers | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
52
24W2
59
25W1
53
25W2
59
▲ 6
Fast fashion brands (e.g. Zara, H&M)
24W1
35
24W2
34
25W1
34
25W2
40
▲ 6
Streetwear brands (e.g. Vans, Evisu)
24W1
36
24W2
39
25W1
34
25W2
28
▼ 6
Second-hand / Pre-owned
24W1
21
24W2
19
25W1
20
25W2
23
▲ 3
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
20
24W2
15
25W1
30 ↑
25W2
18
▼ 12
Designer brands / Trendy brand
24W1
22
24W2
23
25W1
21
25W2
16
▼ 5
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
44
24W2
47
25W1
49
25W2
55 ↑
▲ 6
Fast fashion brands (e.g. Zara, H&M)
24W1
35
24W2
40
25W1
42
25W2
46 ↑
▲ 4
Streetwear brands (e.g. Vans, Evisu)
24W1
32
24W2
31
25W1
26
25W2
28
▲ 2
Second-hand / Pre-owned
24W1
30
24W2
28
25W1
29
25W2
23
▼ 6
Designer brands / Trendy brand
24W1
21
24W2
21
25W1
19
25W2
17
▼ 2
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
17
24W2
15
25W1
24 ↑
25W2
12
▼ 12
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
52
59
53
59
Fast fashion brands (e.g. Zara, H&M)
35
34
34
40
Streetwear brands (e.g. Vans, Evisu)
36
39
34
28
Second-hand / Pre-owned
21
19
20
23
Luxury fashion brands (e.g. Chanel, Balenciaga)
20
15
30 ↑
18
Designer brands / Trendy brand
22
23
21
16
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
44
47
49
55 ↑
Fast fashion brands (e.g. Zara, H&M)
35
40
42
46 ↑
Streetwear brands (e.g. Vans, Evisu)
32
31
26
28
Second-hand / Pre-owned
30
28
29
23
Designer brands / Trendy brand
21
21
19
17
Luxury fashion brands (e.g. Chanel, Balenciaga)
17
15
24 ↑
12
Observations
For footwear, sportswear brands surge to 59%, up 6pp from 53% — Nike and Lululemon reassert dominance.
Luxury footwear brands collapse to 18% from a 25W1 spike of 30% ↑ — the early-2025 luxury moment proves a spike, not a trend.
For apparel, sportswear reaches 55% ↑ (up 6pp) and fast fashion 46% ↑ (up 4pp) — functional and accessible brands consolidate the wardrobe.
Luxury apparel halves to 12% from a 25W1 high of 24% ↑ — the same luxury pullback shows up across both footwear and clothes.
Streetwear footwear drops to 28% from 34%, while second-hand apparel eases to 23% from 29% — identity-signalling and pre-owned both lose ground to performance-led basics.
Q.47
Footwear / Apparel – Types of Brands Following
Which types of brands are you following or looking for related information regularly?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
48
24W2
52
25W1
54
25W2
51
▼ 3
Streetwear brands (e.g. Vans, Evisu)
24W1
41
24W2
43
25W1
36
25W2
41
▲ 5
Fast fashion brands (e.g. Zara, H&M)
24W1
36
24W2
40
25W1
47
25W2
39
▼ 8
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
21
24W2
19
25W1
25
25W2
28
▲ 3
Designer brands / Trendy brand
24W1
25
24W2
26
25W1
27
25W2
20
▼ 7
White label
24W1
-
24W2
-
25W1
-
25W2
17
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
48
52
54
51
Streetwear brands (e.g. Vans, Evisu)
41
43
36
41
Fast fashion brands (e.g. Zara, H&M)
36
40
47
39
Luxury fashion brands (e.g. Chanel, Balenciaga)
21
19
25
28
Designer brands / Trendy brand
25
26
27
20
White label
-
-
-
17
Observations
Sportswear leads following interest at 51%, easing 3pp from 54% but still the plateaued top — mirroring its purchase dominance.
Streetwear following rebounds to 41%, up 5pp from 36% — US Gen Z still tracks streetwear culture even as purchases shift away.
Fast fashion following drops to 39% from 47% at 25W1 — attention pulls back even where buying recovers.
Luxury following builds to 28%, up 3pp from 25% — US Gen Z watches luxury content even as luxury purchase collapses, classic window-shopping.
White label enters at 17%, nearly matching designer brands (20%) — unbranded quality becomes a legitimate consideration for the value-conscious consumer.
Q.48
Purchase Channel
On which channels or platforms do you purchase footwear / apparel / fashion products?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in % | Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Social Media (e.g. TikTok, Instagram)
24W1
19
24W2
20
25W1
27
25W2
25
▼ 2
Online Generalist Marketplace (e.g. Amazon)
24W1
28
24W2
26
25W1
32
25W2
24
▼ 8
Big box retailer (e.g. Target, Kohl’s, Walmart)
24W1
27
24W2
29
25W1
29
25W2
23
▼ 6
Department store (e.g. Macy’s, Nordstrom)
24W1
21
24W2
25
25W1
21
25W2
16
▼ 5
Online only fashion retailer (e.g. Shein, Temu, Romwe, ASOS)
24W1
20 ↑
24W2
13
25W1
15
25W2
16
▲ 1
Footwear retailer with multiple brands (e.g. Footlocker, DSW)
24W1
17
24W2
20
25W1
20
25W2
15
▼ 5
Brand-specific stores
24W1
12
24W2
13
25W1
13
25W2
14
▲ 1
Online only re-sale or secondhand platform (e.g. StockX, GOAT, DePop, Poshmark)
Live streaming shopping / sales (e.g. YouTube Live, Instagram Live)
5
8
6
11 ↑
Observations
No channel dominates: online generalist marketplaces lead at 24%, down 8pp from 32% — US Gen Z fashion buying stays fragmented and intent-driven.
Social media commerce holds at 25%, easing 2pp from 27% — TikTok and Instagram remain primary discovery-and-buy pathways.
Big box retailers fall to 23% from 29%, and department stores to 16% from 21% — traditional in-store formats soften across the board.
Re-sale platforms climb to 14% from 8%, and online-only footwear stores to 13% ↑ from 8% — resale and niche online channels gain.
Live-streaming shopping rises to 11% ↑, up 5pp from 6% — social commerce's newest format builds from a small base.
Q.49
Beauty brands
What is your favorite skincare/makeup brand?
BASE · Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=160, Millennials n=74, Gen X n=9** | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=116, Millennials n=55, Gen X n=8** | Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · UNITED STATESZ · M · X
Dior
GEN Z
19
MILLENNIAL
18
GEN X
11
L’Oréal Paris
GEN Z
18
MILLENNIAL
19
GEN X
33
Chanel
GEN Z
13 ↑
MILLENNIAL
14 ↑
GEN X
11
LA ROCHE-POSAY
GEN Z
5
MILLENNIAL
8
GEN X
11
SHISEIDO
GEN Z
4
MILLENNIAL
5
GEN X
11
MAC
GEN Z
4
MILLENNIAL
3
GEN X
-
Winona
GEN Z
4
MILLENNIAL
1
GEN X
-
Lancome
GEN Z
4
MILLENNIAL
1
GEN X
-
Laneige
GEN Z
4
MILLENNIAL
-
GEN X
-
Beauty of Joseon
GEN Z
3
MILLENNIAL
3
GEN X
11
SULWHASOO
GEN Z
3
MILLENNIAL
1
GEN X
-
Curél
GEN Z
3
MILLENNIAL
1
GEN X
-
PROYA
GEN Z
3
MILLENNIAL
1
GEN X
-
COSRX
GEN Z
2
MILLENNIAL
3
GEN X
-
Sidekick
GEN Z
2
MILLENNIAL
1
GEN X
-
SK-II
GEN Z
1
MILLENNIAL
9 ↑
GEN X
-
ESTEE LAUDER
GEN Z
1
MILLENNIAL
3
GEN X
11
Medicube
GEN Z
1
MILLENNIAL
1
GEN X
-
La Mer
GEN Z
1
MILLENNIAL
3
GEN X
-
Olive Young
GEN Z
1
MILLENNIAL
-
GEN X
-
SKINCEUTICALS
GEN Z
1
MILLENNIAL
-
GEN X
-
Lab Series
GEN Z
1
MILLENNIAL
1
GEN X
-
Guerlain
GEN Z
1
MILLENNIAL
-
GEN X
-
CPB
GEN Z
1
MILLENNIAL
-
GEN X
-
GENERATIONAL BREAKDOWN · UNITED STATESZ · M · X
Dior
GEN Z
22
MILLENNIAL
29
GEN X
13
L’Oréal Paris
GEN Z
22
MILLENNIAL
18
GEN X
38
Chanel
GEN Z
14
MILLENNIAL
7
GEN X
-
LA ROCHE-POSAY
GEN Z
3
MILLENNIAL
11 ↑
GEN X
-
Lancome
GEN Z
3
MILLENNIAL
4
GEN X
-
ESTEE LAUDER
GEN Z
3
MILLENNIAL
4
GEN X
13
Laneige
GEN Z
3
MILLENNIAL
2
GEN X
-
Beauty of Joseon
GEN Z
3
MILLENNIAL
2
GEN X
-
MAC
GEN Z
3
MILLENNIAL
2
GEN X
-
Guerlain
GEN Z
3
MILLENNIAL
-
GEN X
-
Medicube
GEN Z
3
MILLENNIAL
2
GEN X
-
Winona
GEN Z
3
MILLENNIAL
-
GEN X
-
Olive Young
GEN Z
3
MILLENNIAL
-
GEN X
-
SHISEIDO
GEN Z
3
MILLENNIAL
-
GEN X
-
SK-II
GEN Z
2
MILLENNIAL
5
GEN X
13
Sidekick
GEN Z
2
MILLENNIAL
4
GEN X
13
PROYA
GEN Z
2
MILLENNIAL
2
GEN X
13
La Mer
GEN Z
2
MILLENNIAL
2
GEN X
-
Curél
GEN Z
1
MILLENNIAL
-
GEN X
-
SULWHASOO
GEN Z
1
MILLENNIAL
-
GEN X
-
Bioderma
GEN Z
1
MILLENNIAL
-
GEN X
-
CPB
GEN Z
-
MILLENNIAL
5 ↑
GEN X
-
Raw data table
Gen Z
Millennials
Gen X
Dior
19
18
11
L’Oréal Paris
18
19
33
Chanel
13 ↑
14 ↑
11
LA ROCHE-POSAY
5
8
11
SHISEIDO
4
5
11
MAC
4
3
-
Winona
4
1
-
Lancome
4
1
-
Laneige
4
-
-
Beauty of Joseon
3
3
11
SULWHASOO
3
1
-
Curél
3
1
-
PROYA
3
1
-
COSRX
2
3
-
Sidekick
2
1
-
SK-II
1
9 ↑
-
ESTEE LAUDER
1
3
11
Medicube
1
1
-
La Mer
1
3
-
Olive Young
1
-
-
SKINCEUTICALS
1
-
-
Lab Series
1
1
-
Guerlain
1
-
-
CPB
1
-
-
Gen Z
Millennials
Gen X
Dior
22
29
13
L’Oréal Paris
22
18
38
Chanel
14
7
-
LA ROCHE-POSAY
3
11 ↑
-
Lancome
3
4
-
ESTEE LAUDER
3
4
13
Laneige
3
2
-
Beauty of Joseon
3
2
-
MAC
3
2
-
Guerlain
3
-
-
Medicube
3
2
-
Winona
3
-
-
Olive Young
3
-
-
SHISEIDO
3
-
-
SK-II
2
5
13
Sidekick
2
4
13
PROYA
2
2
13
La Mer
2
2
-
Curél
1
-
-
SULWHASOO
1
-
-
Bioderma
1
-
-
CPB
-
5 ↑
-
Observations
Dior leads Gen Z at 19%, just ahead of L'Oréal Paris (18%) — French prestige tops US Gen Z beauty preference.
Chanel reaches 13% ↑ among Gen Z, significant and nearly matching Millennials (14% ↑) — aspirational French luxury cuts across ages.
Gen X anchors firmly on L'Oréal Paris at 33%, far above Gen Z (18%) — mass-prestige loyalty deepens with age.
SK-II splits sharply by cohort: 9% ↑ among Millennials versus just 1% for Gen Z — a clear generational prestige divide.
K-beauty registers among Gen Z — Laneige (4%), Beauty of Joseon (3%), COSRX (2%) — more prominent in the US than its small overall share suggests.
Q.50
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | Multiple Answers | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
ChatGPT
24W1
54
24W2
51
25W1
68 ↑
25W2
80 ↑
▲ 12
DeepSeek
24W1
-
24W2
-
25W1
15 ↑
25W2
19 ↑
▲ 4
Claude
24W1
-
24W2
-
25W1
-
25W2
14
Grok
24W1
-
24W2
-
25W1
-
25W2
14
VR/AR (Virtual Reality/Augmented) device
24W1
25 ↑
24W2
20
25W1
16
25W2
9
▼ 7
Total
24W1
108
24W2
111
25W1
120
25W2
145
▲ 25
None of the above
24W1
30 ↑
24W2
39 ↑
25W1
21
25W2
10
▼ 11
Raw data table
24W1
24W2
25W1
25W2
ChatGPT
54
51
68 ↑
80 ↑
DeepSeek
-
-
15 ↑
19 ↑
Claude
-
-
-
14
Grok
-
-
-
14
VR/AR (Virtual Reality/Augmented) device
25 ↑
20
16
9
Total
108
111
120
145
None of the above
30 ↑
39 ↑
21
10
Observations
ChatGPT reaches near-universal 80% ↑ among US Gen Z, up 12pp from 68% ↑ — the era of AI non-use is effectively over.
"None of the above" collapses to 10%, down 11pp from 21% and off a 24W2 high of 39% ↑ — AI adoption has crossed into the mainstream.
DeepSeek climbs to 19% ↑ from 15% ↑ — a cross-border tool establishing a durable foothold.
Claude (14%) and Grok (14%) both enter the set this wave — the tool stack is broadening beyond a single default.
The total tool index jumps to 145, up 25pp from 120 — US Gen Z increasingly runs multiple AI tools at once.
Q.51
Attitudes Towards AI
How do you feel about artificial intelligence (AI) – especially what tech companies have already achieved (e.g. ChatGPT, chat apps), and what’s still to come?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | Answer Selection <= 3 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
NET Positive
24W1
78
24W2
79
25W1
85
25W2
88 ↑
▲ 3
Positive
24W1
50
24W2
44
25W1
61 ↑
25W2
59 ↑
▼ 2
Hopeful
24W1
44
24W2
39
25W1
49 ↑
25W2
55 ↑
▲ 6
I like it – boost productivity / efficiency
24W1
42
24W2
50
25W1
51 ↑
25W2
43
▼ 8
Help me connect with friends/family more
24W1
15
24W2
18
25W1
21
25W2
26 ↑
▲ 5
NET Neutral
24W1
55
24W2
61 ↑
25W1
51
25W2
50
▼ 1
Curious
24W1
23
24W2
25
25W1
20
25W2
22
▲ 2
Uncertain / not so sure
24W1
17
24W2
20
25W1
14
25W2
16
▲ 2
Looking forward to more development – wait and see
24W1
19
24W2
22 ↑
25W1
14
25W2
13
▼ 1
Indifferent / neutral
24W1
14
24W2
14
25W1
15
25W2
10
▼ 5
NET Negative
24W1
48 ↑
24W2
45
25W1
39
25W2
41
▲ 2
Concerned
24W1
28 ↑
24W2
28 ↑
25W1
19
25W2
17
▼ 2
Worried / anxious
24W1
23 ↑
24W2
20
25W1
17
25W2
16
▼ 1
Doubtful / unbelieving
24W1
12
24W2
12
25W1
12
25W2
13
▲ 1
Raw data table
24W1
24W2
25W1
25W2
NET Positive
78
79
85
88 ↑
Positive
50
44
61 ↑
59 ↑
Hopeful
44
39
49 ↑
55 ↑
I like it – boost productivity / efficiency
42
50
51 ↑
43
Help me connect with friends/family more
15
18
21
26 ↑
NET Neutral
55
61 ↑
51
50
Curious
23
25
20
22
Uncertain / not so sure
17
20
14
16
Looking forward to more development – wait and see
19
22 ↑
14
13
Indifferent / neutral
14
14
15
10
NET Negative
48 ↑
45
39
41
Concerned
28 ↑
28 ↑
19
17
Worried / anxious
23 ↑
20
17
16
Doubtful / unbelieving
12
12
12
13
Observations
Net positive sentiment reaches 88% ↑ in 25W2, up 3pp from 85% — AI optimism keeps climbing.
Hopeful rises to 55% ↑, up 6pp from 49% ↑ — forward-looking feeling becomes the leading positive frame.
"Boosts productivity" softens to 43% from a 25W1 peak of 51% ↑ — the purely instrumental read of AI loses ground as meaning broadens.
Net negative sentiment holds at 41%, up 2pp from 39% — concern persists; US Gen Z carries optimism and anxiety simultaneously.
"Helps me connect with friends/family" rises to 26% ↑ from 21% — a relational benefit emerging alongside the utility framing.
Q.52
Aspirational Luxury Brands
Among the luxury brands below, which ones do you aspire to purchase from / own?
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Answer Selection <= 3 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Chanel
24W1
21
24W2
23
25W1
26
25W2
29 ↑
▲ 3
Dior
24W1
27
24W2
27
25W1
30
25W2
25
▼ 5
Gucci
24W1
30
24W2
30
25W1
29
25W2
24
▼ 5
Louis Vuitton
24W1
15
24W2
23 ↑
25W1
17
25W2
16
▼ 1
Prada
24W1
13
24W2
20 ↑
25W1
12
25W2
14
▲ 2
CELINE
24W1
8
24W2
11
25W1
9
25W2
11
▲ 2
Burberry
24W1
9
24W2
15 ↑
25W1
10
25W2
11
▲ 1
Valentino
24W1
8
24W2
7
25W1
7
25W2
10
▲ 3
HERMES
24W1
9
24W2
9
25W1
9
25W2
9
0
Canada Goose
24W1
7
24W2
7
25W1
5
25W2
9
▲ 4
Bottega Veneta
24W1
4
24W2
7
25W1
3
25W2
9 ↑
▲ 6
RIMOWA
24W1
-
24W2
-
25W1
6
25W2
9
▲ 3
Saint Laurent
24W1
8
24W2
9
25W1
11
25W2
8
▼ 3
Balenciaga
24W1
6
24W2
13 ↑
25W1
9
25W2
8
▼ 1
Amiri
24W1
7
24W2
7
25W1
8
25W2
8
0
Versace
24W1
13
24W2
15 ↑
25W1
15 ↑
25W2
7
▼ 8
Fendi
24W1
11
24W2
7
25W1
10
25W2
7
▼ 3
Maison Margiela
24W1
5
24W2
6
25W1
4
25W2
6
▲ 2
MARNI
24W1
3
24W2
5
25W1
4
25W2
6
▲ 2
Loewe
24W1
9
24W2
6
25W1
5
25W2
5
0
Moncler
24W1
5
24W2
6
25W1
5
25W2
5
0
Raw data table
24W1
24W2
25W1
25W2
Chanel
21
23
26
29 ↑
Dior
27
27
30
25
Gucci
30
30
29
24
Louis Vuitton
15
23 ↑
17
16
Prada
13
20 ↑
12
14
CELINE
8
11
9
11
Burberry
9
15 ↑
10
11
Valentino
8
7
7
10
HERMES
9
9
9
9
Canada Goose
7
7
5
9
Bottega Veneta
4
7
3
9 ↑
RIMOWA
-
-
6
9
Saint Laurent
8
9
11
8
Balenciaga
6
13 ↑
9
8
Amiri
7
7
8
8
Versace
13
15 ↑
15 ↑
7
Fendi
11
7
10
7
Maison Margiela
5
6
4
6
MARNI
3
5
4
6
Loewe
9
6
5
5
Moncler
5
6
5
5
Observations
Chanel leads aspiration at 29% ↑, up 3pp from 26% — the only brand on a consistent upward climb across all four waves.
Dior (25%) and Gucci (24%) both soften 5pp from 25W1 — logo-driven maximalist brands lose ground from their peaks.
Bottega Veneta jumps to 9% ↑ from 3%, and Rimowa holds at 9% — quiet-luxury and travel-lifestyle names build into legacy-brand territory.
Versace collapses to 7% from a sustained 15% ↑ run — bold, status-loud luxury falls out of aspiration.
Canada Goose (9%) and Marni (6%) nudge upward — the understated, quality-focused cluster gains as logo dependence fades.
Q.53
Luxury Perception
What aspects make a product or experience luxurious? Please choose 2 aspects that are most relevant or important to you.
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Answer Selection = 2 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Unparalleled quality and craftsmanship
24W2
25
25W1
31
25W2
30
▼ 1
Things or experiences that will bring positive emotions to me
24W2
33
25W1
36 ↑
25W2
26
▼ 10
Goods or experiences that are scarce or difficult to obtain
24W2
24
25W1
23
25W2
26
▲ 3
A rich heritage and legacy in brand, craftsmanship, etc.
24W2
23
25W1
21
25W2
26
▲ 5
A famous designer / creator
24W2
21
25W1
16
25W2
26 ↑
▲ 10
A sense of pampering and indulgence
24W2
28
25W1
30
25W2
24
▼ 6
Collectable piece / worth investment – its value will not depreciate or may even appreciate
24W2
26
25W1
26
25W2
24
▼ 2
Higher price
24W2
20
25W1
17
25W2
17
0
Raw data table
24W2
25W1
25W2
Unparalleled quality and craftsmanship
25
31
30
Things or experiences that will bring positive emotions to me
33
36 ↑
26
Goods or experiences that are scarce or difficult to obtain
24
23
26
A rich heritage and legacy in brand, craftsmanship, etc.
23
21
26
A famous designer / creator
21
16
26 ↑
A sense of pampering and indulgence
28
30
24
Collectable piece / worth investment – its value will not depreciate or may even appreciate
26
26
24
Higher price
20
17
17
Observations
Unparalleled quality and craftsmanship leads at 30%, easing just 1pp from 31% — the most stable definition of luxury.
"Positive emotions" drops to 26%, down 10pp from a 25W1 high of 36% ↑ — feeling good is no longer enough to justify luxury.
"Famous designer/creator" jumps to 26% ↑, up 10pp from 16% — luxury increasingly tied to a named creator over institutional heritage.
Heritage and legacy rise to 26% from 21% — enduring brand provenance gains as an aspirational marker.
Higher price holds flat at 17% — price as a luxury proxy stays the least-cited dimension.
Q.54
Drivers for Luxury
What is the most important factor that drove you to purchase from luxury brands for yourself to use in the past 1 year?
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Single Answer | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
To reward myself
24W2
23
25W1
22
25W2
20
▼ 2
To treat myself well
24W2
14
25W1
10
25W2
14
▲ 4
To make me feel special (that I’m enjoying something that are somewhat exclusive)
24W2
13
25W1
15
25W2
13
▼ 2
Exquisite design and quality
24W2
9
25W1
15
25W2
12
▼ 3
To mark my success
24W2
11
25W1
7
25W2
10
▲ 3
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
24W2
8
25W1
9
25W2
9
0
To express my individuality
24W2
11
25W1
9
25W2
8
▼ 1
To gain respect
24W2
-
25W1
-
25W2
7
To show that I’m discerning
24W2
5
25W1
3
25W2
6
▲ 3
As an investment that may appreciate in value over time
24W2
7 ↑
25W1
9 ↑
25W2
2
▼ 7
Raw data table
24W2
25W1
25W2
To reward myself
23
22
20
To treat myself well
14
10
14
To make me feel special (that I’m enjoying something that are somewhat exclusive)
13
15
13
Exquisite design and quality
9
15
12
To mark my success
11
7
10
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
8
9
9
To express my individuality
11
9
8
To gain respect
-
-
7
To show that I’m discerning
5
3
6
As an investment that may appreciate in value over time
7 ↑
9 ↑
2
Observations
"To reward myself" remains the top driver at 20%, easing 2pp from 22% — intimate self-reward anchors luxury motivation.
"To treat myself well" recovers to 14% from 10% — personal, emotional framing strengthens.
"Exquisite design and quality" eases to 12% from 15% at 25W1 — intrinsic-quality buying softens slightly.
"As an investment" collapses to 2% from a 25W1 level of 9% ↑ — the rational financial justification all but disappears.
"To show I'm discerning" rises to 6% from 3% — but external, social justifications stay a minor share overall.
Section
Needs
United States
Q.55
Food and Beverages
What are your main considerations when purchasing food and beverages? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Food P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Good value for the money
24W1
68
24W2
68
25W1
75 ↑
25W2
62
▼ 13
Brings me excitement and enjoyment
24W1
55
24W2
56
25W1
54
25W2
54
0
Shows that I have good taste
24W1
42
24W2
39
25W1
37
25W2
42
▲ 5
I resonate with the value of the brand
24W1
33
24W2
40
25W1
34
25W2
37
▲ 3
It helps me contribute to sustainability (e.g. packaging, minimum waste)
24W1
32 ↑
24W2
22
25W1
23
25W2
32 ↑
▲ 9
Support local community
24W1
30
24W2
30
25W1
25
25W2
32
▲ 7
It can be a conversation piece
24W1
24
24W2
23
25W1
18
25W2
31 ↑
▲ 13
Helps me fit in or to be part of a community
24W1
21
24W2
27
25W1
25
25W2
31 ↑
▲ 6
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
18
24W2
15
25W1
11
25W2
25 ↑
▲ 14
Functional
24W1
90
24W2
86
25W1
95 ↑
25W2
85
▼ 10
Clean and healthy (e.g. minimum additives, non-GMO)
24W1
53 ↑
24W2
52
25W1
55 ↑
25W2
44
▼ 11
Rich in nutrition
24W1
45
24W2
47
25W1
55 ↑
25W2
43
▼ 12
Simplify food preparation / save time
24W1
49 ↑
24W2
51 ↑
25W1
53 ↑
25W2
34
▼ 19
Organic ingredients
24W1
30
24W2
32
25W1
35
25W2
34
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for the money
68
68
75 ↑
62
Brings me excitement and enjoyment
55
56
54
54
Shows that I have good taste
42
39
37
42
I resonate with the value of the brand
33
40
34
37
It helps me contribute to sustainability (e.g. packaging, minimum waste)
32 ↑
22
23
32 ↑
Support local community
30
30
25
32
It can be a conversation piece
24
23
18
31 ↑
Helps me fit in or to be part of a community
21
27
25
31 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
18
15
11
25 ↑
Functional
90
86
95 ↑
85
Clean and healthy (e.g. minimum additives, non-GMO)
53 ↑
52
55 ↑
44
Rich in nutrition
45
47
55 ↑
43
Simplify food preparation / save time
49 ↑
51 ↑
53 ↑
34
Organic ingredients
30
32
35
34
Observations
Functional considerations dip to 85% as the net, down 10pp from 95% ↑ — performance drivers cede ground to emotional ones.
"Good value for money" drops to 62% from a 25W1 peak of 75% ↑ — acute value-seeking eases after spiking last wave.
Time-saving preparation falls hardest to 34%, down 19pp from a 53% ↑ high — convenience loses weight as a buying lens.
KOL/influencer endorsement surges to 25% ↑, up 14pp from 11% — the single biggest emotional-driver jump, signalling creator-economy influence.
"Conversation piece" climbs to 31% ↑ (up 13pp) and "fit in/community" to 31% ↑ — social and belonging motivations rise sharply in food choice.
Q.56
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Alcohol P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Good value for money
24W1
68
24W2
71
25W1
81 ↑
25W2
59
▼ 22
Its value maintains over time / Collectable
24W1
46
24W2
34
25W1
42
25W2
56 ↑
▲ 14
Shows that I have good taste
24W1
49
24W2
53
25W1
52
25W2
44
▼ 8
I resonate with the lifestyle values of the brand or the product concept
24W1
30
24W2
33
25W1
37
25W2
43
▲ 6
Helps me fit in or to be part of a community
24W1
30
24W2
43
25W1
33
25W2
40
▲ 7
It can be a conversation piece
24W1
41
24W2
40
25W1
33
25W2
38
▲ 5
KOL/influencer endorsed or recommended
24W1
28
24W2
19
25W1
23
25W2
35 ↑
▲ 12
Functional
24W1
95
24W2
91
25W1
96
25W2
96
0
Can be easily mixed with other ingredients to create new drinks
24W1
62
24W2
47
25W1
60
25W2
58
▼ 2
Authentic taste of its origin
24W1
46
24W2
57
25W1
40
25W2
46
▲ 6
It’s made of high-quality ingredients and process, and comes from the best origins
24W1
50
24W2
57
25W1
44
25W2
42
▼ 2
Good for gifting
24W1
50
24W2
47
25W1
56
25W2
41
▼ 15
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for money
68
71
81 ↑
59
Its value maintains over time / Collectable
46
34
42
56 ↑
Shows that I have good taste
49
53
52
44
I resonate with the lifestyle values of the brand or the product concept
30
33
37
43
Helps me fit in or to be part of a community
30
43
33
40
It can be a conversation piece
41
40
33
38
KOL/influencer endorsed or recommended
28
19
23
35 ↑
Functional
95
91
96
96
Can be easily mixed with other ingredients to create new drinks
62
47
60
58
Authentic taste of its origin
46
57
40
46
It’s made of high-quality ingredients and process, and comes from the best origins
50
57
44
42
Good for gifting
50
47
56
41
Observations
Functional considerations hold at 96% as the net, flat with 25W1 — performance stays the bedrock of alcohol choice.
"Good value for money" collapses to 59% from a 25W1 peak of 81% ↑, down 22pp — the steepest value-seeking retreat in the category.
Collectable/maintains value surges to 56% ↑, up 14pp from 42% — alcohol reframed as an investment-grade purchase.
KOL/influencer endorsement rises to 35% ↑, up 12pp from 23% — creator influence climbs in the drinks aisle too.
"Fit in/community" reaches 40% (from 33%) and lifestyle resonance 43% (from 37%) — social and identity drivers strengthen as pure value softens.
Q.57
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
98
25W1
99
25W2
100
▲ 1
Good value for the money
24W1
59
24W2
60
25W1
52
25W2
53
▲ 1
Makes me look youthful / young
24W1
27
24W2
22
25W1
28
25W2
37 ↑
▲ 9
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
24W1
31 ↑
24W2
20
25W1
32
25W2
26
▼ 6
Its value maintains over time / Collectable
24W1
20
24W2
22
25W1
24
25W2
25
▲ 1
Helps me fit in or to be part of a community
24W1
23
24W2
21
25W1
25
25W2
24
▼ 1
I resonate with the sport / lifestyle / aesthetic values of the brand
24W1
27
24W2
25
25W1
31
25W2
21
▼ 10
Let’s me customize
24W1
27
24W2
28
25W1
19
25W2
21
▲ 2
Limited edition – it’s rare and owned by few people稀缺性
24W1
18
24W2
18
25W1
11
25W2
21
▲ 10
Looks expensive
24W1
19
24W2
19
25W1
16
25W2
21
▲ 5
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
13
24W2
13
25W1
11
25W2
20
▲ 9
It can be a conversation piece
24W1
21
24W2
23
25W1
24
25W2
18
▼ 6
Function/performance related
24W1
92
24W2
94
25W1
96
25W2
96
0
Comfortable to wear all day
24W1
61
24W2
63
25W1
67
25W2
56
▼ 11
Versatile – good for everyday living (work, school, going out) and doing sports
24W1
48
24W2
56
25W1
51
25W2
50
▼ 1
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
24W1
39
24W2
43
25W1
44
25W2
38
▼ 6
Latest / popular style and elements
24W1
30
24W2
25
25W1
26
25W2
38 ↑
▲ 12
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
98
99
100
Good value for the money
59
60
52
53
Makes me look youthful / young
27
22
28
37 ↑
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
31 ↑
20
32
26
Its value maintains over time / Collectable
20
22
24
25
Helps me fit in or to be part of a community
23
21
25
24
I resonate with the sport / lifestyle / aesthetic values of the brand
27
25
31
21
Let’s me customize
27
28
19
21
Limited edition – it’s rare and owned by few people稀缺性
18
18
11
21
Looks expensive
19
19
16
21
KOL/influencer endorsed or recommended (on social media or live streaming)
13
13
11
20
It can be a conversation piece
21
23
24
18
Function/performance related
92
94
96
96
Comfortable to wear all day
61
63
67
56
Versatile – good for everyday living (work, school, going out) and doing sports
48
56
51
50
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
39
43
44
38
Latest / popular style and elements
30
25
26
38 ↑
Observations
Function/performance considerations hold at 96% as the net, flat with 25W1 — utility remains the foundation of footwear choice.
"Comfortable all day" falls to 56% from a 25W1 high of 67%, down 11pp — even comfort eases as the dominant single driver.
"Latest/popular style" jumps to 38% ↑, up 12pp from 26% — fresh style climbs to sit level with versatility (50%).
"Makes me look youthful" rises to 37% ↑, up 9pp, with limited-edition appeal up to 21% from 11% — youthful and scarcity signals gain.
KOL/influencer endorsement reaches 20%, up 9pp from 11% — creator-driven discovery rises across footwear too.
Q.58
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
99
24W2
98
25W1
99
25W2
99
0
Good value for the money
24W1
52
24W2
66 ↑
25W1
51
25W2
47
▼ 4
Its value maintains over time / Collectable
24W1
22
24W2
23
25W1
24
25W2
30 ↑
▲ 6
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
24W1
19
24W2
14
25W1
28 ↑
25W2
28 ↑
0
Let’s me customize
24W1
38 ↑
24W2
30
25W1
24
25W2
27
▲ 3
Helps me fit in or to be part of a community
24W1
24
24W2
26
25W1
25
25W2
27
▲ 2
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
15
24W2
9
25W1
14
25W2
25 ↑
▲ 11
Makes me look youthful / young
24W1
29
24W2
26
25W1
29
25W2
24
▼ 5
I resonate with the sport / lifestyle / aesthetic values of the brand
24W1
23
24W2
19
25W1
22
25W2
24
▲ 2
Limited edition – it’s rare and owned by few people
24W1
18
24W2
16
25W1
18
25W2
22
▲ 4
It can be a conversation piece
24W1
22
24W2
24
25W1
24
25W2
21
▼ 3
Looks expensive
24W1
16
24W2
20
25W1
19
25W2
17
▼ 2
Function/performance related
24W1
92
24W2
94
25W1
94
25W2
90
▼ 4
Comfortable to wear all day
24W1
65 ↑
24W2
67 ↑
25W1
64
25W2
55
▼ 9
Versatile – good for everyday living (work, school, going out) and doing sports
24W1
51
24W2
50
25W1
50
25W2
46
▼ 4
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
24W1
36
24W2
36
25W1
40
25W2
42
▲ 2
It’s classic and does not go out of date easily
24W1
39
24W2
40
25W1
42
25W2
37
▼ 5
Raw data table
24W1
24W2
25W1
25W2
Emotional
99
98
99
99
Good value for the money
52
66 ↑
51
47
Its value maintains over time / Collectable
22
23
24
30 ↑
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
19
14
28 ↑
28 ↑
Let’s me customize
38 ↑
30
24
27
Helps me fit in or to be part of a community
24
26
25
27
KOL/influencer endorsed or recommended (on social media or live streaming)
15
9
14
25 ↑
Makes me look youthful / young
29
26
29
24
I resonate with the sport / lifestyle / aesthetic values of the brand
23
19
22
24
Limited edition – it’s rare and owned by few people
18
16
18
22
It can be a conversation piece
22
24
24
21
Looks expensive
16
20
19
17
Function/performance related
92
94
94
90
Comfortable to wear all day
65 ↑
67 ↑
64
55
Versatile – good for everyday living (work, school, going out) and doing sports
51
50
50
46
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
36
36
40
42
It’s classic and does not go out of date easily
39
40
42
37
Observations
Function/performance considerations sit at 90% as the net, down 4pp from 94% — utility softens slightly in clothing choice.
"Comfortable all day" drops to 55% from 64%, down 9pp — everyday comfort eases off its earlier dominance.
KOL/influencer endorsement surges to 25% ↑, up 11pp from 14% — creator influence is the clearest emotional-driver gain.
Collectable/maintains value rises to 30% ↑ from 24% — durability and resale logic enter apparel buying.
"Looks expensive" eases to 17% from 19% while sustainability holds at 28% ↑ — status-signalling softens as values-led considerations persist.
Q.59
Beauty
What are your main considerations when purchasing skincare/haircare/makeup products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
99
▼ 1
Good value for money
24W1
65 ↑
24W2
71 ↑
25W1
69 ↑
25W2
56
▼ 13
Makes me look/feel young/youthful
24W1
49
24W2
59 ↑
25W1
57 ↑
25W2
43
▼ 14
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
24W1
27
24W2
26
25W1
31
25W2
30
▼ 1
Helps me fit in or to be part of a community
24W1
26
24W2
25
25W1
26
25W2
29
▲ 3
I resonate with the lifestyle created by the brand/product
24W1
-
24W2
-
25W1
-
25W2
29
I resonate with the aesthetic values of the brand/product
24W1
31
24W2
26
25W1
37
25W2
28
▼ 9
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
22
24W2
19
25W1
17
25W2
25
▲ 8
Makes me feel rich
24W1
25
24W2
16
25W1
25
25W2
24
▼ 1
It looks like a collectible piece of art
24W1
21
24W2
14
25W1
25
25W2
24
▼ 1
It’s rare and owned by few people
24W1
19
24W2
18
25W1
12
25W2
23
▲ 11
It can be a conversation piece
24W1
26
24W2
25
25W1
21
25W2
22
▲ 1
Functional
24W1
91
24W2
95
25W1
90
25W2
85
▼ 5
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
24W1
55
24W2
57
25W1
57
25W2
50
▼ 7
Simpler skincare/haircare/makeup steps to save time
24W1
57 ↑
24W2
56 ↑
25W1
53
25W2
44
▼ 9
Let’s me customize
24W1
40 ↑
24W2
38
25W1
29
25W2
29
0
It employs the most advanced technology & high-tech ingredients
24W1
19
24W2
24
25W1
25
25W2
27 ↑
▲ 2
Gender specific
24W1
19
24W2
27 ↑
25W1
16
25W2
18
▲ 2
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
99
Good value for money
65 ↑
71 ↑
69 ↑
56
Makes me look/feel young/youthful
49
59 ↑
57 ↑
43
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
27
26
31
30
Helps me fit in or to be part of a community
26
25
26
29
I resonate with the lifestyle created by the brand/product
-
-
-
29
I resonate with the aesthetic values of the brand/product
31
26
37
28
KOL/influencer endorsed or recommended (on social media or live streaming)
22
19
17
25
Makes me feel rich
25
16
25
24
It looks like a collectible piece of art
21
14
25
24
It’s rare and owned by few people
19
18
12
23
It can be a conversation piece
26
25
21
22
Functional
91
95
90
85
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
55
57
57
50
Simpler skincare/haircare/makeup steps to save time
57 ↑
56 ↑
53
44
Let’s me customize
40 ↑
38
29
29
It employs the most advanced technology & high-tech ingredients
19
24
25
27 ↑
Gender specific
19
27 ↑
16
18
Observations
Functional considerations fall to 85% as the net, down 5pp from 90% — performance drivers recede in beauty.
"Good value for money" drops to 56% from a sustained 69% ↑ run, down 13pp — value-seeking eases sharply.
"Makes me look young" falls to 43% from 57% ↑, down 14pp — the anti-aging frame loosens its grip.
"Rare/owned by few" jumps to 23% from 12%, up 11pp — scarcity and exclusivity gain pull in beauty choice.
KOL/influencer endorsement rises to 25% from 17%, and advanced-tech ingredients to 27% ↑ from 25% — creator and innovation cues strengthen.
Q.60
Tech
What are your main considerations when purchasing tech products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Feel my privacy/data security is well protected
24W1
50
24W2
47
25W1
51
25W2
51
0
Makes it easier and more convenient to enjoy my life
24W1
53
24W2
57 ↑
25W1
56
25W2
47
▼ 9
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
24W1
42
24W2
35
25W1
44
25W2
45
▲ 1
Brands that show strong support of sustainability
24W1
35
24W2
30
25W1
37
25W2
41 ↑
▲ 4
Its value maintains over time / Collectable
24W1
32
24W2
35
25W1
37
25W2
38
▲ 1
I resonate with the value of the brand
24W1
33
24W2
31
25W1
32
25W2
36
▲ 4
Helps me fit in or to be part of a community
24W1
32
24W2
25
25W1
31
25W2
36 ↑
▲ 5
It can be a conversation piece
24W1
26
24W2
26
25W1
24
25W2
32
▲ 8
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
20
24W2
17
25W1
23
25W2
30 ↑
▲ 7
Functional
24W1
90
24W2
94 ↑
25W1
90
25W2
84
▼ 6
Easy to use
24W1
64 ↑
24W2
73 ↑
25W1
56
25W2
46
▼ 10
Latest or most advanced technology
24W1
41
24W2
37
25W1
34
25W2
35
▲ 1
Lets me customize
24W1
34
24W2
44 ↑
25W1
39
25W2
33
▼ 6
Can boost productivity
24W1
38
24W2
42 ↑
25W1
35
25W2
31
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Feel my privacy/data security is well protected
50
47
51
51
Makes it easier and more convenient to enjoy my life
53
57 ↑
56
47
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
42
35
44
45
Brands that show strong support of sustainability
35
30
37
41 ↑
Its value maintains over time / Collectable
32
35
37
38
I resonate with the value of the brand
33
31
32
36
Helps me fit in or to be part of a community
32
25
31
36 ↑
It can be a conversation piece
26
26
24
32
KOL/influencer endorsed or recommended (on social media or live streaming)
20
17
23
30 ↑
Functional
90
94 ↑
90
84
Easy to use
64 ↑
73 ↑
56
46
Latest or most advanced technology
41
37
34
35
Lets me customize
34
44 ↑
39
33
Can boost productivity
38
42 ↑
35
31
Observations
Functional considerations drop to 84% as the net, down 6pp from a 24W2 high of 94% ↑ — utility loses ground in tech buying.
"Easy to use" falls to 46% from a 24W2 peak of 73% ↑, down 10pp from 25W1 — ease-of-use eases as the dominant functional driver.
"Convenient to enjoy life" softens to 47% from 56%, down 9pp — even core convenience recedes this wave.
KOL/influencer endorsement rises to 30% ↑, up 7pp from 23% — creator influence climbs in tech too.
"Fit in/community" reaches 36% ↑ (up 5pp) and "conversation piece" 32% (from 24%) — tech increasingly bought as a social and identity signal.
Q.61
Luxury
What are your main considerations when purchasing Luxury products or experience? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Brands that show strong support of sustainability / It helps me contribute to sustainability
24W1
32
24W2
34
25W1
39
25W2
45 ↑
▲ 6
Feel indulged (the shopping experience, how people treat me)
24W1
34
24W2
34
25W1
34
25W2
38
▲ 4
Shows that I’m trendy and stylish
24W1
44
24W2
43
25W1
38
25W2
38
0
Its value maintains over time / Collectable
24W1
34
24W2
39
25W1
39
25W2
35
▼ 4
Helps me stand out or feel different
24W1
39
24W2
42
25W1
48
25W2
33
▼ 15
I resonate with the values and lifestyles expressed by the brand
24W1
34
24W2
30
25W1
32
25W2
33
▲ 1
Makes me feel rich
24W1
34
24W2
30
25W1
35
25W2
32
▼ 3
It can be a conversation piece
24W1
28
24W2
29
25W1
29
25W2
32
▲ 3
Helps me fit in or to be part of a community
24W1
30
24W2
26
25W1
30
25W2
30
0
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
26
24W2
22
25W1
25
25W2
29
▲ 4
It’s rare and owned by few people
24W1
39
24W2
32
25W1
35
25W2
27
▼ 8
Looks expensive
24W1
28 ↑
24W2
29 ↑
25W1
18
25W2
21
▲ 3
Functional
24W1
73
24W2
79
25W1
73
25W2
83 ↑
▲ 10
Its style does not go out of date easily
24W1
26
24W2
33
25W1
26
25W2
40 ↑
▲ 14
Durable and can be used for a long time
24W1
37
24W2
39
25W1
41
25W2
34
▼ 7
I can wear them for many occasions/ activities/ looks
24W1
38
24W2
38
25W1
30
25W2
32
▲ 2
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Brands that show strong support of sustainability / It helps me contribute to sustainability
32
34
39
45 ↑
Feel indulged (the shopping experience, how people treat me)
34
34
34
38
Shows that I’m trendy and stylish
44
43
38
38
Its value maintains over time / Collectable
34
39
39
35
Helps me stand out or feel different
39
42
48
33
I resonate with the values and lifestyles expressed by the brand
34
30
32
33
Makes me feel rich
34
30
35
32
It can be a conversation piece
28
29
29
32
Helps me fit in or to be part of a community
30
26
30
30
KOL/influencer endorsed or recommended (on social media or live streaming)
26
22
25
29
It’s rare and owned by few people
39
32
35
27
Looks expensive
28 ↑
29 ↑
18
21
Functional
73
79
73
83 ↑
Its style does not go out of date easily
26
33
26
40 ↑
Durable and can be used for a long time
37
39
41
34
I can wear them for many occasions/ activities/ looks
38
38
30
32
Observations
Functional considerations surge to 83% ↑ as the net, up 10pp from 73% — utility reasserts in luxury buying.
"Style doesn't go out of date" jumps to 40% ↑, up 14pp from 26% — timelessness becomes the most-sought functional aspect, up from least-prioritized.
"Looks expensive" drops to 21% from a 24W2 level of 29% ↑ — overt wealth-signalling retreats, aligning with the quiet-luxury shift.
"Helps me stand out" falls to 33% from a 25W1 high of 48%, down 15pp — differentiation-for-its-own-sake loses force.
Sustainability rises to 45% ↑ (up 6pp) and "conversation piece" to 32% — values and social framings build as status framings fade.
Q.62
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1