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 shows the highest increase in trust (41%) – significantly higher than all other markets, suggesting either stronger platform engagement or successful rebuilding of trust after previous controversies.
Korea and Japan Gen Z are the most skeptical – 45% and 46% trust social media less, reflecting growing concerns about misinformation, algorithmic manipulation, or platform credibility in these markets.
China Gen Z shows the most balanced sentiment – roughly one-third in each category (28% more, 38% less, 35% no change), indicating divided opinions possibly shaped by diverse platform ecosystems and varying user experiences.
About 1 in 4 US Gen Z report no change, the lowest among all markets, suggesting more dynamic shifts in how young Americans engage with and perceive social platforms.
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
Food remains the universal baseline across all markets – 34% in China and US, 38% in Japan – reflecting its fundamental role as both necessity and comfort.
US Gen Z is significantly more protective of healthcare (20%) – nearly double Korea (14%) and higher than Japan (15%), highlighting the precarious nature of US healthcare access and its perceived value.
China Gen Z prioritizes beauty (12%) more than other markets – maintaining aesthetic investment even under economic pressure, consistent with cultural emphasis on appearance and self-presentation.
Japan Gen Z values experiences (21%) – the highest across all markets, suggesting that experiential consumption (travel, concerts) holds deep cultural and emotional significance.
Korea Gen Z holds firm on alcohol (17%) – significantly higher than all other markets.
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
China Gen Z shows the greatest resilience – 32% report no behavior change, double the rate in US (16%) and triple Korea/Japan (10%, 14%), possibly indicating delayed inflation impact, and different spending patterns. China Gen Z also would rather cut down non-essentials (36%) rather than cheaper substitutions – making conditional concessions.
Korea and Japan Gen Z are the most price-reactive, 1 in 3 looking for cheaper alternatives, showing active trading-down behavior in response to economic pressures.
US Gen Z is also shifting behavior – 1 in 3 seeking cheaper alternatives and 1 in 4 buying less overall, indicating widespread adaptation to sustained cost-of-living concerns.
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
Japan Gen Z is the most anxious (36%) about global conflicts and economic tensions, reflecting Japan's economic vulnerabilities and geopolitical position.
China Gen Z is the most motivated to stay informed (52%) – suggesting a wait-and-see mindset.
China and US Gen Z show relatively higher indifference (29% and 25%) compared to Korea (17%) and Japan (16%), though for potentially different reasons – China may feel insulated by domestic narratives, while US youth may experience information fatigue.
About 1 in 8 to 1 in 6 across all markets feel numb – showing that information overload and emotional exhaustion are universal challenges for young consumers.
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
Saving is remarkably consistent across all markets – 1 in 3 prioritize saving – showing a universal baseline of financial caution among Gen Z globally.
Chinese Gen Z distinctively prioritizes spending on things that bring joy (40%), a lifestyle-first mindset even amid uncertainty.
US Gen Z uniquely prioritizes supporting family (25%). This could reflect an independent and family-oriented culture, as well as the high cost of living in the US for Gen Z (childcare, healthcare, etc.).
Korean Gen Z is the most investment-focused (24%), indicating stronger belief in wealth-building through markets despite economic headwinds.
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
High-quality basics feel like luxury to China (44%) and Korea (43%) – elevated everyday essentials represent aspiration in these markets.
Japan Gen Z uniquely values travel as luxury (34%), possibly reflecting pent-up desire for experiences after economic stagnation – this aligns with experiences being their non-negotiables.
Having no financial anxiety is the ultimate luxury for China and US Gen Z (27% each) – significantly higher than Korea (15%), revealing that psychological peace around money feels increasingly unattainable.
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
China and US Gen Z are the most optimistic.
Japan Gen Z is the most pessimistic (26%) – significantly higher than all other markets, reflecting decades of economic stagnation and limited growth prospects.
Korea Gen Z shows a concerning 1 in 5 pessimistic (20%), combined with 33% neutral, suggesting cautious skepticism about economic mobility.
Within optimism, there are differences – US and China lead in "very optimistic," while Japan leads in "cautiously hopeful (35%)," showing more hedged expectations.
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
Stability & benefits is the consistent across all 4 markets.
Key distinctions are in Mission and purpose, uniquely pursued by US Gen Z vs. Salary and growth potential – prioritized by China and Korea Gen Z, pragmatic focus on financial advancement and career trajectory.
Overall Gen Z in US show more balanced values in what they pursue in a job. Gen Z in Asia are more driven by practicality / lifestyle rather than ideology.
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
Significantly more China and Japan Gen Z are less familiar to this topic.
Most Gen Z across 4 markets agree GLP-1 meds somehow impact the society one way or the other.
Almost 1 in 2 US Gen Z and over 1 in 3 Korea Gen Z see it impacting their society negatively
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, Etherium, etc.)?
Again, China and Japan show highest humility / lowest familiarity among 4 markets.
Across markets, most Gen Z don’t see alternative finance as a lack of faith in conventional / institutional finance system (across markets <20%). Instead, they see this trend as people’s positive / optimistic response to what’s offered in the financial market (20%-31%).
Nearly 2 in 10 US Gen Z cite social media influence, showing the power of crypto influencers and viral investment content in American digital culture
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
Over 90% Gen Z in each market acknowledges there is long-term threat to humanity. Geopolitics and concentrated authority ranked consistently highest / high across 4 markets.
Additionally, Gen Z in Asia see climate change as a big threat.
And Korea Gen Z see technology and economic system as the biggest threat, showing real anxieties about automation and systemic economic vulnerabilities.
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
Very few Gen Z would avoid such content (the algorithm has successfully surfaced it), and most of them are familiar with it.
Among those who are familiar, 3 or 4 in 10 holds a balanced view, highest in Korea, while most of them see it positively, particularly among China Gen Z, suggesting these perspectives fill a perceived gap in cultural discourse.
Japan Gen Z has low familiarity – either less algorithmic promotion or less cultural resonance of these creators.
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
Across markets, most Gen Z sees singledom as a positive or normal lifestyle, particularly in China and Korea.
Significantly more US Gen Z recognize the negative side of navigating single life, although a lower proportion compared to more positive views.
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
China and Japan Gen Z continue to be most cautions when predicting future impact.
Korea Gen Z shows a most pessimistic view towards AI – 1 in 3 believes AI may replace job – consistent with their prediction of AI being the biggest threat to humanity.
China Gen Z appears to be most optimistic about AI – about 1.4 in 10 see it as a threat to their future jobs – also reflecting their belief in adaptation rather than displacement.
US Gen Z is split between job creation and replacement, showing divided opinions on whether AI is net positive or negative for employment.
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
Globally, Gen Z believes ultra-rich individuals should give more to the society (about 1 in 3, particularly in China and US).
The rest of opinions are divided among acceptance, disappointment with the social/financial system, an outcome of innovation, or feeling distant to this topic.
Significantly more China Gen Z is more likely to see their wealth as an outcome of innovation – showing acceptance of tech entrepreneurship narratives or wealth creation.
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
The majority of Gen Z globally hasn’t lost faith in global institutions.
US Gen Z prioritizes human wellbeing and basic needs – showing more humanitarian-focused global outlook – as important as economic security, which ranks top priority among China and Korea Gen Z.
Japan Gen Z prioritizes geopolitical stability among all aspects.
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
Globally, AI content is consistently seen as a top force defining pop culture
Particularly among China Gen Z who believes AI-created content will dominate, showing China’s aggressive AI development and cultural openness to synthetic content
US Gen Z sees creator-led platforms as most influential. This reflects the dominance of American creator economy
US and Korea Gen Z values both AI content and streaming entertainment, which shows their position as tech innovator and cultural content exporter in both markets
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
Across 4 markets, degree/diploma is seen as least important giving people the advantage in starting / changing career – a universal shift away from credentialism towards demonstrated capabilities.
China Gen Z equally holds on to both tradition (connections) as well as the latest technology.
US and Japan Gen Z appear to be most old-school – still believing skills, connections and experience.
Korea (and China) Gen Z are quick to adapt to the latest development – AI/Tech and related experience – a more nuanced, context-dependent view of success factors.
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
In general, growth trend in 2025 waves validated – scores jumped between 24W2 and 25W1 and held or grew further into 25W2. This rising trend is mostly driven by First jobbers (22-25 y.o.). Millennials show some increasing trend as well, but not among Gen X.
We see an interesting tension between ‘safety’ and ambition
Stability and Lying flat both rose, while risk-taking shows a steady downward trend (although not statistically significant).
At the same time, ambition and new excitement jumped to the highest since our tracker.
This may mean US Gen Z wants to build their success on a stable foundation.
The dimension of community, belonging, and fitting show steady and significant upward trend – signaling a pivot towards collective identity and social integration. This shift likely reflects Gen Z’s deepening hunger for like-mindedness that predates, and has been amplified by, the election cycle and the political climate under the new administration.
Mental health and authenticity are trending up, a baseline expectation Gen Z holds for themselves and brands they interact with.
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
Below are some descriptions of what success could look like. Can you please choose 3 descriptions that can best describe your view of success?
Success is becoming more internal and relational, less transactional. It appears to be defined away from outcomes/achievements and individualism toward feeling and connection.
“Being happy with who I am” is the #1 definition – although it dropped some, it still is the dominant one.
“Building strong relationships” shows some increase compared to 25W1 – continuing to be one of the top definitions.
“Self-reliance” fell sharply, and “Achieving tangible, measurable goals” also has kept at a lower level.
“Making a positive impact in the world” went up in 25W1 and held strong in W2. This is the only outward-looking definition of success that’s gaining ground, signaling that as internal stability gets established, purpose and contribution are becoming more important.
Relationships, personal growth, and happiness-despite-adversity all hover in the low-to-mid 30s and haven’t changed dramatically, showing these are consistent, durable values.
In summary, the traditional markers of success (goals, independence, achievement) are losing ground to softer, more existential ones which are more emotionally grounded, community-embedded and purpose driven.
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 is the only topic with a consistent, unbroken upward trajectory. No other topic shows such steady climb. Similar with the China dataset. This generation is entering the workforce right as AI reshapes it, which tracks both personal and professional self-interest.
Similar with Chinese Gen Z, the topic of Mental wellness is stepping back in 2025. This may mean it’s becoming a normalized lifestyle instead of an interesting but distant topic to follow.
Work/life balance holds flat, indicating it’s a lifestyle US Gen Z expect, just like mental wellness.
Celebrity culture seems to be in free fall (17 -> 15 -> 14 ->13), although no statistical significance. Gen Z is tuning out traditional celebrity in favor creators and peer culture.
Work style is gaining Gen Z’s attention. Work style landscape has completely been changed coming out of pandemic and it probably has become an important factor when Gen Z evaluate job options.
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 has risen over the year, while negative has fallen significantly. Gen Z is showing a genuine mood lift.
The stress and exhaustion drop is particularly significant. These were the dominant negative emotions in 2024. This aligns with the “lying flat” and work/life recalibration signals from the earlier data.
The positive emotions showing increases are active, not passive:
Hopeful, Happy, Energetic, Fun – not quiet or resigned feelings but actively engaged and forward-looking.
Thankful, Peaceful / chill are basically flat with small fluctuations.
Gen Z feel animated for the new year.
Neutral sentiment is compressing, signaling Gen Z is becoming less disengaged or checked-out.
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 at 11% for Gen Z, and it scales up consistently across generations (16% Millennials, 20% Gen X). This shows family is the most universal source of positivity across all three cohorts.
US Gen Z is feeling positive about school. Also more Gen Z feel good about school than those who sees it as worst aspect in life.
Financial anxiety items dominate the “not going well” side.
Top negatives are income stability, ability to plan for the future, cost of living.
Despite the mood lift in the sentiment data, the material reality of financial precarity is the defining pain point for Gen Z.
This is coherent with their negative perspective about work-life balance – personal life and leisure time sacrificed probably due to financial insecurity.
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
It may look like there’s a great de-prioritization in 2025. But Mental/Emotional health and Home improvement/renovation were new options and likely absorbed selections that previously went elsewhere. Therefore, the drops are most likely a redistribution across more options.
The top focuses remain similar – family/community and self-growth, but with a balance.
AI’s rise after the introduction of new options are even more impressive – the only area that shows consistent growth, showing more Gen Z adopting a future-proof and forward-focus mindset.
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
Thinking of how you typically spend time daily, which activities have you spent more time on in the past 6 months compared to earlier, and which ones have you spent less time on?
Among Gen Z (15-29) | Multiple selections | Response in %
Overall direction: a broad-based deceleration. Almost every category is declining or flat across the four waves. Unlike the Chinese data which showed more volatility and some sharp recoveries, the US data shows a consistent, gradual pulling back across most activity types. US Gen Z appears to be doing less of almost everything tracked.
Social media is the only activity that held and bounced back. At 43%, it ties with where it started but now stands completely alone at the top — the gap to #2 (Watching TV at 34) has widened. This reflects the deepening stranglehold of algorithmic short-form content on US Gen Z's attention. They’re “scrolling more, doing less”.
Rest and sleep shows significant decline in 2025. Combined with the sentiment data showing stress and exhaustion declining, this may reflect Gen Z needed recovery in 2024 and has now re-engaged with life more actively.
Self-development and personal interests peaked in 24W2 and have now retreated to 25%. The initial burst of "investing in myself" appears to be cooling as routines stabilize and hustle culture fatigue sets in.
A methodological note: Long-form book reading was added in 25W1 at 19%, likely absorbing selections from self-development, personal interests, and magazines — so some of those declines are redistributive rather than purely behavioral.
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
You mentioned that in the past 6 months, you've spent more time on actively learning outside work / school (such as a new skill or knowledge through online courses/by yourself). What are the most important or relevant reasons for that?
Among Gen Z (15-29) | Answer Selections = 3 | Response in %
The motivational landscape is rather flat. Unlike the Chinese Gen Z data which showed clear winners, the US motivations are compressed – most items sitting at 21-39% with limited wave-over-wave movement. US Gen Z’s reasons for self-learning are broadly distributed rather than concentrated around a few dominant drivers.
Personal growth leads, but it is paired with anxiety. Personal growth sounds internally driven (39%, #1) — but sitting directly behind it is "Being prepared and adaptive" (38%), which jumped sharply from just 29% in 24W2. Together they paint a picture of Gen Z learning not just to grow, but to survive. The rapid rise of AI tools, mass tech layoffs in 2023–24, and automation anxiety are likely key triggers. Unlike China where this motivation softened as confidence recovered, US Gen Z's preparedness anxiety is holding firm.
Entrepreneurial spirit has softened. The startup and side-hustle energy that defined Gen Z's early career mindset is cooling — possibly because the VC funding boom has collapsed, and the reality of building a business in a high-interest-rate, high-cost environment is more daunting. Unlike China Gen Z who are learning for autonomy and personal brand, US Gen Z's entrepreneurial ambition is on the retreat.
Sense of belonging as a learning motivation is rising. "Sense of belonging" climbed from 21% to 30% — the steepest upward trend in this table. This aligns with a wider cultural moment: in a post-pandemic US still dealing with a diagnosed loneliness epidemic (US Surgeon General advisory, 2023), Gen Z is using skill-building as a social act — coding bootcamps, online communities, craft circles, and language exchange groups.
Self-development has become less therapeutic. Early in the trend, self-development was partly a coping tool; increasingly it is becoming purposeful and outcome-oriented — less about managing distress, more about building capability.
Chinese vs. US Gen Z: it appears these two cohorts are learning for different reasons: Chinese Gen Z is becoming more assertively autonomous and entrepreneurially motivated – for them learning is a platform for independence, while US Gen Z is more defensively motivated - learning is a preparation for uncertainty, with belonging and fulfillment as secondary drivers. Although both are moving away from pure career enhancement, their emotional states are different.
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
You mentioned spending more time on personal interests/hobbies. What are the most important reasons?
Among Gen Z who spent more time on personal interests | Answer Selections = 3 | Response in %
Joy is the engine. Nearly 2 in 3 US Gen Z say hobbies bring them happiness — making it not just the top driver but one with significant margin. US Gen Z pursues personal interests primarily because they feel good, not for instrumental reasons.
To relieve stress dropped to 47% as hobbies become less about coping with anxiety and more about genuine enjoyment. Notably, the opposite is happening in China (stress relief rising sharply there), suggesting that Chinese Gen Z is under greater perceived pressure while US Gen Z is building a more positive relationship with leisure.
Social discovery is trending up, as TikTok and Instagram algorithm-surfaced content — from pottery to trail running to crochet — is directly translating to real-world hobby uptake. Hobbies are no longer found through friends or school.
Getting to know people grew steadily from 27% to 35%. This is coherent with the rise of belonging and community in the values data among US Gen Z.
The shift in the data shows US Gen Z’s hobby motivations are shifting from restorative to expressive and social. It is less about escaping life and more about intentional building the life they want – finding their people, expressing their values, and spending time in ways they feel worthwhile.
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
Over the past 6 months, which of the following activities have you engaged in regularly?
Among Gen Z (15-29) | Multiple selections | Response in %
Socializing and entertainment are the most resilient categories. US Gen Z’s social and cultural life maintained momentum even as other activities softened. Going out, seeing things and connecting with people are the backbone of how they spend active time.
Exercise declined – especially contrasted with China where exercise surged to 50%. The gap between aspiring to be healthy and consistently doing it appears to be widening slightly – worth tracking and see whether it increases back up next wave. Still, 1 in 3 US Gen Z regularly exercises.
The decline in rest has stabilized. The “bed-rotting” moment may be over. Consistent with the time-spending data and the mood lift, the recovery and decompression phase of 2024 has passed, and US Gen Z has re-engaged with more active pursuits.
The engagement level of self-development has normalized among US Gen Z. This could mean the upskilling behavior settled back to a baseline, and they prioritize socializing and entertainment / community and enjoyment over structured self-improvement.
The contrast is quite striking between Chinese and US Gen Z. Chinese Gen Z showed exercise surge and rise in resting – more physically intentional, while US Gen Z are becoming more socially and culturally oriented.
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
What kinds of exercise and fitness activities do you regularly do?
Among Gen Z who regularly exercise (15-29) | Multiple selections | Response in %
Although exercise softened slightly among Gen Z, for those who regularly exercise, their workout formats have diversified.
The exercise profile in this wave shows slight shifts from solo, unstructured walking towards more intentional, social and structured formats like gyms, trainers, classes. Which require more commitment than casual walking.
Skateboarding shows a significant rebound, one that shows identity and community, not just workout and health management.
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
What kinds of sports do you play regularly?
Among Gen Z who regularly play sports (15-29) | Multiple selections | Response in %
US Gen Z’s sports landscape is diverse and fragmented – no single sports dominate consistently, and participation spreads across a wide range of activities.
Mass sports participation remains high – nearly 4 in 5 sports-playing Gen Z do at least one established sports.
Basketball peaked and now is normalizing (47 -> 35). The 24W2 spike suggests a wave of interest (possibly NBA coverage, celebrity influence, or availability), but it's settling back to 35%, still solid but less dominant than its 24W2 moment. It remains the most popular individual sport.
Running is steady and rising. This is consistent with the walking/running trend in earlier data. Running clubs, Strava, 5Ks, half-marathons are all culturally normalized in US Gen Z communities.
HYROX and Padel are both new to the dataset in 2025 wave. They’re small but already at the same level with other niche sports. These European-origin fitness sports (HYROX is hybrid racing, Padel is tennis variant) are entering the US Gen Z conversation – reflecting the globalization of niche sports and the “experiential sports” trend. Worth watching in future waves.
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
What kinds of outdoor activities do you regularly do?
Among Gen Z who regularly do outdoor activities (15-29) | Multiple selections | Response in %
Overall, the structure of outdoor activities US Gen Z regularly engaging with is quite stable.
But we see the traditional outdoor staples are softening, especially city walks and hiking.
Social and active activities are rising, though still insignificant: flag football, river trekking, ice skating. This is coherent with the broader theme running through the US Gen Z data: they are increasingly oriented toward connection, energy, and shared experience rather than solo restoration. The outdoors is 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
In the past 6 months, have you traveled to the following types of destinations for leisure?
Among Gen Z who regularly travel (15-29) | Multiple selections | Response in %
Domestic travel is stable. Roughly half of US Gen Z takes at least one domestic leisure trip per 6 months.
Staycations is in clear decline. Gen Z wants distance and novelty. Similar across China and US Gen Z.
About 1 in 3-4 US Gen Z travels internationally in a 6-month window. This reflects cost barriers, passport access, and limited vacation time compared to many countries.
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
Domestic trips
What types of destinations did you visit during your trip?
Among Gen Z who traveled domestically | Multiple selections | Response in %
International Destinations
What types of destinations did you visit during your trip?
Among Gen Z who traveled internationally | Multiple selections | Response in %
Domestic and international travel destinations show parallel patterns.
Well-known nature and urban cities are the reliable anchors for domestic travel. Theme parks show insignificant decline. Small towns provide a steady middle ground. Remote nature remains niche.
US Gen Z seeks proven, Instagramable, low-risk choices. Worth tracking whether the softening of theme parks persists in future waves and see whether it’s a normal fluctuation or a shift in desire for authentic discovery with natural energy and cultural richness.
Staycations
What types of destinations did you visit during your trip?
Among Gen Z on staycations | Multiple selections | Response in %
While staycation is declining in general, when US Gen Z stay close home, they prefer a mindset of discovery and exploration rather than pure rest.
Remote nature suddenly tops the list (53%), reversed from domestic and international travel where it's least popular. When staying local, US Gen Z seeks escape and nature. But when traveling, they want structure and reliability.
Theme parks also are building steadily, reversed from domestic and international travels – US Gen Z opt for easy structured entertainment – another popular choice other than remote nature.
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
Domestic trips
For domestica travels, relaxation remains the anchor motivation.
In this wave, the live experience economy jumped in US Gen Z domestic travel – concerts and sports are becoming primary trip triggers.
US Gen Z increasingly needs a reason to go somewhere beyond just rest – travel for no specific reasons is in decline.
International trips
Overall, international travel triggers for US Gen Z are more unstable and moment-driven rather than settled behavioral patterns.
The only category that shows consistent upward trend is sports participation, consistent with the domestic sports participation travel trend.
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
Going to store events (e.g. store opening, collaborations events, pop-up stores)
17
18
21
20
Outdoor movie night/event
18
19
18
16
Walking tours
16
12
15
15
Visiting museums, or art exhibits
14
14
14
12
Attending sharing events of personal experience, knowledge, books, etc.
13
15
13
16
Observations
Which entertainment, arts and culture activities do you engage in regularly?
Among Gen Z who regularly engage in entertainment/arts/culture (15-29) | Multiple selections | Response in %
Passive entertainment dominates – watching TV/movies at home – the most convenient, low-barrier, on-demand activity.
Shopping seems to be softening, but remains a strong leisure social activity.
The rest of the activities are remain stable, no significant trends but normal fluctuations.
Q.36
Socializing, Connecting with Others
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Playing video games with friends
24W1
35
24W2
38
25W1
33
25W2
42 ↑
▲ 9
Shopping together
24W1
40
24W2
40
25W1
32
25W2
37
▲ 5
Go to restaurants/bars
24W1
34
24W2
43 ↑
25W1
38
25W2
32
▼ 6
Go to coffee shops
24W1
28
24W2
24
25W1
28
25W2
26
▼ 2
Hosting friends and make drinks at home / Home bars
24W1
26
24W2
24
25W1
25
25W2
26
▲ 1
Going to park / picnic together
24W1
22
24W2
23
25W1
30 ↑
25W2
23
▼ 7
Playing board game at home/friends’ home or at boardgame bars
24W1
22
24W2
18
25W1
21
25W2
22
▲ 1
Social events with people of shared traits/features
24W1
18
24W2
18
25W1
19
25W2
17
▼ 2
Neighborhood events or activities
24W1
15
24W2
14
25W1
10
25W2
12
▲ 2
Go to museums or exhibits together
24W1
9
24W2
8
25W1
12
25W2
12
0
Volunteering
24W1
13
24W2
11
25W1
11
25W2
9
▼ 2
Social events with fellow pet owners
24W1
10
24W2
12
25W1
14
25W2
9
▼ 5
Raw data table
24W1
24W2
25W1
25W2
Playing video games with friends
35
38
33
42 ↑
Shopping together
40
40
32
37
Go to restaurants/bars
34
43 ↑
38
32
Go to coffee shops
28
24
28
26
Hosting friends and make drinks at home / Home bars
26
24
25
26
Going to park / picnic together
22
23
30 ↑
23
Playing board game at home/friends’ home or at boardgame bars
22
18
21
22
Social events with people of shared traits/features
18
18
19
17
Neighborhood events or activities
15
14
10
12
Go to museums or exhibits together
9
8
12
12
Volunteering
13
11
11
9
Social events with fellow pet owners
10
12
14
9
Observations
How do you typically connect and socialize with friends?
Among Gen Z (15-29) | Multiple selections | Response in %
Gaming is the new social currency, overtaking shopping, restaurants, coffee shops. This mirrors the Chinese data where gaming also surged, suggesting a possible shift toward digital-social formats as a primary way of connecting with friends.
Shopping and restaurants are among the primary social events for US Gen Z, low barrier (no need to clean the house), low energy, intimate and predictable.
The second tier cluster of social activities involve some energy and planning – hosting at home, boardgames, going to a park, etc.
Neighborhood activities and those that require more planning and energy are less participated among US Gen Z. Niche social tribes remain underdeveloped.
Q.37
Self-Development Activities
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Learning a new skill (e.g. instrument, driving, painting)
24W1
51
24W2
52
25W1
49
25W2
48
▼ 1
Reading books
24W1
47 ↑
24W2
45 ↑
25W1
45 ↑
25W2
35
▼ 10
Applying a new tool to manage knowledge and information (e.g. Notion)
24W1
21
24W2
29
25W1
23
25W2
32 ↑
▲ 9
Enrolling in online courses
24W1
20
24W2
25
25W1
28
25W2
31
▲ 3
Reading magazines, articles, digital or paper form
24W1
23
24W2
25
25W1
27
25W2
24
▼ 3
Learning or studying together with a buddy/friend
24W1
33 ↑
24W2
23
25W1
29
25W2
20
▼ 9
Weekend/Night school
24W1
13
24W2
15
25W1
15
25W2
19
▲ 4
Attending forums, speeches, lectures after school/work
24W1
17
24W2
19
25W1
21
25W2
17
▼ 4
Attending short-term camps (e.g. coding camp)
24W1
16
24W2
16
25W1
14
25W2
17
▲ 3
Raw data table
24W1
24W2
25W1
25W2
Learning a new skill (e.g. instrument, driving, painting)
51
52
49
48
Reading books
47 ↑
45 ↑
45 ↑
35
Applying a new tool to manage knowledge and information (e.g. Notion)
21
29
23
32 ↑
Enrolling in online courses
20
25
28
31
Reading magazines, articles, digital or paper form
23
25
27
24
Learning or studying together with a buddy/friend
33 ↑
23
29
20
Weekend/Night school
13
15
15
19
Attending forums, speeches, lectures after school/work
17
19
21
17
Attending short-term camps (e.g. coding camp)
16
16
14
17
Observations
What self-development activities do you engage in?
Among Gen Z engaging in self-development (15-29) | Multiple selections | Response in %
US Gen Z’s self-development profile is evolving from passive and social – reading, studying with friends – towards active and structured – online courses, knowledge management tools, formal classes. This shows a direction toward taking learning more seriously and more systematically, even as the overall time spent on self-improvement has declined. Fewer people are doing it, but those who are appear to be doing it more intentionally.
Some interesting details:
Reading books declined sharply this wave. Over the past 6 months 1 every 10 US Gen Z dropped reading long-form books, likely resorting more pragmatic skills that show impact faster.
Notion and knowledge tools rise significantly. The rise of second-brain tools reflects Gen Z's information anxiety and desire to systematize learning.
Q.38
Resting, Relaxation & Recovery
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Quiet time relaxing and doing nothing
24W1
65
24W2
70 ↑
25W1
61
25W2
60
▼ 1
Listening to music
24W1
71 ↑
24W2
70 ↑
25W1
70 ↑
25W2
58
▼ 12
Spending time with my pets
24W1
46 ↑
24W2
42
25W1
37
25W2
33
▼ 4
Quiet hobbies
24W1
-
24W2
-
25W1
-
25W2
26
Meditation
24W1
23
24W2
26
25W1
25
25W2
25
0
Caring for plants at home
24W1
19
24W2
14
25W1
25 ↑
25W2
16
▼ 9
Raw data table
24W1
24W2
25W1
25W2
Quiet time relaxing and doing nothing
65
70 ↑
61
60
Listening to music
71 ↑
70 ↑
70 ↑
58
Spending time with my pets
46 ↑
42
37
33
Quiet hobbies
-
-
-
26
Meditation
23
26
25
25
Caring for plants at home
19
14
25 ↑
16
Observations
Which of the following do you do when you want to rest or relax?
Among Gen Z (15-29) | Multiple selections | Response in %
Quiet hobbies was a new item added this wave, which may explain some redistribution in resting activities. 1 in 4 US Gen Z’s seek active resting – quiet hobbies, meditations.
Their relaxation repertoire is rather diverse – resting is becoming more deliberate and more varied than defaulting to a single behavior.
Q.39
Whether Part of Groups
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Groups of certain brands (e.g. car brands, sports brands)
24W1
22
24W2
16
25W1
23
25W2
28 ↑
▲ 5
Brands hosted beverage & alcohol related groups
24W1
20
24W2
20
25W1
23
25W2
27 ↑
▲ 4
Brands hosted art & craft related groups (e.g. hand craft club)
24W1
18
24W2
18
25W1
21
25W2
25 ↑
▲ 4
Basketball group
24W1
18
24W2
21
25W1
20
25W2
24
▲ 4
Soccer group
24W1
16
24W2
14
25W1
15
25W2
23 ↑
▲ 8
Running groups
24W1
12
24W2
13
25W1
21 ↑
25W2
21 ↑
0
Flag football
24W1
15
24W2
11
25W1
13
25W2
20 ↑
▲ 7
Music band
24W1
14
24W2
13
25W1
16
25W2
15
▼ 1
Cycling groups
24W1
9
24W2
8
25W1
10
25W2
14 ↑
▲ 4
Film clubs
24W1
9
24W2
9
25W1
11
25W2
14 ↑
▲ 3
Book clubs
24W1
13
24W2
11
25W1
14
25W2
13
▼ 1
Camping club
24W1
12
24W2
7
25W1
9
25W2
13 ↑
▲ 4
Brands’ VIP exclusive premium clubs
24W1
10
24W2
10
25W1
13
25W2
13
0
Board game groups
24W1
8
24W2
6
25W1
9
25W2
13 ↑
▲ 4
Fan club (of celebrities)
24W1
8
24W2
6
25W1
9
25W2
13 ↑
▲ 4
Photography clubs
24W1
8
24W2
8
25W1
8
25W2
12 ↑
▲ 4
Skateboarding group
24W1
9
24W2
5
25W1
8
25W2
12 ↑
▲ 4
Singing clubs
24W1
10
24W2
8
25W1
7
25W2
11 ↑
▲ 4
Dance clubs
24W1
11
24W2
8
25W1
10
25W2
11
▲ 1
Groups for sharing personal experience, information or knowledge that meet regularly
24W1
9
24W2
8
25W1
10
25W2
11
▲ 1
Animation club
24W1
9
24W2
7
25W1
10
25W2
11
▲ 1
Cos play
24W1
7
24W2
6
25W1
8
25W2
10
▲ 2
Rock climbing
24W1
10
24W2
8
25W1
9
25W2
11
▲ 2
Single club
24W1
7
24W2
8
25W1
8
25W2
9
▲ 1
Ultimate frisbee
24W1
6
24W2
5
25W1
8
25W2
9 ↑
▲ 1
At least one group of hobbies
24W1
57
24W2
49
25W1
57
25W2
63 ↑
▲ 6
At least one sports group
24W1
53
24W2
49
25W1
58
25W2
65 ↑
▲ 7
At least one brand related group
24W1
44
24W2
41
25W1
51 ↑
25W2
58 ↑
▲ 7
Raw data table
24W1
24W2
25W1
25W2
Groups of certain brands (e.g. car brands, sports brands)
22
16
23
28 ↑
Brands hosted beverage & alcohol related groups
20
20
23
27 ↑
Brands hosted art & craft related groups (e.g. hand craft club)
18
18
21
25 ↑
Basketball group
18
21
20
24
Soccer group
16
14
15
23 ↑
Running groups
12
13
21 ↑
21 ↑
Flag football
15
11
13
20 ↑
Music band
14
13
16
15
Cycling groups
9
8
10
14 ↑
Film clubs
9
9
11
14 ↑
Book clubs
13
11
14
13
Camping club
12
7
9
13 ↑
Brands’ VIP exclusive premium clubs
10
10
13
13
Board game groups
8
6
9
13 ↑
Fan club (of celebrities)
8
6
9
13 ↑
Photography clubs
8
8
8
12 ↑
Skateboarding group
9
5
8
12 ↑
Singing clubs
10
8
7
11 ↑
Dance clubs
11
8
10
11
Groups for sharing personal experience, information or knowledge that meet regularly
9
8
10
11
Animation club
9
7
10
11
Cos play
7
6
8
10
Rock climbing
10
8
9
11
Single club
7
8
8
9
Ultimate frisbee
6
5
8
9 ↑
At least one group of hobbies
57
49
57
63 ↑
At least one sports group
53
49
58
65 ↑
At least one brand related group
44
41
51 ↑
58 ↑
Observations
Are you currently part of any of the following groups?
Among Gen Z (15-29) | Multiple selections | Response in %
Community participation is rising sharply. About 6 in 10 US Gen Z has participated in at least one community group. This is the most direct behavioral confirmation of the theme of belonging surge across the datasets so far. There is a significant value and behavioral shift towards community, connection, and collective identity. This signals Gen Z’s response to the post-election political landscape and US youths try to find like-minded community for the sense of belonging.
Almost every single category rose this wave – signaling US Gen Z’s participations in varied community groups.
However, brand communities captured the most interest, being the top 3 popular groups – brand is a natural common theme pulling Gen Z together.
Sports group participation also is at its highest point – showing sports are becoming community identities rather than individual behaviors.
US Gen Z’s group participation is in contrast with Chinese Gen Z where community participation plateaued around 50% and brand communities declined.
Q.40
Activities Aspire to Do More in Coming 6 Months
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
24W1
43
24W2
43
25W1
40
25W2
41
▲ 1
Exercise, overall health management (e.g. jogging, walking, strength training)
24W1
46 ↑
24W2
48 ↑
25W1
45 ↑
25W2
39
▼ 6
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
24W1
41
24W2
37
25W1
33
25W2
37
▲ 4
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
24W1
41
24W2
37
25W1
38
25W2
36
▼ 2
Self-development activities (e.g. reading, learning a new skill)
24W1
42
24W2
45 ↑
25W1
39
25W2
34
▼ 5
Sports (e.g. basketball, soccer, skateboarding)
24W1
28
24W2
27
25W1
32 ↑
25W2
32 ↑
0
Travel somewhere for fun, not for business
24W1
35
24W2
35
25W1
33
25W2
31
▼ 2
Visiting places that recommend by friends or social media
24W1
26
24W2
23
25W1
27
25W2
30 ↑
▲ 3
Resting, not doing much or doing less
24W1
21
24W2
24 ↑
25W1
19
25W2
20
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
43
43
40
41
Exercise, overall health management (e.g. jogging, walking, strength training)
46 ↑
48 ↑
45 ↑
39
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
41
37
33
37
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
41
37
38
36
Self-development activities (e.g. reading, learning a new skill)
42
45 ↑
39
34
Sports (e.g. basketball, soccer, skateboarding)
28
27
32 ↑
32 ↑
Travel somewhere for fun, not for business
35
35
33
31
Visiting places that recommend by friends or social media
26
23
27
30 ↑
Resting, not doing much or doing less
21
24 ↑
19
20
Observations
Which of the following activities would you like to do more in the next 6 months?
Among Gen Z (15-29) | Multiple selections | Response in %
US Gen Z’s forward aspirations are slightly more modest and more focused than in 2024. Less urgency around self-development and health optimization, more consistent desire for social connection, sports, and discovery.
However, the overall structure of aspirations haven’t changed significantly.
Section
Engagement
United States
Q.41
Categories Purchased in the past 6 Months (S6)
In the past 6 months, which of the categories below have you purchased for yourself to use or consume?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · UNITED STATES · GEN Z△ = 25W2 vs 25W1
Nondurable goods
24W1
100
24W2
100
25W1
100
25W2
100
0
Food/groceries
24W1
99
24W2
100
25W1
100
25W2
100
0
Clothing
24W1
75
24W2
78
25W1
76
25W2
75
▼ 1
Skincare products
24W1
54
24W2
57
25W1
54
25W2
61 ↑
▲ 7
Fragrances
24W1
44
24W2
50 ↑
25W1
53 ↑
25W2
59 ↑
▲ 6
Beverage, not including alcohol
24W1
60
24W2
70 ↑
25W1
60
25W2
59
▼ 1
Haircare products
24W1
56
24W2
64
25W1
59
25W2
59
0
Footwear
24W1
52
24W2
58 ↑
25W1
55
25W2
59 ↑
▲ 4
Alcohol
24W1
44
24W2
50
25W1
54
25W2
54
0
Makeup products
24W1
41
24W2
40
25W1
42
25W2
46 ↑
▲ 4
Supplements/nutritional support
24W1
35
24W2
44 ↑
25W1
45 ↑
25W2
46 ↑
▲ 1
Durable goods
24W1
86
24W2
84
25W1
89 ↑
25W2
89 ↑
0
Personal tech and entertainment products
24W1
56
24W2
57
25W1
59
25W2
61
▲ 2
Health and beauty tech products
24W1
52
24W2
51
25W1
56 ↑
25W2
57 ↑
▲ 1
Home appliances
24W1
40
24W2
43
25W1
46
25W2
42
▼ 4
Jewelry and watch
24W1
34
24W2
33
25W1
40 ↑
25W2
38
▼ 2
Cars
24W1
16
24W2
17
25W1
15
25W2
15
0
Services
24W1
79
24W2
81
25W1
87 ↑
25W2
88 ↑
▲ 1
Entertainment related (e.g. membership fees, movies, concerts)
US Gen Z’s consumption profile in this wave is broad, growing, and increasingly self-directed. They spent on how they smell, look, feel, move and protect themselves financially.
The categories gaining most ground are personal care and expression (fragrance, skincare, makeup), physical investment (sports experiences, supplements) and financial maturity (insurance, education).
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)
US Gen Z’s protected spending under budget pressure clusters around services, personal tech, health beauty devices, and personal care, sports related, centered around the daily digital and physical life.
What gets cut is experiences, travel, dining, and consumables like clothes, food and makeup.
This hierarchy shows US Gen Z prioritizes staying connected, capable, and personally invested over going places or eating out/well. It’s spending that is more sustaining the self.
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
US Gen Z's alcohol brand perception is in transition — away from the accessible mass toward a more premium, diverse landscape led by Scotch whisky. Chivas Regal's emergence as the social circle top choice signals that premiumization is real and accelerating, even as the overall brand landscape remains more fragmented than in previous waves.
Chivas Regal’s surge among US Gen Z social circles mirror Royal Salute’s rise in China – both Scotch whisky brands gaining ground simultaneously suggests a broader premiumization toward Scotch across Gen Z markets.
Smirnoff and Jim Beam both dominated in 24 wave 1 and have since lost significant ground. The mass-market vodka and bourbon brands are giving way to a more fragmented, premium-leading landscape.
US vs. China: both markets show legacy mass brands declining and Scotch whisky gaining ground — parallel premiumization trends. The key difference is the starting point: US Gen Z was more vodka and bourbon-oriented (Smirnoff, Jim Beam leading) while Chinese Gen Z was more cognac-oriented (Hennessy dominating). Both are moving toward Scotch whisky as the aspirational social circle choice — a cross-market convergence in premium alcohol preferences among Gen Z.
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
US Gen Z’s footwear profile is consolidating around a functional core – sneakers for lifestyle, performance shoes for sport, outdoor shoes for activity, while more fashion-oriented categories gradually soften. Appears US Gen Z’s wardrobe is built for an active, varied life rather than for style occasions.
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
US Gen Z’s clothing profile is consolidating around a smaller, more considered wardrobe – as the total purchase declines since the 24W2 peak. Jeans is the anchor category, jackets building (although not significant yet), casual wear normalizing downward after the 24W2 moment (sweatshirts, graphic tees, T-shirts). Fewer statement pieces were purchased P6M, but more reliable, versatile foundations.
Q.46
Type of Footwear /Apparel Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase? · You mentioned you purchased clothes in the past 6 months. Which specific types 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
Footwear brand
Clothes brand
US Gen Z’s brand landscape is consolidating around sportswear and fast fashion – functional, accessible, style-credible. Everything else losing ground or softening.
The luxury moment of 2025 wave 1 was a spike instead of a trend.
The wardrobe is becoming more functional, simpler, more performance-oriented, less about brand identity-signaling.
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 consistently but has plateaued. This active following interest mirrors the purchasing dominance.
After dipping to 36% last wave, streetwear bounced back to 41%. Despite streetwear purchasing declining, following interest remains significant. US Gen Z still tracks streetwear culture and aesthetics even as actual purchases shift toward sportswear and fast fashion.
Luxury following interest is actually building even if luxury purchase has collapsed this wave. US Gen Z watches luxury content, campaigns, and culture without translating it into purchases. Consistent with the economic pressure on discretionary spending.
Almost as many US Gen Z follow White label as Designer brands – unbranded quality is becoming a legitimate consideration – consistent with the value-conscious consumer posture.
Overall, US Gen Z’s brand following landscape reflects a cohort that engages with fashion across a wide range but purchases more selectively.
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
US Gen Z fashion purchasing channels are fragmented. No single channel dominates or is pulling ahead. This shows a discovery-oriented, value-driven channels – reflecting US Gen Z shops with intention across whatever channel best serves the specific purchase moment.
However, online dominates – instore shopping is secondary, reflecting a digital-native shopping behavior.
Social commerce is rising – influencer links and brand shops on TikTok/Instagram are now primary discovery and transaction pathways. 1 in 3 US Gen Z has pu
US Vs. China: China Gen Z purchasing channels consolidate around online platforms and brand stores. Chinese fashion commerce is centralizing, while US fashion commerce is diversifying.
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
Skincare
Makeup
US Gen Z’s brand preferences show a broader appetite for French luxury aesthetics in beauty.
K-beauty are more prominent and better liked in the US than in China even if its overall presence is significantly small than global brands.
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
US Gen Z’s AI tool engagement is at an inflection point. The era of AI tool non-use is essentially over. ChatGPT has achieved near-universal adoption, while Claude, Grok are establishing early footholds.
What comes next is differentiation – which tools serve which needs, and whether ChatGPT’s dominance holds as the landscape diversifies.
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
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
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
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
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 ↑
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
Negative
48 ↑
45
39
41
Concerned
28 ↑
28 ↑
19
17
Worried / anxious
23 ↑
20
17
16
Doubtful / unbelieving
12
12
12
13
Observations
US Gen Z’s AI sentiment this wave is significantly more positive compared with 2024. However, it carries more complexity than the Chinese Gen Z sentiment.
The hope is real and adoption is near-universal, but the concern hasn’t fully resolved – US Gen Z holds AI optimism and anxiety are simultaneously and are less likely to dramatically shift than China. It might reflect a mature, nuanced relationship with AI technology rather than a converted one.
Boost productivity / efficiency peaked and softened – the instrumental, utility-driven framing of AI is losing ground as the dominant positive association. AI is not only about what it does for tasks but about what it represents for the future.
US Gen Z’s negative sentiment possibly reflect a more direct exposure to AI’s labor market implications, more media coverage of AI risks, or the absence of more encouraging moments to reframe AI to be celebrated or be proud of like DeepSeek for Chinese Gen Z.
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
US Gen Z luxury aspiration is re-organizing – away from the bold, logo-driven brands toward a more refined, understated aesthetic.
Chanel: the only brand with a consistent upward trend – the brand’s combination of heritage, timelessness, prestige resonates with Gen Z in US and China.
The quiet luxury cluster is building: Bottega Veneta, Celine, Canada Goose, Maison Margiela, Marni – all either are holding or nudging upward. They share similar aesthetic: understated, quality-focused, not logo-dependent.
Travel-linked and lifestyle luxury is becoming more relevant: Rimowa is notable because it entered recently and immediately matches legacy brands.
Gucci and Dior are softening from their peak. Gucci in particular losing ground after cultural dominance in previous waves – its maximalist aesthetic direction losing relevance as quieter luxury gains appeal.
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
Overall, US Gen Z’s perceptions of luxury is compressed and fragmented – distributed across multiple dimensions – suggesting a more pluralistic and less consolidated luxury philosophy.
Famous designer/creator made the biggest jump. Possibly shows US Gen Z increasingly associates luxury with a named creator rather than institutional heritage – reflecting a broader cultural moment around designer celebrity and cultural figures.
Positive emotions softened – seems like luxury needs to justify itself beyond just making one feel good.
Quality and craftsmanship is still the most aligned definition.
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
Top drivers for luxury purchase are around internal, intimate personal emotions – self-reward, treating oneself well, feeling special, celebrating occasions.
The external rational and social justifications such as investment, respect, individuality are not as strong and in decline.
US vs. China: US Gen Z luxury buyers are becoming more purely emotional and experiential in their motivation; Chinese Gen Z luxury buyers are maintaining a rational financial dimension.
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
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
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 ↑
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
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
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
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
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
Easy and convenient to charge the battery (e.g. availability of charging stations, fast charge), if it’s an electric
20
24
27 ↑
33 ↑
The size of car must accommodate my family and storage needs
36
36
30
31
Exciting to drive – acceleration and easy to handle
39 ↑
34
31
29
Self-driving features/driverless technology, e.g. adaptive cruise control, lane keeping assist, parking assist, full
24
22
22
28
Easy access to excellent service and after-sale support
25
29
30
23
Potential resale value
23
22
22
22
Emotional
66
71
77 ↑
81 ↑
Helps me stand out or feel different (such as being an early adopter of the latest technology)
20
26
30 ↑
36 ↑
Helps me fit in or to be part of a community / connect with other owners
20
23
25
31 ↑
Brands that show strong support of sustainability / It helps me contribute to sustainability
27
27
32
31
KOL/influencer endorsed or recommended (on social media or live streaming)
15
14
18
27 ↑
I resonate with the values and lifestyles expressed by the brand
23
25
28
26
It can be a conversation piece
21
20
23
23
Observations
Across consumable categories, value consciousness peaked and is now softening, for food (75 -> 62%), alcohol (81 ->59%), beauty (69 -> 56%), apparel (66 -> 47%). The acute value seeking priority appears to be a momentary shift.
KOL and influencer endorsement is making a surprising comeback among US Gen Z – in sharp contrast with Chinese Gen Z. Most categories show significant growth on KOL endorsement: Food, alcohol, apparel, tech, auto, a significant consideration for 1 in 3 or 1 in 4 US Gen Z. This may reflect TikTok Shop’s growing influence, and a more creator-economy embedded consumer culture in the US.
Community and belonging (“Helps me fit into a community”; “can be a conversation piece”) as purchase consideration are rising across some categories: Food, alcohol, tech, auto in particular. The desire to fit in through consumption is becoming more prominent – consistent with the broader belonging jump in the values and lifestyle data.
Functional considerations are softening across the board, especially food, tech, auto, and beauty, while at the same time emotional drivers are holding or rising (some significant, some more upward trend) in these categories. Purchasing has becoming more emotionally and socially driven, less purely performance-oriented.
Considerations for cars shifted dramatically. Now 1 in 3 US Gen Z prioritize “easy to charge” – among the top tier driver cluster, rising from the least prioritized factor. Emotional drivers for car purchasing consistently rise since tracking, signaling US Gen Z car buyers are becoming more emotionally and socially motivated – the car as identity and community signal is rising over more functional specifications.
Considerations for luxury goods are mostly consistent, except for the need to “look expensive” dropped significantly (now 1 in 5 from almost 1 in 3) while “style does not go out of date” jumped to 40% - it has become the most sought after functional aspect (previously it was least prioritized). This aligns with the quiet luxury aspiration in earlier data and the shift toward heritage and enduring quality as luxury definitions.
Across all categories, US Gen Z purchase consideration landscape relaxed from value consciousness, function-driven to more emotional, communal, social motivations.