Japan: Gen Z in 2021
11 August 2022 ● less than 1 min read ● 1 image
For leading global trend forecaster WGSN, I put together this in-depth report on Japanese ‘zoomers’: a demographic that, while having plenty in common with peers elsewhere, possesses a mindset shaped by the particular social and economic landscape of early 21st-century Japan.
Across 12 pages I examine how Gen Z Japan is reshaping consumption in its own image as it negotiates ever more precarious times, and offer insight into how brands can resonate with this values-driven yet conflict-averse cohort.
(Oct. 2021, online and pdf download)
Tokyo-based writer, editor and consultant with an eye on travel, lifestyle, sustainability, culture, design and Japanese consumer trends.
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