VML：2023年Z世代悖论研究报告（英文版）（31页）.pdf

1、X2 0 2 3R E S E A R C H S T U D I OResearch Studio VMLPARADOXESGeneration Z 2 0 2 3R E S E A R C H S T U D I O90 years of creating best-in-class The agency has led the way with early innovations in:measuring ad effectiveness A/B testing pre-testing ads in situ brand personality and archetypes lifest

2、yle segmentation perceptual mapping laddering techniques social listening tools UX research techniquesR E S E A R C H S T U D I O2 0 2 3G E N Z P A R A D O X E S3P A G EShining a light on blindspots and biases to unlock new insights and growth opportunitiesDIVERSE PERSPECTIVES WE CANNOT BE REDUCED T

3、O BINARIES,DEMOGRAPHICS AND INSULAR THINKINGEMPATHY WE MUST PUT ASIDE OUR PRECONCEIVED NOTIONS TO IMAGINE THE POSSIBILITIES INHERENT IN ANOTHERDATA-DRIVEN STORIES DATA TELLS US THE NEEDS,MOTIVATIONS AND ASPIRATIONS OF THOSE WE WANT TO CONNECT WITHCURIOSITY WE ARE ONLY LIMITED BY WHAT WE KNOW LEARNIN

4、G MORE IS OUR COMPETITIVE ADVANTAGECONNECTING THE DOTS FINDING THE PATTERNS IN WHAT PEOPLE SAY AND MEAN UNLOCKS NEW THINKINGR E S E A R C H S T U D I O2 0 2 3G E N Z P A R A D O X E S4P A G EINTRO TO GEN Z PARADOXESWhat is there to say about Generation Z that hasnt already been said?Industry leaders

5、,advertisers,marketers and researchers have published thousands of articles,reports and POVs on the buzzworthy Gen Z,and yet,you often walk away still not quite understanding why it all matters.Through whats already been explored,you see Gen Z through a limited,single lens not for who these people a

6、re as people.People who make mistakes,who know who they are,all while still figuring it out.This research is part of a broader series to understand this power generation,the first examining Conscience vs.Commerce.How Brands Can Close The Gap.This new report explores Gen Z through its paradoxes throu