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Millennials killed cereal, department stores, and prioritized eating avocado toast over house-buying. Gen Zs are selfie-obsessed snowflakes who don’t understand the value of hard work. 

These are just some of the negative stereotypes that have surfaced over the years for both generations. 

Rather than getting tied up with misconceptions, it’s crucial to be led by relevant, data-driven insight into audiences. Gen Z will soon become the largest cohort of consumers, so it’s never been more important for brands and marketers to get a true understanding of them. 

So what else makes the group stand out that you need to know?

Riding the anxiety wave 

The pandemic was arguably the biggest test of resilience. 

Disruption to education, job losses, financial uncertainty, and social isolation have all weighed heavily on Gen Z’s shoulders. Dubbed the “sacrificed generation” by the Guardian in 2021, the toll of the pandemic on young people’s mental wellness is undeniable – something that sets them apart from other generations. 

In the US, the number of Gen Z who say they experience stress regularly/often has increased by 26% since Q2 2020, with feelings of anxiety also creeping up by 14%. 

Globally, out of a list of 17 attitudes, Gen Z stand out the most for saying they’re prone to anxiety. This is ahead of other generations, and comes to light even more on a country level. In the US, 45% of Gen Z say they’re prone to anxiety compared to 25% of baby boomers. 

This group grew up with technology at their fingertips – a double-edged sword in a way. Their anxiety can often be exacerbated by social media, with doomscrolling during the pandemic likely playing a part in this. It’s no wonder then that Gen Z are more likely than the average consumer to worry they spend too much time on social media or on their phone, and feel using social media causes them anxiety. 

Yet, even at a time when “it’s okay to not be okay”, just 1 in 3 globally feel comfortable talking about their mental health. 

In many markets, Gen X and baby boomers are strides ahead of Gen Z for feeling comfortable speaking up about how they feel. 

So even though Gen Z struggle the most with anxiety, they have a harder time speaking up. There’s a need to break down mental health stigmas and encourage this vulnerable young group to get the support they need. 

Not only are Gen Z a key audience for brands within the anxiety economy, their worries around talking about their wellbeing presents an opportunity for new campaigns. 

The Campaign Against Living Miserably (CALM) recently used this type of messaging in a Wordle layout to highlight keywords related to asking for help when it’s needed – putting the spotlight on mental health while tapping into Gen Z’s interest in gaming at the same time.

New apps like Spoof, aimed largely at Gen Z, are also popping up. The app recently secured pre-seed investment and aims to produce music to help users achieve a desired mental state, which they claim has the same impact as therapeutic practices. With an increasing pool of people needing support, we’ll see this space fill up with more products and services that help mental wellness. 

A hustle mentality underpins this group

Globally, the most distinctive value for this young group is being successful (62% say this). This could partly be down to life stage, with many yet to enter the workforce. Either way, it doesn’t take away from the fact this group is laser-focused on securing a better future for themselves, likely fueled even more by the hardships they faced during the pandemic. 

The job market may be reigniting, but that doesn’t mean Gen Z are having an easy time joining the workforce. In the US, research found a rise in underemployment, with graduates accepting lower-paying work as they struggle to establish themselves. 

On a more positive note, Gen Z are ahead of other generations in agreeing that challenging themselves and learning new skills are important to them, so they’ve got the right attitude in place to get on their feet. 

And with nearly 4 in 10 Gen Z now in full, part-time, or freelance roles, they’re starting to make their mark on the working world. They don’t shy away from side-hustles either. Their drive for money and success has led to just over half of Gen Z in the US to take on some form of gig economy work in the last year – more than other generations. This also helps to explain their affinity toward investing. The number of those investing in cryptocurrency in the US increased by a whopping 200% since Q2 2020. 

Investing apps and fintech brands are already nurturing this interest by introducing new features that appeal to Gen Z’s financial side; Coinbase partnered with Mastercard to smooth the process of buying and selling NFTs, while Moneybox introduced a Lifetime ISA for those planning to buy their first home. 

Gen Z’s concern for the planet is clear, but their actions aren’t perfect

The terms “Gen Z” and “climate change activism” often go hand-in-hand. Coined “Generation Greta” a few years back, this generation have often been painted as one of the most vocal groups about the climate crisis. And this is true to a degree. 

In the US, climate change is their biggest concern out of a list of 21 worries – something that’s overtaken concern about infectious diseases. 

Globally, a quarter of this generation also feel the environment will get worse in the next 6 months, up from 18% in Q2 2020 – when Covid caused major disruption to economic life, and the environment temporarily benefited.

Their concern about climate change is likely to affect how they shop, where they want to work, and what they do. It’s also led many to be attracted to careers that can help them be part of the solution. 

With all that said, their environmental actions aren’t exactly perfect. 

US Gen Z are much less likely than older generations to say they always try to recycle, for example, but are more likely to choose home-made alternatives to products, as well as avoid buying products that don’t have recyclable packaging. 

We discovered in our January Zeitgeist research that Gen Z are more likely to take small, eco-conscious steps in other ways. They’re more inclined to volunteer or donate money, walk or cycle instead of drive, and eat plant-based foods than older generations. They’re also the most confident in their ability to personally have a moderate or major impact on climate change (65% say this). 

Part of this action will likely involve being vocal about governments and brands needing to do more. Gen Z in the US place much more responsibility on governments to step up and take action than other generations, suggesting that for them real change requires top-down action. Sustainability is more political than it is personal for Gen Z. 

The same goes for brands too. This group demands transparency about production and supply chains, so being upfront and clear is an absolute must-have. They’ll likely react better to campaigns that are focused around transparency in the products they buy, such as brands providing end-of-life product support like information on where to recycle, resell, or repair items. 

They’re after a more genuine and healthier online experience

With Gen Z being 25% more likely than everyone else to say social media causes them anxiety, it’s little wonder why many are seeking a more honest, open, and carefree online environment. 

In our Connecting the dots 2022 report, we covered how Gen Z are becoming tired of picture-perfect, filtered posts and content on social media. They were ahead of other groups for saying there’s too much pressure to be perfect on social media and that people should show more of their real selves online. The seemingly endless need for perfection has become unrealistic and unrelatable. 

In the US, Gen Z’s interest in celebrity news and influencers dropped by 26% and 15% respectively since Q2 2020. 

At the same time, the portion of US Gen Z who say they want their lifestyles to impress others or who say they’re influenced by what’s cool or trendy have also declined. 

The pandemic has shifted the tone of online content. And this has all given way to the rise of the “genuinfluencer” – someone who shares advice and unbiased information. Namely, their main aim isn’t to sell a new product or collection.

While influencers have traditionally been used to promote the latest fashion or cosmetics products, they’re increasingly being used by brands, governments, and other large institutions to share important information and gain trust. A good example of this is Olivia Rodrigo, singer and Gen Z icon, who was invited to the White House last July to encourage her millions of followers to get vaccinated. 

For brands looking to reach Gen Z, it’s absolutely essential to carefully consider the content they post and the type of influencer relationships they have. For a generation that’s still reeling from the fallout of the pandemic, brands should do what they can to create a healthier online space. 

Covid has really put into perspective how many aspects of our lives have changed, and for many young people its effects will linger on for some time to come. Gen Z are a must-reach audience for many brands, but failing to take into account the impact the pandemic has had on their lives and mentality is a misstep.

One of the most anticipated months in the fashion calendar, February means Fashion Week. Designer brands gather to showcase their upcoming collections at different catwalk capitals across the world.

In years gone by, it would take months for interpretations of them to get into stores. But in 2022, fashion is faster than ever. 

Runway styles are frequently snapped, sketched and sent off to manufacturers around the world in a matter of weeks. And there’s one retailer at the forefront of getting the latest on-trend designs to the mass market – Shein.

Founded in 2008 to sell wedding dresses, Shein has been one of the biggest retail success stories in recent years, an “ultra-fast” fashion retailer beloved by Gen Z but little known by most people over 30.

16% of Gen Zers have ordered clothes from Shein in the past month – almost as many as have ordered from a fashion brand’s own website (18%).

That’s still some way behind Amazon for the moment, but it’s carrying a lot of momentum. 

Much of its success has been down to manufacturing technology and operations – but much of it has come from understanding its customers. 

With the help of research conducted just before Fashion Week kicked off, we’ve gathered the best insights into Shein shoppers, what makes them tick, and the things that even Shein might not know about them. 

1. Shein serves overlooked audiences.

If you’ve never bought from Shein, you might have seen someone posting their latest #haul on social media. The faces you tend to see on these videos – women below 30, often students – largely reflects its user base. In fact, Shein shoppers are much more likely to be female than even those of other fast fashion sellers like Boohoo and ASOS.

Young women are fashion brands’ most frequent buyers, so they’re not overlooked in that sense. But many of their needs and interests are undervalued, and they’re definitely overlooked as the drivers of future trends. 

You could compare where Shein is now with where TikTok was a couple of years ago. A Chinese-made app, popular with young women, it was often dismissed for being frivolous or lightweight – but is now part of the mainstream. 22% of Shein shoppers are on Tumblr, another social network that’s made a powerful – if largely unheralded – contribution to popular culture.

This is a group 5 years ahead of everyone else.

If brands don’t catch up they’ll lose touch with a highly desirable audience, and lag behind the cultural curve. 

Fashion is volatile at the best of times. Styles change fast, not just in designs but also for the retailers in vogue. Shein’s use of data ensures it can follow what its audience craves quicker than anyone else. It’s upended the top-down model, where trends would be set by fashion houses and celebrities – and secured huge kudos from its audience in the process.

Another part of Shein’s success with young women is serving them at certain life stages. Its users are more likely to be mothers, or expecting a child. It could be that Shein is better at providing kids’ clothes, and potentially maternity and postpartum wear too. Or it could be that they’re better at providing that audience with stylish clothes at an affordable price, recognizing that they’re still fashion-conscious consumers, as well as mothers. 

Or it could be both.

As journalist Louise Matsakis has said, Shein likes to “fill every niche possible”, serving ignored and overlooked market segments. Outside of maternity, its ‘Curve + Plus’ collection sits proudly between ‘Women’ and ‘Men’ on the main navbar of its homepage – unlike some other retailers, where plus-size collections need a series of clicks to find. 

Helped by its extensive collection of data, Shein is well-placed to fill these niches. 

The first thing to learn from Shein? Don’t take your audience for granted. Shein has swallowed up market share from other retailers because it’s guided by what its customers think and do. 

Linked to that is realizing that consumers quite literally come in all shapes and sizes. Marketing strategies can’t capture them all, but brands should ask themselves if there are any segments they’re overlooking. 

2. Shein uses celebrities and influencers effectively.

Shein has been able to grow its audience through highly effective partnerships with influencers. On the one hand it’s worked with celebrities like Katy Perry, Lil Nas X, and Addison Rae, and on the other it’s drawn on a network of micro-influencers, who only have follower counts in the thousands, but have a tight circle of trusting fans. 

Shein shoppers are 2.15 times more likely to be interested in celebrity news, and 1.81 times more likely to be interested in reality TV, so it’s little wonder these partnerships have been so effective. They’re also much more likely to use Patreon-style membership services, so they’re clearly invested in online personalities both large and small. It’s the same kind of formula that’s helped Gymshark become a billion dollar brand. 

Social media isn’t the only place its shoppers respond to ads though – they’re also over 2.5 times more likely to discover brands through ads on music-streaming services. The two could even be combined, letting creators and influencers share their playlists under a branded umbrella – just as Gymshark has done. 

Many brands have at least dabbled with influencers at some point, so perhaps the best thing to learn from Shein is the power in mixing high-reach celebrity accounts with high-impact micro-influencers and content creators. 

Providing a platform for creative and ambitious fans of your brand will lead to great buy-in. And as we’ve covered elsewhere, one of the side-effects of the pandemic has been consumers feeling that they’re more daring and talented than before, making it an ideal time to lean into their ideas.

3. Shein understands how their audience buys online.

The point of fast fashion is to get trendy items to consumers as soon as possible. Simple.

This has implications on how those products are bought. And here, too, the stereotype of a Shein user is largely accurate.

As you might expect from consumers that like to post #hauls to their followers, they’re incredibly impulsive. Compared to the average, they’re more likely to…

• Buy new tech products as soon as they’re available
• Buy brands they’ve seen advertised
• Say they’re the first to try new things
• Describe themselves as risk takers

Shein buyers also have an interesting relationship with income and status. They’re not especially high earners – if anything they tend to have a lower income – but they perceive themselves to be affluent, and not at all price-conscious.

They’re much more likely to use Klarna-style ‘buy-now-pay-later’ services, so we can assume a lot of their spend is on credit.

Shein’s low prices have raised eyebrows in the industry, but given what we know about the audience, it’s probably not the whole story. When you look at TikTok hauls, the total spend can be quite high.  

Some of this has to be taken with a pinch of salt – consumers rarely practice what they preach when it comes to pricing. But there are important insights about how Shein shoppers behave that shouldn’t be ignored. 

For instance, while they buy products online quite a lot, they’re less likely than the average to browse for products. So what gives?

Our take on this is similar to what Dimitrios Tsvrikos, consumer psychologist at University College London, says: “shopping on Shein is a form of online entertainment.”

It’s closely associated with TikTok for good reason – posting your haul, and seeing other people’s, is all part of the experience. The app itself is highly gamified. There’s in-app rewards, and the chance to find clothes no one else has – before they’re out of stock. 

Above all, there’s a small decision making window for buying clothes on Shein.

It’s ‘add to cart’ first, ask questions later. 

What can other brands learn from this? Sometimes the purchase journey is incredibly short, so remove friction where it exists. 

For fashion brands and retailers – understand that entertainment is part of the reason why consumers log on. Chinese apps have understood this for some time, adding content and community features. Not everything they do will migrate West, but there’s still room for fashion retailers to capture a mall-like experience in the digital space, where socializing and entertainment live alongside shopping. 

4. Shein doesn’t make assumptions about their audience’s beliefs. 

What do recycling, personal data, and politics have in common? Criticisms of Shein have come from all three areas. But also – Shein shoppers are less likely to care about any of them.

We often talk about Gen Z in the context of the climate crisis, and it’s easy to think that all young people are fiercely ethical and environmental.

But Shein’s audience teaches us two things here: one, that generations are not completely uniform, and two, that the environment is such a big topic, people think about it in different ways. 

It’s not as if Shein shoppers don’t care about the environment at all – we learned in our January research that Shein shoppers are concerned about the impact of climate change, not just on the planet but for themselves personally. They think people should support sustainable brands, and seeing how many are interested in vegan food and plant-based diets, they clearly think about how what they eat impacts the planet. 

We also learned that when they buy groceries, they think about the environment a lot. They want products delivered on eco-friendly transport and for there to be less packaging with their deliveries. But these seem to be less important where fashion is concerned. 

The big takeaway here is that consumers make different calculations about the environment in different areas in their life.

A classic example is travel – most consumers think the cultural and mental benefits of travel outweigh the environmental costs. A similar logic is likely at work for Shein shoppers when they log on to order the latest threads. 

Brands shouldn’t treat the environment as a one-size-fits-all issue, and be aware of how consumers view the sector they sit in specifically. 

5. Shein’s success can still be built upon. 

What makes someone buy clothes from Shein and not somewhere else? Its low prices are the obvious explanation, but there’s more to it than that.

We can get some clues by looking at what’s important to shoppers when buying clothing online. Some of these are a good match for Shein’s model – but others are more up for grabs.

For instance, Shein shoppers are 3.25 times more likely to say attractive packaging is important.

It may be that Shein’s distinctive ziplock bags have a kind of minimalist aesthetic about them, but there’s probably more ways to take advantage of such a vital touchpoint with consumers.

Even if you’re dealing with basic cardboard boxes and poly bags, there’s still ways to slip in moments of joy at the point of delivery – a high point of anticipation in any purchase. Shein shoppers are big viewers of vlogs, where ‘unboxing’ videos are popular, and where those moments of joy are highlighted. Cottagecore clothing brand Son De Flor adds a little surprise to its orders, slipping poems into the pockets of its dresses. It’s a personal touch difficult to scale up, but can act as useful inspiration. 

Another trait among Shein shoppers is wanting recent, fashionable styles, which makes sense given that speed to market is its biggest strength.

Somewhere Shein is relatively slow though, is in shipping. Shipping from China can take weeks, which is at odds with its audience preferring retailers that deliver quickly. 

It’d be no easy feat, but any brand able to combine a Shein-like speed for tapping into trends, along with rapid delivery, would be in a great position.  

Shein will stick around, though it may have some rocky years ahead. 

Shein has emerged seemingly from nowhere to become one of the biggest fashion brands in the world, helped in no small part by a deep understanding of what its customers want.

Some of this growth has to be seen in context, though, and it’s likely it’ll face more pressure as it becomes more established in the coming years. Either due to its perceived environmental failings, controversial data collection, or because it gets caught up in geopolitical disputes. Shein hired an ESG executive in December 2021, so it’s clearly more invested in its broader impact.

The Shein model has some growing pains, but there are still great examples in its success for other brands to follow – and not just fashion retailers – in its ability to serve overlooked market segments, its understanding of trends, and its knowledge of what its customers truly value. 

Looking back, it’s funny to imagine a time where anyone would doubt the potential of the internet or social media. 

But that’s exactly what happened.

In 2000, UK newspaper the Daily Mail asked if the internet was a “passing fad” that “millions” were giving up on. The Irish Independent posed the same question of Facebook nine years later. 

Today, that same doubt is being aimed at the metaverse; on the one hand it’s an idea that will change everything. On the other, it’s “an amorphous concept that no one really wants”. 

So which is it?

While the first ‘real’ metaverse isn’t here yet, we’ve done research into both sides of the argument to give you the low down on its potential. Using our Core dataset and our November 2021 Zeitgeist survey, we set out to answer the following questions:

• Just what is the metaverse?
• Are consumers actually interested in it?
• What are the potential benefits?
• What are the future obstacles?

What exactly is the metaverse?

The term ‘metaverse’ was coined in the 1992 science fiction novel, Snow Crash; taking the form of a colossal, spherical planet that users access through virtual reality technology. It has shops, real estate, and its inhabitants typically choose an avatar different to their real-life appearance.

Sound familiar? 

If so, that’s probably because a lot of these ideas already exist in gaming.

Fortnite is perhaps the most well-known example – players have been going to concerts and buying branded merch in-game for some time now. 

We already have some evidence that the metaverse will build on these qualities. In late 2021, Meta revealed a first look at its upcoming service, with VR, avatars, and virtual activities all on show. For the time being, it’s the best example we can give of what a metaverse might look like, and we’ll lean on it where we can.

There’s plenty of pop culture influences too, think films like The Matrix to Ready Player One, but only time will tell what the finished product looks like. Even existing VR services like Decentraland, although a similar concept, are only rough examples rather than ‘true’ metaverses.

These spaces are almost certain to change in the future; the internet doesn’t look the same as it did in its infancy, so why should the metaverse be any different?

Consumers are keen to give it a try.

In 9 markets, knowledge of the metaverse is split almost equally into three groups: 33% who understand the concept, 37% who have heard of it but aren’t sure what it means, and 30% who aren’t sure at all.

Awareness (in any capacity) drops off significantly among those aged 45+ – just 18% are aware or familiar with the term – but we can take this as a promising sign the metaverse isn’t just a service built with the youngest consumers in mind.

What really matters is whether consumers are willing to take part.

Over half of consumers say they are interested in participating in the metaverse, with 1 in 3 of those who haven’t heard of it before still said they wanted to be involved.

It’s definitely a concept that has appeal.

This is super important because there’s always the possibility that the first metaverse might not meet everyone’s expectations – full of activities for one audience, but unappealing to others. Thankfully, there are many companies working in this space, so there may be more than one metaverse to look forward to. 

In this pre-metaverse stage, it’s important for brands to familiarize themselves with early adopters; even if we know little about what it will actually look like, we can get an idea of the individuals who will use it.

First and foremost, they’re status seekers. Just shy of 1 in 3 say standing out in a crowd is important to them and they’re 18% more likely to say brands should help them improve their reputation. The gaming landscape is full of examples here; loads of games reward their players with exclusive content when they complete a limited time challenge, or offer in-game content for those who pre-order games ahead of release.

Meta, after buying a number of gaming studios and tech start-ups over the past few years, is in pole position to build on these characteristics. When its metaverse rolls out, it can lean on its battle royale title, Population: One, to entice newcomers with content that stragglers won’t have access to.

Future would-be participants are also community-minded; over 1 in 5 buy products to access the community around them.

Exclusivity may be important but they want to find others like them in order to showcase this. Platforms like Discord, Reddit, and Telegram (popular with this audience) have become powerful touchpoints for brands to build niche communities more easily.

The bottom line here is that these individuals don’t want to miss out on the latest thing – why should brands be any different?

The metaverse already has a lot to live up to.

It’s interesting that consumers are so eager to take part in something they know so little about. 

Information might be thin on the ground but a key takeaway from Meta’s presentation was that the metaverse would be a highly social space; one where consumers can “learn and collaborate in ways that go beyond what we can imagine.” It’s safe then to see the metaverse as a new form of social media, meaning it’s never too early to nail down the most important social media trends. 

If this is the case then the metaverse would be revolutionary; 98% of global consumers use any form of social media, with a further 58% discovering new products through these platforms alone (the likes of ads, blog posts, branded social sites etc).

If the metaverse can capture even a fraction of this engagement, then it’s hard to find a reason to not be involved.

And like social media, it’s likely we’ll have many metaverses to choose from down the line; offering diverse platforms with specific niches and target audiences that expand the playing field for brands.

But let’s look closer; what do consumers think the metaverse will accomplish?

It’s difficult to talk about the metaverse without mentioning gaming. We’ve already mentioned how the likes of Fortnite shaped the building blocks of this concept, but other titles like Minecraft and Roblox have made a name for themselves in this space too.

As such, the general consensus is that the metaverse will mostly benefit gaming. Namely making online play more popular, improving the social aspect, or making it more accessible for newcomers.

With 84% of consumers playing games on any device as of Q3 2021, a gaming-centric metaverse could attract a solid user base.

The bottom line is that it’s hard to imagine a metaverse that doesn’t appeal to gamers in some form or another, where massively multiplayer spaces have been established for some time. Brands eyeing up this opportunity should take the time to brush up on gaming campaigns – particularly since over a third believe the metaverse will give them opportunities to get into the gaming landscape.

The metaverse might often be imagined as a gaming space first and foremost, but its impact on content creation shouldn’t be overlooked. We can’t just focus on what people expect the metaverse to do for them, but what people are expected to do with it.

Online gaming may be the thing that has consumers most excited but hopes that the metaverse will make content creation easier or more prominent is also a powerful incentive for taking part (41%). As the gaming industry’s tie to the creator economy continues to strengthen, companies should pay close attention to influencers in search of new partnership opportunities.

Brands shouldn’t wait around before doing this; there’s nothing to suggest that in-game brand spaces will work the same way in the metaverse. It’s time to stake out partnerships now, and brands can do this by observing the kinds of communities potential participators are already a part of.

Nearly 1 in 5 of these consumers say they use a paid-for site for following creators every week. That should put small creators on brand’s radars but also highlight the importance of sites like Reddit, Discord, and Telegram Messenger – platforms we already know to be popular with this audience. 

Start here. Observe the kinds of content others are creating in existing virtual spaces and zero in on those that best align with your brand. When the metaverse does arrive, those who took the time to research these fandoms will be more prepared. 

No-one knows what the metaverse, or metaverses, will eventually look like. But we do have clues as to what drives the people that might use it. The more brands can align themselves with them, and the online communities they’re part of, the more likely they are to find success. 

We’ve been getting ‘metaverse-ready’ for a while.

Gaming and content creation shouldn’t be the only talking points of the metaverse. Its perceived impact on the way we work and shop also make for popular discussion online.

We can get a clearer picture of what kinds of activities the metaverse will improve on by observing those already interested in taking part.

Nearly 6 in 10 global consumers prefer shopping online to in-store but, among those with an interest in participating in the metaverse, this figure rises to just over 2 in 3. Even after the majority of the world has exited some form of lockdown, ecommerce tends to be the preferred option.

Likewise, 42% of potential participants attend weekly conference calls. Offices may be open once again but, with the mass adoption of hybrid working, translating business calls to a virtual setting doesn’t feel too far away. Our work data only backs this up further, with the number of professionals who say their company broadly permits remote working having grown 20% since Q1 2019.

Convenience is key here; a third of all consumers want brands to simplify their routines so the need to shop, play, and socialize seamlessly should be firmly within the goals of the metaverse.

Once again, the best example of this in practice is the Meta presentation – Zuckerberg plays poker with his friends, he receives a call from someone outside the group, and goes to meet them almost instantaneously. 

Now imagine this, but bigger. Consumers attend work meetings in a virtual environment, meet up with them for lunch, and leave work to catch their friends at a virtual concert, play a game or do some shopping. Sounds far-fetched? In the last month, a third of would-be metaverse participants played games with their friends online, while 19% watched an esports tournament.

Even if just 12% of these consumers play games on VR, our data suggests this is changing quickly – since Q2 2020, the number of global consumers who do this has grown 67%.  The technology is even gaining ground outside of gaming as businesses experiment with VR as an alternative to ‘traditional’ conference calls. 

There’s still a way to go, but imagining routine online behaviors in a virtual world is sounding more feasible every day.

Privacy and tech adoption could prove important obstacles.

Despite all the talk of the wonderful things the metaverse may achieve, the concept is still very new. We can certainly gauge consumer interest and discuss the activities they intend to take part in but there are still obstacles in the way.

VR adoption, as we’ve pointed out, is still in its early stages.

Even if ownership is on the up, these devices will need to be more commonplace before populated virtual spaces can take shape. This is likely to change as more industries experiment with the technology but the major barrier here is still cost – those who play VR games are 41% more likely to be high-earners. 

Still, the metaverse could be the push needed to catapult VR to ‘must-have’ status and  convince consumers that the cost is worth the trade off.

Privacy is also crucial. Among those interested in participating in the metaverse, 36% worry about how companies use their personal data online, while 23% worry about the government tracking them. 

Regulating the metaverse will be very different to the internet, and the matter of privacy is already a huge concern for tech brands; Apple’s changes to its privacy policy have seriously impacted companies like Meta and will likely affect the metaverse too.

The internet has certainly hardened consumers’ behavior towards protecting their privacy, but if brands can assure them that this space is safe to use, more will be willing to take part – and buy the necessary tech to access it.

Fortune favors the bold. 

Hindsight can be quite a bitter thing.

What if you’d sold books over the internet in 1993, started a YouTube channel in 2005, or livestreamed yourself playing video games in 2011? 

Nevermind if you missed the opportunity to do these with the internet, you could be the first to do them in the metaverse. It’s still early days, and there are plenty of obstacles to overcome, but with consumers largely interested in taking part, it certainly has the potential to succeed.

For brands eyeing up the metaverse, take this time to nail down the lessons learned about social media and gaming. It won’t necessarily be a simple blend of the two, but both will be major influences.

One of Covid’s big lessons for marketers was the need to be agile, and plan for different scenarios. Noone can say with complete confidence if the metaverse will be a fixture in people’s lives in ten years’ time, but if it does, then it’s worth remembering:

• There is no right or wrong answer – yet. For the time being, we can only speculate how the metaverse might look. This isn’t necessarily a bad thing; marketers effectively have a blank slate to draft campaigns but will need to pay close attention to new information on the metaverse as it edges closer to reality.

• There are opportunities for all. Gaming is already a key talking point of the metaverse but things like shopping, working, socializing, and live events also need to be taken into account. This opens the door to plenty of brands but for the metaverse to take off, users will need to be able to do these activities simultaneously. If not, then there’s little incentive to take part.

• Know your audience. Audience segmentation is crucial for any targeted campaign, so why should the metaverse be any different? Even if information is thin on the ground, brands can use data to profile those with an interest in the metaverse and gain a better understanding of how they may use it. 

• Keep an eye on creators. With content creation expected to feature prominently, focusing on existing creators can help brands form partnerships when the metaverse arrives – rather than going it alone.

• Privacy always matters. Whether consumers have heard about the metaverse or not, how it is regulated will be a key concern. Offering clarity about how users’ data is stored and used will help ease these concerns.

In 2020, Parasite became the first foreign-language winner of Best Picture at the Oscars. It represented a milestone in Korean culture becoming more embedded in the West, something helped along the way by BTS, “Gangnam Style”, and most recently, Squid Game. 

Helped by media platforms with global distribution – and renewed calls for diversity and inclusion – consumers are getting more comfortable with content from overseas. Viewers’ eyes are open to the new concepts and narratives offered by international shows. 

As Greg Peters, Chief Product Officer at Netflix put it: “It doesn’t matter where you live or what languages you speak, this is about great storytelling.”

Streaming services are changing the narrative

First, some background. The pandemic has introduced more consumers to online TV, increasing the chances they’ll find shows more exotic than what they might find in their TV guide. 

Despite the relaxation of lockdown restrictions, subscriptions to streaming services have gradually climbed, with the number paying for a movie or TV streaming service increasing by 15% since Q1 2020. 

If you were watching TV in the early 2000s, you’d have struggled to find a South Korean TV series or Spanish TV drama outside the furthest reaches of cable schedules. Now, shows such as Money Heist (La Casa de Papel) have been viewed by 69 million households worldwide, an audience greater than the entire population of the UK. 

Platforms like Netflix show that the rules of the entertainment game have changed in real time. 

With 190 countries under its belt, Netflix is the most experienced in this kind of “local-global” content, and ​it’s been estimated that half of European content on Netflix and Amazon viewing could be non-English shows by 2030.

For younger consumers, this is all normal. Having been effectively raised on the internet, many don’t see geographical borders the same way they may have once been perceived. 

In the UK and US, 76% of Gen Z/millennials watch foreign language TV shows or films, compared to 56% for Gen X/baby boomers. 

This cultural softening among younger audiences means they aren’t always interested in localized versions of foreign-language media, and that they prefer their viewing experience to be explored and consumed in its local context.

What are viewers’ watching?

The implications of this change go far beyond just platforms though. As Squid Game demonstrated, shows that explode globally set off a whole host of memes, which offers opportunities for brands canny enough to tap into the cultural zeitgeist. 

In the UK and US, two-thirds watch foreign language content.

Watched by over half of US and UK foreign content viewers, it’s TV dramas that have taken the world by storm.

Cultural references form a strong part of shows’ identities. Money Heist, through its red suits and masks, is a nod to the Spanish surrealist artist Salvador Dali. Squid Game took over the internet after its release in September 2021, a commentary on capitalist societies shown through South Korean children’s games. Games such as “red light, green light” formed viral online trends on social platforms like TikTok, and have been viewed billions of times by users.

Squid Game became Netflix’s biggest ever international series at launch, surpassing titles such as Bridgerton and Lucifer on its way to the top spot. But the virality of the show was not limited to its successes on the platform by numbers alone. O Yeong-Su (Player 001) won Best Performance by a Supporting Actor in a Series, Limited Series, or Television Movie at the Golden Globes. 

Language learning app Duolingo reported that most interest in language learning was the result of key cultural moments. Korean was the fourth fastest growing language to be learned on the platform in the UK, and saw a 76% rise after the release of Squid Game. These kinds of global watercooler moments are disrupting existing markets, creating new audiences, and new business opportunities. 

So what can we learn about consumers who lean into foreign content? 

If we take the US and UK as our example, they stand out from the general population for buying tech products as soon as they’re available, buying the premium versions of products, and buying brands they’ve seen advertised. They’re also distinct for being career-focused, fashion-conscious, and affluent. 

As they do when responding to most viral trends, future campaigns will likely prioritize quick wins in impressions and media coverage. 

But as the spikes in interest for boiler suits and slip-on Vans following Squid Game’s release showed, there’s some bottom line potential too.

Bells should be ringing in the ears of brands ready to tap into this space, as with the right product and entry, they can access growing audiences that are ready to spend.

The fight for international titles

South Korean TV, music, and film are seemingly taking the world by storm. But it’s not the most popular foreign content of all – that title belongs to Japan. 

With Squid Game’s success, the popularity of Japanese content has crept under the radar. 29% of foreign content viewers in nine markets consume Japanese media, and it’s actually the most popular non-English foreign media in the US and UK, and second in China, India, and Brazil.

So what’s the story behind it?

Japanese media has been a slow burner, but after a year of binge watching programs during the pandemic, US viewers have started to unlock the anime door. It’s one of the fastest growing TV genres in the US year-on-year, and as consumer interest grows, so does demand for new and old titles alike. 

Streaming services are betting big on foreign content.

With more interest in Japanese titles in the US than media from South Korea, France, Italy or Spain, there’s a 10-figure battle emerging online. In August 2021, it was announced Sony’s Funimation Global Group acquired anime streaming service Crunchyroll from AT&T for a cool $1.175 billion, to boost their anime library. In November, Netflix picked up 30 Japanese titles from Nippon TV, as they identified the area as a key growth opportunity. We’re seeing similar trends emerging for European titles and producers too, with the battle for exclusive titles heating up fast.

Korean media may be picking up the trophies at the Oscars and the Golden Globes, but it’s Japanese media – particularly anime – that may have the biggest cultural impact in the long-run. 

Subtitles vs. dubbing – lost in translation

When accepting his Oscar for Best Picture in 2020, Parasite director Bong Joon-Ho said, “Once you overcome the one-inch-tall barrier of subtitles, you will be introduced to so many more amazing films.” 

There’s a lot to be taken from his statement; an underhand dig at outdated Western views on international film, to streaming services’ translations of foreign scripts. But what works in one country may not be desired in another, as dubbing and subtitling preferences vary.

In the UK and US, over 3 in 4 foreign language viewers prefer content to have subtitles, whereas in Germany, Italy, and France, over half would prefer content to be dubbed. Netflix’s algorithm currently defaults to dubbing, but this may not match with the wishes of all its viewers, especially younger audiences who strongly prefer subtitles.

But there are two sides of this coin to consider. Do producers have an intended way for foreign viewers to watch their show or film? Are viewers worried about missing out on meaning by not viewing the original version? 

This is where the parallel trend of increased calls for diversity and inclusion really kicks in.

Foreign content viewers in the UK and US stand out for having an interest in other cultures/countries, being interested in politics and social issues, and liking to explore the world. If Squid Game is anything to go by, accusations of translation errors lessening the impact of messaging and character development can take hold. 

Although it’s yet to hinder the successes of shows like Squid Game, addressing translation concerns may require the same significant investment as acquiring and producing foreign content in the first place. 

The future of pop culture is global

Squid Game may have been lightning in a bottle; a unique coming together of factors that created one of the most talked-about shows of all time. But some of those factors are pretty much set in stone and are sure to create another breakout success. If platforms and brands alike are to grasp the opportunity, they should bear the following in mind:

• As more viewers flock to online TV, there’s a greater chance they will encounter foreign-language media.
• These shows will resonate with younger viewers, whose formative years online have broken down barriers to foreign content.
• When shows break out the way Squid Game did, they’ll create buzz around products and cultural motifs. Unlike viral social media trends, trending TV shows come with more of a “product placement” type response and campaigns may be able to drive revenue, as well as impressions.
• The next Squid Game could come from anywhere. But the chances of it coming from Japan are just a bit higher than they are for anywhere else. 

Yep, it’s that time of year again. Shop windows are littered with flashes of pink and red heart-shaped everything, and messages of love – including cards with messages like “Baby, Yoda one for me” for all those Star Wars fans out there.  

With Covid hurdles still being thrown our way, we’ll explore what’s heating up this Valentine’s Day, answering questions like:

• What does Valentine’s Day look like around the world?
• What makes up the “ideal” Valentine’s Day for people?
• To gift or not to gift? If so, from where?

Valentine’s Day is different for everyone

Valentine’s Day is likely to conjure up a whole bunch of mixed feelings. Some might see it as the perfect time to celebrate important relationships. While for others, Valentine’s Day might be seen as just another gimmick or even lead to increased feelings of pressure and stress. 

Valentine’s Day also looks different by location. For example, Qixi Festival is traditionally known as China’s Valentine’s Day, falling annually on the seventh day of the seventh month on the lunar calendar. The festival has many unique traditions that involve wearing specific attire or preparing certain types of food. It’s also a major shopping holiday with many luxury brands getting in on the action. 

It makes sense then that 90% of loved-up consumers in China plan to celebrate the day this year. 

On the other side of the spectrum, consumers in Japan are the least likely to celebrate. Here, Valentine’s Day also looks a little different. 

Traditionally on February 14th, Japanese women give chocolates to the men in their lives (including colleagues and friends), and then one month later on what’s known as “White Day”, men are supposed to return the favor with a gift that’s white. 

KitKat launched its KitKat’s Heartful Bear exclusively in Japan just in time for the day. While Starbucks unveiled its range of chocolate-heavy limited edition drinks. 

The practice of “Okaeshi”, which is a “thank you” gift, is something that’s deeply rooted in Japanese culture. But for many people, the obligation to give presents in return for a gift received can get expensive very quickly. The climbing expense combined with people becoming tired of gender-specific holidays and societal expectations has led to a decline in popularity and spending. 

This might help to partly explain why Japan sits at the bottom of the leader board when it comes to both celebrating this occasion and purchasing gifts. 

Brands and marketers need to take into account cultural nuances, and make sure their approach isn’t a “one-size-fits-all”. 

Not everybody will appreciate the lovey-dovey spam or pressure to purchase gifts, so it’s important to get the balance right. 

According to Axios, ads and promotions around holidays, particularly those focused on relationships, can lead to increased anxiety and depression – and can be difficult to ignore. That’s why many brands are increasingly giving consumers the choice to opt out of marketing emails in the run up to holidays like Valentine’s Day. 

It all boils down to being more aware that everyone’s situation is different, and therefore, what might work for one person, won’t necessarily work for another. Showing awareness and compassion, and allowing consumers the freedom to turn off if they need to is important for building up trust. 

Making up for lost experiences

Across many markets, Valentine’s Day is about doing something together and creating an experience out of it. Dining out is the top way to celebrate across 7 of the 9 countries surveyed, which will be more likely for many people this year as total lockdowns decrease thanks to Omicron generally being considered a milder variant. 

Many consumers are also dreaming of taking a trip or vacation to celebrate, and it actually ranks top in China ahead of everything else, which is made all the more possible because they traditionally celebrate the day in summer. And who could blame them? 

The pandemic completely hammered the travel industry and people’s bucket lists, so with the COVID situation in many countries becoming a “let’s learn to live with it” mentality, we’ll likely see many consumers planning more trips and making up for lost time. It’s a theme we explored in our Connecting the dots report, and it’s something that really shines through when looking at travel intentions for the year ahead.  

32% of Valentine’s Day celebrators in 7 countries plan to take a short summer break and 26% plan to take a longer summer break or a city break this year. 

On top of this, around half of vacation planners plan to spend more this year on their vacations – signaling a desire to go all-out. It might require more contingency planning such as comprehensive travel insurance, but travel this year is looking more accessible than before. 

With demand for vacations building up, now’s the time for brands to hone in on consumers’ need to get away and make up for missed experiences. In the US and UK, vacation planners looking for a once-in-a-lifetime experience or wanting to experience something new are up 16% and 12%, respectively, since we last asked this question in January 2021. 

There’s definitely a growing desire to tick off wishlists and experience new adventures. 

ABTA research found that travelers plan to treat themselves more for their next trip, such as staying longer than normal or upgrading their hotel. 

Once-in-a-lifetime trips like visiting the Galapagos are also among the most popular trips for G Adventures. Some of CN Traveller’s top travel trends for 2022 paint a similar picture, with all-inclusive luxury, long-haul holidays, and extreme expeditions making the list. 

But for some, the perfect Valentine’s Day doesn’t mean draining your savings. 

In the US and UK, ordering takeout has seen the biggest increases since last year, while cooking at home has declined. This all bodes well for restaurants and food delivery providers – the latter of which is growing exponentially – but perhaps less so for meal kits and other DIY options. Clearly, some consumers are over the cook-it-yourself Valentine’s night that many became accustomed to last year and would prefer to get it handed to them. 

Roses, chocolates, or none at all? 

Traditionally, gifts of some kind – flowers, chocolates, teddy bears (the usual suspects) – typically make the rounds on Valentine’s Day. 

But in our research, gift-giving has taken a bit of a knock in some markets. In 2022, the portion of those planning to purchase a gift for Valentine’s Day has dropped by 18% since last year in the US and UK. This might be down to more people wanting to do an experience together, rather than spend money on a physical present, which can often get forgotten about. 

Of course, this again varies by market. 

Consumers in China are the most avid gift buyers of the lot, with 86% of couples planning to purchase one this year. 

And many plan to make an occasion of it – 35% of loved up consumers in China say that shopping for gifts is one of their top ways to celebrate the day. Splashing out for Valentine’s Day is big business in China, but the price can be high for brands who get it wrong. 

Some luxury brands received backlash from consumers when Qixi product launches missed the mark – mostly for not accurately reflecting the culture and tradition of the holiday. Prada, on the other hand, had a hit with their campaign which celebrated Qixi with an exclusive range of men’s and women’s items told through a modern retelling of Qixi legend. 

The learnings here? Make sure the efforts around this holiday are real, double down on exclusivity, and understand cultural nuances between markets. 

On the other hand, consumers in Germany, Japan, and France are the least likely to buy gifts. But, gift-giving across countries still doesn’t drop below 40%, which is still a sizable market of people wanting to splash out. 

With spending on gifts reaching $21.8 billion in the US alone last year, this is reassuring news for the thousands of brands out there marketing gifts for the all-important people in our lives. Relationship status doesn’t matter either, because even among those who aren’t coupled up currently, 53% say they plan to purchase a gift this year, showing that Valentine’s isn’t purely romantic. 

As for where consumers plan to purchase gifts, ecommerce sites take the top spot on a global level (43%), followed by shopping centers/malls (40%). As before, there’s notable country differences worth calling out.

While ecommerce sites take the top spot across 7 of our 9 markets surveyed, China and Japan are the exception.

In these markets, shopping centers take the top spot. It’s a close race between ecommerce sites here (especially when compared to other countries), but it really underlines how important the physical store still is in these markets. 

Shopping locally or at smaller independent stores nabs the second spot for consumers in Italy, with 34% of gift buyers preferring this option. We also see considerable interest in shopping locally across markets like Germany, France, and the US.

For many gift-buyers in these markets, independent boutiques that are more likely to stock special, one-of-a-kind items are something they’ll gravitate more toward. This is all super encouraging news for indie stores that continue to navigate and overcome COVID-driven hurdles, all while facing mammoth competition from ecommerce heavyweights. For them, it’s all about offering something different to consumers that they can’t find at bigger retailers. 

Mindful Valentine’s

As the world continues to evolve, it’s never been more important to have consumer-driven data to help understand changing mindsets and guide better decision-making. 

The appeal of Valentine’s Day varies a lot throughout the world, and it’s crucial to take into account consumer differences. 

It’s better to approach with care, rather than bombard and potentially risk alienating people. 

We’ve also seen clear signs that consumers are looking to make up for lost time, and they’re not keen to waste another minute of it. For brands, leaning into this newfound mindset, but doing so in a thoughtful way and giving consumers the power to switch off if they need to, could set them apart from the rest. 

China is currently gearing up for the excitement of hosting the 2022 Winter Olympic games. It’s been a tough ride, with the nation going to great lengths to keep the country COVID-19 free, but the Games are set to begin on February 4th. 

Using a mixture of our Zeitgeist and GWI Sports data sets, we bring to you 4 powerful insights you should know about the event. 

1. Appetite for the Winter Olympics is bigger than you might expect.

Out of the 186 sporting events in our sports data set, the Winter Olympics gets the silver for interest, beaten only by its summer equivalent.

Despite difficulties with Covid, and some countries choosing to boycott the event, nearly 2 in 3 people are in support of having the Beijing Winter Olympics take place this year, and a further 57% are feeling excited about the Games, even though tickets will not be sold to the general public.

Interest among the older generations is high, with 56% of baby boomers being interested in the Winter Olympics, however interest drops off among younger people and is lowest among Gen Z. 

The debut of skateboarding, surfing, and sports climbing at the Tokyo Games in 2021 was a deliberate tactic to win over younger audiences. And similar moves will be needed to entice them when the Winter event rolls around. 

2. Extreme sports will secure the viewers of the future.

Among all the events in the Winter Olympics, figure skating comes out on top with around a third interested in the sport. 

But, if we look at the data by generation, interest for figure skating is particularly high among Gen X and baby boomers and tapers off among younger generations. Only a quarter of Gen Zers are interested in figure skating compared to a third of baby boomers.

While fewer millennials and Gen Zers are interested in the Winter Olympics in general, far more are interested in extreme sports like snowboarding, with it being the top sport Gen Zers are planning to follow during the Games. 

Some of the buzz among the younger generations around snowboarding could be due to Olympic gold medalist Chloe Kim, who won gold in the 2018 Winter Olympics. Kim has also used her platform to show her support for climate activism, an important topic for many Gen Zs and millennials. 

For Gen Z, interest in extreme sports (27%) is almost as high as it is for watching sport (31%).

Younger audiences see less of a distinction between the two events and taking them more seriously will help events like the Winter Olympics grow. 

3. The Winter Olympics should help women’s sports continue to evolve.

Organizers and fans alike want to champion women’s sport. For the summer Olympics in Tokyo, the International Olympics Committee issued guidelines encouraging the gender-equal, fair, and inclusive coverage of the Games. 

In a similar vein, this year’s Winter Olympics breaks a record with having 46% of athletes being women, as well as hosting the monobob competition – an individual event that is exclusive to females.

Our GWI Sports data shows that consumers also want women’s sports to thrive.

Winter Olympics fans in particular are very supportive of inclusive sport and would like to see more investment and exposure of women’s sport in the media.

These views have also increased significantly since Q4 2020, with the number of Winter Olympics fans who follow female athletes or teams on social media increasing by 15%. 

This is part of a wider trend we’ve noticed of how attitudes towards women’s sport are changing. Our GWI Sports data shows that the number following women’s leagues has grown, for example, the number supporting the FA Women’s Super League (WSL) has increased by an impressive 30%. 

Having a gender balance in mind, the Winter Olympics has made all the right moves.

Inclusive events like the Winter Olympics should help this trend become more of a habit for viewers as they will build audience connections with leading female teams and athletes. 

4. Live TV is king, but the highlights are important.

While the number following female athletes’ or team accounts on social media is on the up, the Winter Olympics gets less traction on social media overall. 

The number who plan to follow the Winter Olympics through athletes and network accounts on social media is down 56% and 42% respectively compared to the Summer Olympics last year. 

While live TV is the top way followers will tune-in to the Winter Games, fewer will be watching the live events compared to the Summer Olympics. 

But we find that more followers will be catching up via TV and online highlights than during the Summer Games, making the Winter Olympics more about catch-up viewing than live viewing. 

Highlights will also be particularly important to those who will not be able to catch the live events due to being in different time zones.

Publishers should therefore ensure they are putting an extra focus on their catch up packages and get the word out there, as these are tipped to be popular among viewers globally. 

For example, American streaming service Peacock is offering “the ultimate fan experience, all in one place”, including exclusive daily shows, channels, and documentaries – as well as gold medal moments. Packages like this are likely to appeal to fans, allowing them to get all their Winter Olympic content in one place. 

Our big insights in a nutshell 

• Despite difficulties with Covid, and some countries choosing to boycott the event, excitement and support still surround the Winter Olympics this year.
• Although figure skating is the top sport for many, if the Games are to secure the viewers of the future, more investment should be made in getting extreme sports on board. 
• The Winter Olympics will help further showcase women’s sport and potentially contribute towards the growing trend of viewership.
• Many plan to watch the Winter Olympics on live TV, but publishers should note that highlights are more important for these games than their Summer counterparts.

For the third year running, China’s grappling with flare-ups of COVID-19 in the buildup to the Lunar New Year. With a new, more contagious variant becoming the dominant strain, China’s zero-COVID policy – suppressing the virus when and wherever it appears through mass testing, quarantines, and lockdowns – is under more pressure than ever.

February 1st marks the start of the Year of the Tiger and the beginning of several days’ celebrations to mark the New Year. 

But with Xi’an and Yuzhou under strict lockdowns, after a small number of cases were discovered in each area, and 51% of China feeling concerned about COVID-19, New Year celebrations may look different to some. 

Of those who are concerned about COVID-19, the most distinctive way they plan to celebrate the New Year is through gifting red envelopes (a gift of money given during the holiday) – a tradition that can be done virtually if necessary. WeChat has made this possible by allowing users to send and receive red envelopes, along with making the process fun by adding functions such as personal messages and stickers. 

Singapore has taken this a step further by encouraging people to give red envelopes electronically, both to support sustainability and to reduce overcrowding at banks during the pandemic. 

COVID-19 scuppered last year’s plans for many, as local outbreaks across China prevented travel. 

The lessons learned from last year and 2020 will be vital if the situation escalates. 

Many were also encouraged to stay at home through compensation. Beijing gave out 20GB free mobile data, and companies in Zhejiang, Ningbo, and Quanzhou issued “red packets” for workers who chose to stay at home.

Last year also saw a number of brands getting on board and sending out messages showcasing people celebrating the New Year remotely. For example, antibacterial soap brand Safeguard showed a family enjoying their dinner via video call, with the message to safeguard each other’s health in the New Year. 

We may see similar messages from brands this year too, with the nation currently being told to risk-assess any plans to travel, and authorities upholding severe restrictions ahead of the 2022 Winter Olympics in Beijing. 

Right now, almost two-thirds of those concerned about COVID-19 are planning on enjoying a reunion dinner, but many may be united via video connection instead. 

As a result, the New Year travel rush is likely to be the least busy for the past seven years. With less than 1 in 10 planning on taking a vacation abroad, this could be a blow for the travel industry.

Many shoppers may be spending less money on gifts for friends and family, but retail brands can thrive if they make sure to have a solid online offering while fewer consumers head to brick-and-mortar stores. 

With more people staying at home over the holiday, many are prioritizing indulging themselves more. 

Our data also shows that the number of people in China who buy the premium version of products has risen 16% since this time last year. 

Shoppers might, therefore, be tempted to spend more on personal care and luxury products. 

But brands will need to tread carefully to ensure they get their New Year messaging right. Campaigns that harnessed the power of positivity and were sensitive to their audience’s feelings were the most successful in 2021, and these themes are also likely to be well-received in 2022. 

Prada’s 2021 Chinese New Year campaign was praised for giving a nod to exciting prospects in the year ahead, while Coca-Cola explored the meaning of Chinese New Year in a world changed by the pandemic. The campaign showed three real-life independent stories of people living in China and how they celebrate the holiday.

Tapping into how Chinese consumers have changed 

We’ve noticed some interesting consumer trends in China over the past year. More are becoming environmentally aware with a 9% increase in those who always try to recycle since Q3 2020. Another 66% value fighting climate change over their country’s economic growth. 

This means that brands taking steps to optimize celebrations online, like encouraging online red envelopes in Singapore, don’t need to only rely on marketing them as a “virtual alternative”, but rather engage with consumers about how they’re better for the environment. 

Altruism has also grown among the population, with a 13% increase in the number who value helping others before themselves.

For Chinese New Year 2022, some brands have already harnessed these trends and are taking thoughtful action. Singapore’s National Parks Board and electricity retailer Geneco have collaborated to create a campaign focusing on sustainability for the upcoming celebrations. 

The campaign aims to inspire Singaporeans to help Singapore achieve its biodiversity conservation goals. It’ll highlight four of the nation’s native flowers on red packets, including facts about the green spaces where each flower can be found. The packets will also include information on the conservation of local flora and fauna. 

Prada’s taking a similar approach. To honor the year of the Tiger, the brand will be launching a campaign and project dedicated to safeguarding the endangered animal. 

Actor and singer Li Yifeng and actress Chun Xia will be the faces of the campaign, while artists at art schools across China will have the opportunity to submit designs which will be used as part of the special project. The Prada Group will also donate to the conservation of the endangered Amur tiger. 

The campaign has created quite a buzz already. With their hashtag gaining 22 million views on Weibo within a day, it’s predicted to resonate with the young Chinese generation who appreciate meaningful activities. 

This New Year’s celebrations are likely to be different for many, but brands who optimize their online presence and adapt their messaging to the 2022 Chinese consumer are primed to succeed in the year of the Tiger.