Survey: HK Gen Zs care about youth empowerment and social mobility the most

Gen Zs in Hong Kong prioritise youth empowerment and social mobility, while they care least about acceptance of LGBTQ, different races, and care for the elderly, a survey finds.

Conducted by Edelman Hong Kong, the survey utilised a combination of one-on-one interviews and an online survey among 300 Gen Zs in Hong Kong, aged 18 to 26 and represented a mix of full-time students and workers within the general population.

The survey aims to explore effective marketing strategies for Gen Zs, the use of purpose to engage them, and how employers can attract and retain Gen Z talent.

According to the survey, the top three social causes Gen Zs care most about are youth empowerment and social mobility, mental health, as well as talent and sector excellence. On the other hand, the bottom three social causes they care least about are acceptance of LGBTQ+, acceptance of different races, and care for the elderly. Some revealed that while they respect the LGBTQ+ community, they won’t promote the cause because they are not one of them.

When it comes to purpose, 61% of Gen Zs think that it is just a marketing gimmick. 62% also think the current purpose of communications highlight the problem instead of helping. 

Furthermore, the survey indicates that Gen Zs perceive corporate social responsibility (CSR) initiatives as occurring only during specific times of the year, such as Women's Day or Pride Month. They find these efforts insincere with companies only doing it to follow the government agenda.

Careful consumption habits

When it comes to consumption behaviour, the survey found that 53% of Gen Zs research as much as they can to make sure they will be satisfied with their purchases. 69% also said they compare prices or shop around for deals before purchase. It shows that Gen Zs are discerning consumers who look for transparent, concise information that enables them to understand and evaluate products. Meanwhile, marketing jargon and long-winded sales may turn them off. 

The top motivators for purchase to Gen Zs are new experience (33%), practical or convenience (32%), and personal improvement (31%). Meanwhile, the lowest motivators are standing out from others (27%), blending in with their close group (26%), and improving the way others see them (16%). It indicates that Gen Zs prioritise product fit and a high CP value (cost to performance ratio) when making purchasing decisions. They value brands and products that offer tangible benefits and have the potential to enhance their lives.

Mixed degrees of trust towards influencers among Gen Zs

Social media influencers are part of the trusted source of information among Gen Zs. The survey found that 40% of respondents trust influencers with a good reputation and has a neutral stance. Meanwhile, 24% trust influencers with a large following.  Overall, they see influencers as research sources who can provide product information.

A large following doesn’t equate to trust. Gen Zs prefer to trust influencers with a good social reputation and comments on both the good and the bad of products.

The survey also revealed that Gen Zs are loyal to authentic and sincere brands. Rather than promotion, positive product experience, good service, and new offerings from the brand drive them to repurchase. 60% of respondents are interested in viewing brand stories, as they can demonstrate the brand’s authenticity and value. 58% also follow brand pages on social media.

Phyllis Yip, head of strategy, Edelman Hong Kong, said: “This is the second year of Edelman Hong Kong’s research on the local Gen Z audience. Today’s youth have high expectations for brands and employers, and our research shows that their needs differ from those of previous generations and from their global counterparts, especially in areas like brand marketing and purpose communications. We hope this research can inspire clients to better engage with this young audience.”  

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