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← Back to IdeasReport｜Gen Z’s Economic Crossroads: A Generational Opportunity for Brands
In today’s accelerating era of brand globalization, Gen Z, as the core consumer group in overseas mainstream markets, is reshaping global business rules with its disruptive views on education, employment models, and gig economy practices.
For Chinese brands committed to expanding business internationally, understanding the challenges faced by Gen Z—such as rising education costs, widening skills gaps, and the prioritization of hands-on experience—and empowering this generation through innovative tools and resources will be key to building brand loyalty and achieving localized breakthroughs.
The report Gen Z’s Economic Crossroads: A Generational Opportunity for Brands, based on trend analysis in overseas mainstream markets, reveals the core demands of Gen Z at this economic crossroads and provides a strategic roadmap for brands to transform from “employers” to “talent incubators.” By bridging the technology gap and supporting three core groups—employees, consumers, and creators/influencers—this report offers a strategic guide for Chinese brands to grow alongside Gen Z. For detailed trends, click Here to access the full report.
1.Work Experience
Brands provide micro-internship opportunities for social media competition winners, invite creators to act as corporate consultants, and build internal talent hub for employees to help Gen Z accumulate practical experience.
2.Upskilling Courses
Brands offer diverse learning resources for employees and freelancers, along with customized financial courses aligned with corporate operations.
3.Premium Software & Paywalled Subscriptions
Brands provide consumers with comprehensive tools and training, while granting employees access to enterprise subscription services and software platforms throughout the work day, nights and weekends.
4.Network-building Events
Brands create opportunities for consumers and creators to participate in industry conferences and events, host regular open meetings and business bootcamps, and deliver professional advice and training.
5.Educational Partnerships & Branded Courses
Brands collaborate with learning platforms and traditional universities to develop branded, bite-sized courses. They also partner with experts to create exclusive content for creator/influencer communities.
6.Supporting Passion Projects
Brands establish internal talent marketplaces to encourage employee-driven project collaboration and provide one-on-one expert consulting services.
From skills development to network expansion, from tool accessibility to value alignment, Chinese brands must adopt a “talent incubation” mindset and act as “lighthouses” to guide Gen Z through economic uncertainties, earning their loyalty, passion, and recognition. By doing so, they will craft cross-border value resonance in the next decade of global competition and seize opportunities for symbiotic growth in an unpredictable world. The next chapter of Chinese brands’ global journey lies in the smiles of Gen Z.
If you’re looking for trend details, please click Here to download your copy of the full report.