In McKinsey APAC Gen Z Survey, Korean Gen Zs are found to be leading the region in the segments of Premium shopaholics & Ethical “confidence”
➡️ Premium shopaholics are spontaneous and love to shop, and they enjoy every part of the process—researching, comparing, touching, visiting, and clicking and would trade up to pricier brands when they can afford to do so.
➡️ Ethical Confidence like brands that speak to their values, and they don’t care as much about trends or prestige. They prefer brands that they perceive as environmentally responsible and socially ethical.
Businesses need to be well informed and accustomed to a fast pace of change to reach these consumers and leaders need to do the same to optimise the performance of Gen Zs in their organisations.
