新一代消费者对“品牌、消费”的认知，有了什么不同？

Core Insights - The article discusses the consumption psychology of Generation Z (Gen Z) and how their behaviors are reshaping brand perceptions and business strategies in the market [1][2]. Group 1: Gen Z Consumption Behavior - Gen Z exhibits a contradictory consumption behavior, facing financial pressures while still having a strong desire to spend. Despite higher average household incomes compared to previous generations, 40% of Gen Z in Europe and America worry about their financial future, with half of American Gen Z lacking savings for more than a month [1][2]. - Gen Z is the most willing generation to "splurge" and "take on debt," with 34% indicating a willingness to buy on credit, which is 13% higher than other generations. E-commerce platforms have adapted by offering "buy now, pay later" services to cater to this demographic [2]. - They are not purely price-sensitive but rather "value-sensitive," seeking emotional and social value beyond mere product functionality [5]. Group 2: Market Opportunities - The concept of "affordable luxury" has emerged, where Gen Z is interested in purchasing unique luxury items that provide emotional satisfaction and social recognition, such as trendy beverages or limited-edition products [6][7]. - There is a significant market gap for products that offer "affordable emotional fulfillment," as traditional luxury items are often too expensive for Gen Z, while cheap products lack emotional value [10]. Group 3: Brand Loyalty and Trust - Brand loyalty among Gen Z is shifting, with 64% indicating loyalty to products rather than brands. They have a deeper understanding of brands and expect transparency and consistency between brand messaging and actions [11][12]. - Social media significantly influences Gen Z's purchasing decisions, with 43% admitting they buy products because they are popular on short video platforms, and 33% trusting social media recommendations more than traditional advertising [12][16]. Group 4: Advertising and Engagement - Gen Z is skeptical of traditional advertising and prefers brands that engage in genuine dialogue and understand their needs. Recommendations from KOLs and brand founders on social media convert better than traditional ads [16][18]. - Successful brand strategies must ensure their messaging resonates on multiple levels, including founder authenticity, third-party endorsements, and user-generated content [18]. Group 5: AI Utilization - Gen Z is adept at using AI for product searches and personalized recommendations, making it crucial for brands to enhance their visibility in AI search results to capture this demographic [19][21].