中国Z世代的六类人-基于生活信念的人群画像与气候叙事最新版本

Investment Rating - The report does not provide a specific investment rating for the industry. Core Insights - The report categorizes China's Generation Z into six segments based on their life beliefs and climate narratives, which include: the Steadfast Traditionalists, the Self-Alienated, the Passionate Strivers, the Carefree Comfort Seekers, the Moderate Pragmatists, and the Cautious Observers [16]. Summary by Sections Introduction - The report is a sub-report derived from "Connecting China's Generation Z: Life Beliefs and Climate Communication," focusing on the segmentation of Generation Z based on life beliefs and climate narratives [16]. Methodology - The research involved a public survey with a sample size of 3,552 Generation Z individuals, covering various urban and rural areas across China. Additionally, focus group discussions and narrative workshops were conducted to gather qualitative insights [19][20]. Segment Analysis - Each segment of Generation Z is analyzed in detail, including their life beliefs, climate characteristics, social issues of concern, narrative preferences, and media usage habits. This analysis aims to provide deeper insights for targeted climate communication strategies [18]. Steadfast Traditionalists - This segment represents approximately 23% of Generation Z. They hold strong nationalistic sentiments, high political efficacy, and a belief in traditional values. They are concerned about social issues such as climate change and are willing to take action and bear costs for climate policies [22][28][33]. Self-Alienated - The characteristics and preferences of this segment are explored, focusing on their detachment from societal issues and climate narratives [10]. Passionate Strivers - This segment is characterized by their high engagement with climate issues and a strong desire for social change [13]. Carefree Comfort Seekers - This group tends to prioritize personal comfort and leisure over climate concerns, reflecting a more relaxed attitude towards societal issues [12]. Moderate Pragmatists - They exhibit a balanced approach to climate issues, often weighing practical solutions against idealistic goals [11]. Cautious Observers - This segment is characterized by a more reserved approach to climate action, often requiring more information and reassurance before engaging [14]. Climate Narrative Preferences - The report emphasizes the importance of tailoring climate narratives to resonate with the specific beliefs and values of each segment, highlighting the need for differentiated communication strategies [18][51].