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COVID-19 이후의 Z세대 : 차세대 소비자는 과대선전 경향에 어려움을 겪을 것

Generation Z after COVID-19 - Next Generation Consumers will struggle to Drive Over-Hyped Trends

리서치사 MarketLine
발행일 2020년 12월 상품 코드 989973
페이지 정보 영문 16 Pages
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COVID-19 이후의 Z세대 : 차세대 소비자는 과대선전 경향에 어려움을 겪을 것 Generation Z after COVID-19 - Next Generation Consumers will struggle to Drive Over-Hyped Trends
발행일 : 2020년 12월 페이지 정보 : 영문 16 Pages

본 상품은 영문 자료로 한글과 영문목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

COVID-19의 경제적 영향은 전세계 모든 지역의 거의 모든 업계에 타격을 주고 있습니다. Z세대 근로자는 팬데믹 최초의 영향 때문에 안정적인 일을 확보하거나 유지하는 데에 어려움을 겪고, 향후에도 불이익에 직면할 가능성이 있습니다. 이것은 의심의 여지 없이 소비자 동향을 압박할 것으로 예상됩니다.

COVID-19 이후의 Z세대(Generation Z) 상황과 전망에 대해 전해드립니다.


Z세대는 COVID-19 fallout에 의해 성인이 될 것

실업이 Z세대에게 가장 큰 타격을 줄 것

일부 Z세대의 동향이 과대선전으로 오해받을 것

채소 중심 식사는 Z세대가 아닌 밀레니얼 세대에 의해 주로 촉진되는 경향을 나타낼 것

원격근무는 Z세대에 있어서 긍정적인 측면이 될 수도 있을 것


LSH 21.03.03


Among the historical events which are expected to have shaped Gen Z's consumer tastes, technological innovations and economic downturns loom large. The 2008 recession, which reportedly left most of the parents of Gen Z children still worse-off than their parents in 2018, created a financially pessimistic generation which was trained early on to be sceptical of big corporations and the stock market. The recession hit around the time that Apple launched the first iPhone, an innovation that was immediately hailed as 21st century technology's opening gambit. Numerous surveys over the last decade have called Gen Z children 'tech natives' because of their early saturation in online culture and communication. One report by Childwise in January 2020 found that around 90% of UK children owned a smartphone by the age of 11, and spent about three hours and 20 minutes per day online.

Key Highlights

The economic fallout of COVID-19 has hit practically every industry across all regions of the globe. Gen Z workers have struggled to secure and maintain steady jobs in 2020, during the pandemic's first waves, and in future they are likely to face further disadvantages. This will undoubtedly weigh on anticipated consumer trends.

There is a major gap between the unemployment impact of the pandemic on members of Gen Z and Millennials. As illustrated in Figure 2, the 2020 increase in unemployment among 16-24 year-olds, an age group containing new Gen Z workers and the tail-end of the Millennial generation, was almost double that for workers over the age of 25.

Millennials already suffered from weaker employment patterns than previous generations, with zero-hours contracts and gig working being key trends in recent years, and Gen Z will to be disproportionately affected due to the sectors on which they predominantly rely.

Other factors weighing against Gen Z during the economic recovery include student loan debt and an emerging mental health crisis. Like many of their millennial predecessors, Gen Zs who attend university will be saddled with debt. This is likely to worsen in 2020, as university applications rose to record levels with teenagers opting to delay their entry to the job market. This will create a less financially-empowered generation, and will also delay the entry of thousands of salaried consumers to the marketplace.


  • See how Generation Z is forming as a consumer generation
  • Understand how the population has been impacted by COVID-19
  • What goals and priorities does Generation Z have?
  • How is this generation different from previous?

Reasons to Buy

  • How will massive unemployment effect the generation?
  • Does the generation have different dietary desires?
  • How will the sharing economy effect Generation Z?
  • How is product consumption being redefined?

Table of Contents

Gen Z is coming of age in the COVID-19 fallout

Unemployment will hit Gen Z the hardest

Some Gen Z trends are over-hyped and misunderstood

Plant-based diets show trend driven primarily by Millennials, not Gen Z

Homeworking could be a bright side for Gen Z


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