Gen Z
Already shaping future trends
Despite making up one fifth of Thailand’s population, this is the age group that brands and retailers know least about. Now in their twenties, the extent of Gen Z’s influence on the FMCG landscape cannot be underestimated. They are earning their own money, and making decisions, not only for themselves, but also for others: 35% are responsible for purchasing for their entire household.
Members of Gen Z have strong values, which are very distinct from other age groups.
They don’t want to feel like ‘mass consumers’, so will respond positively to brands that help them to differentiate themselves, for instance through offering niche products. They are very willing to trial new categories.
Men as well as women are interested in beauty and personal care, so gender-neutral products and marketing are more relevant than for other audiences.
Beauty brands should think long-term: targeting and engaging these young shoppers early to build awareness of the brand and products, and grow alongside them.
Gen Z in Thailand is…
Diverse
Ethical
Sincere
Strategies for success:
Build trust through communication that is consistent, authentic and inclusive, and follow it up with action. Marketing activities must demonstrate a clear identity, and prove that you genuinely care about issues such as the environment.
Create an exceptional offline experience. Gen Z shoppers value face-to-face conversations and physical connections, and the opportunity to have fun with others. Pop-up stores and events are a great way to engage them.
