HONG KONG — Publicis Groupe Hong Kong has partnered with GWI and The Trade Desk to launch the “Gen Z Pulse’“insights report, a deep dive into the behaviours, values, and spending patterns of Hong Kong’s Gen Z – a generation shaping the future of consumption and culture.
Representing 22% of Hong Kong’s population and commanding an annual spending power of HKD 50 billion, Gen Z is emerging as a critical audience for brands and marketers. The report reveals their financial savviness, cultural influence, and evolving expectations of brands across the five core verticals of health & wellness, technology, finance, leisure and travel.
Hong Kong’s Gen Z are ‘digital dreamers’
While Gen Z in Hong Kong are often perceived as “Generation Lie Flat,” content with avoiding overwork and ambition, the report shows this stereotype doesn’t hold. They have big dreams: 61% want to make a positive impact on society. However, a GWI study found that they are also under pressure, with 39% prone to anxiety versus the global average of 27%, making them a stressed-out generation of idealists. They believe they can make a difference, but escape stress through everyday indulgences such as shopping, travelling, and snacking.
Key findings from the report
- Defying the ‘Lying Flat’ myth: 61% of Hong Kong Gen Z are ambitious dreamers eager to shape society.
- Boiling point generation: Hong Kong Gen Z faces higher stress levels than global peers – with girls hit hardest by societal, financial, and competitive demands.
- Investors in the making: 57% prioritise saving while living fully, with 40% focused on long-term wealth building.
- Jetsetting splurgers: 36% travel every few months, embracing experiences worth the indulgence.
- Culture-driven decision makers: From travel and banking to snacks, Gen Z navigates choices through trending vibes and conversations.
Caterina Camerata, Strategy Director at Publicis Media Hong Kong, commented, “Hong Kong’s Gen Z is not just a demographic – they are a cultural and economic powerhouse. Their financial discipline, early investment habits, and appetite for experiences make them a unique audience for brands. To win their hearts, marketers must connect with Gen Z at the speed of culture, staying hyper-aware that the leap from ‘cool’ to ‘cringe’ can happen in a split second – and make or break a brand’s entire vibe.”
Five strategies to engage Hong Kong’s Gen Z
The Gen Z Pulse report helps marketers and brands understand this influential generation and develop strategies that truly align with their values and lifestyles. It offers five actionable takeaways for brands:
- Give them a break – Create uplifting experiences that help Gen Z relax and reset, whether through music, snacking, or travel, to build loyalty and brand affection.
- Turn fandom into friendships – Leverage fandom-driven engagement by fostering connections before, during, and after events, for more meaningful experiences.
- Skip the logo slap – Go beyond superficial sponsorships; choose culturally relevant events and deliver authentic activations that resonate with their values.
- Make travel unforgettable – Move past price-driven messaging and inspire Gen Z with rich content that fuels bucket lists and deeper emotional connections.
- Target across the walled gardens – Gen Z spends significant time beyond social platforms; use diverse, targeted advertising strategies to reach them effectively.
Beyond social media: the open internet matters
The report also busts the myth that Gen Z are only on social media. They spend significant time on the open internet, creating opportunities for brands to engage beyond traditional social platforms.
