Vice Media Group：2023年年轻人消费观念的转变研究报告（英文版）（31页）.pdf

1、PRIVATE AND CONFIDENTIAL|2021CHECK INS AT CHECKOUTShopping is slowing down and brands have to act fast.2022PRIVATE AND CONFIDENTIAL|2021COMPOSITIONUNDERSTAND THE SHIFTS IN YOUTHS SHOPPING MENTALITY TO ANTICIPATE WHERE,WHY,AND HOW THEYLL MAKE THEIR NEXT PURCHASES.An online survey to VICE Media Groups

2、 proprietary research communities and youth audience around the world,paired with historical shopping&retail research.MARKETSGENDERN=992GLOBAL50%Female45%Male5%NonbinaryOBJECTIVEN.AMERICA38%OTHER2%EUROPE25%APAC35%AGE35%Gen Z65%Gen YPRIVATE AND CONFIDENTIAL|2021INFLATIONCLIMATE CHANGERE-EMERGENCETHER

3、E ARE SOCIAL AND ECONOMIC STRAINS ON TODAYS SHOPPERSOK,WTF Is Going on With Inflation,Interest Rates,the Fed,Jerome Powell,Gas Prices,the Economy,Your Job,Rent,Etc.JUNE,2022Its the Hottest Day Ever in the UKJULY,2022How Social Anxiety Can Impact Your StyleJULY,202277%Of young people are asking thems

4、elves:“DO I REALLY NEED THIS?”before making a purchaseYOUNG PEOPLE ARE NOW CHECKING IN WITH THEMSELVES BEFORE CHECKING OUT WITH A PURCHASE PRIVATE AND CONFIDENTIAL|2021THEY HAVE SLOWED DOWN HALF OF THEIR PURCHASE DECISIONSQ:WHAT PERCENT OF YOUR OVERALL SHOPPING IS FAST VS.SLOW?49%51%SLOW-CONSUMPTION

5、A conscious consideration of the people,environment,and animals a product/brand impacts,often with a tradeoff for higher price.FAST-CONSUMPTIONThe purchase of inexpensive items produced rapidly in response to trends,often with a negative trade off for the people,environment,and animals impacted.52%N

6、A51%EMEA45%APACPRIVATE AND CONFIDENTIAL|2021#1:HOW WILL I USE THIS?#2:HOW GOOD DO I FEEL ABOUT THIS?#3:WHAT IMPACT WILL THIS HAVE?#4:WHAT EXPERIENCE DOES THIS COME WITH?4 KEY CHECK-INS AT CHECKOUT PRIVATE AND CONFIDENTIAL|2021HOW WILL I USE THIS?CHECK IN#1PRIVATE AND CONFIDENTIAL|2021YOUNG PEOPLE AR

7、E GETTING PRACTICAL WITH THEIR PURCHASE DECISIONS#1The#1 question young people ask themselves before making a purchase is:“HOW MUCH USE WILL I GET OUT OF THIS?”Young people are 1.5x more likely to consider how much use they will get out of something than how much joy theyll get out of it.“How much u

8、se will I get out of this?”“How much joy will this bring me?Questions they always ask before making a purchasePRIVATE AND CONFIDENTIAL|2021DURABILITY HAS BECOME A DEALBREAKER67%1 IN 3Of young people say:When it comes to buying products,I now pay more attention to how long it will last.Young people s

9、ay:A“good find”is something Ill have forever.40%EMEA;34%NA;26%APACPRIVATE AND CONFIDENTIAL|2021VERSATILITY&LONGEVITY DEFINE QUALITY“Its often quality,the variety of the product,and price that drives my decision.”-Gen Z,Woman,APAC“I make sure its good quality because Im too poor to buy the crappy one

10、 that breaks and have to replace it.”-Millennial,Woman,NA“The bang for buck-if I can use it for multiple things.”-Millennial,Man,NAQ:When it comes to buying products,I now pay more attention to other,please specify:The Best Pants To Travel In That Arent LeggingsAPRIL,2022“When it came to curating ou

11、r list of best travel pants,we put in place a set of criteria to meet:look versatile enough to wear straight off the plane and into a business luncheon,be comfortable enough to withstand whatever weird contortions we end up in when trying to catch sleep on a long-haul flight,and match the rest of ou

12、r wardrobe enough to be worn multiple days throughout our trip.”TOP NET-REVENUE DRIVING FEATUREPRIVATE AND CONFIDENTIAL|2021HOW GOOD DO I FEEL ABOUT THIS?CHECK IN#2PRIVATE AND CONFIDENTIAL|2021YOUNG PEOPLE WANT TO FEEL GOOD ABOUT THEMSELVES,NOT JUST THEIR PURCHASE2 IN 5Young people say a“good find”i

13、s:SOMETHING I AM PROUD TO OWN1 IN 2 WOMEN1 IN 4Young people say“When it comes to buying products,I now pay more attention to what it says about me.”27%GEN Z21%MILLENNIALSPRIVATE AND CONFIDENTIAL|2021THEY PAY MORE ATTENTION TO WHAT A BRAND HAS ALREADY DONE,THAN WHAT IT SAYS IT WILL DO1 IN 2Young peop

14、le often/always ask themselvesDO I WANT TO SUPPORT THIS BRAND?before making a purchase.Who/where/how a product was made(57%)A brands mission or purpose(30%)52%NA;49%EMEA;38%APACYoung people are 2x more likely to pay attention to how a product was made than what its mission or purpose isPRIVATE AND C

15、ONFIDENTIAL|202142%Watch video content about the brand37%See content on social mediaTHE DIGITAL WORLD GIVES THEM TOOLS TO INVESTIGATE HOW PRODUCTS ARE REALLY MADEHow they learn who/where/how a product was made:67%Search the brand online58%Read articles about the brand54%GEN Z;37%MILLENNIALS51%APAC;3

16、0%NA;29%EMEA73%APAC;68%NA;58%EMEA65%APAC;57%EMEA;54%NA59%APAC;39%EMEA;32%NAPRIVATE AND CONFIDENTIAL|2021SOCIAL MEDIA HELPS THEM CUT THROUGH BS AND FIND BRANDS THEY WANT TO SUPPORTQ:What do you like about the shopping experience on Instagram,TikTok,or YouTube Live?“You can see real people wearing the

17、 clothing.Videos offer a better view of the clothing and you get a review from the person trying them on.There are more influencers of all shapes and sizes so you can see what would look good on your body shape.-Millennial,Woman,EMEA“I love getting to read comments on posts about products.Theyre usu

18、ally very honest and it says a lot about brands who do things like turn their comments off on their advertisements.”-Gen Z,Woman,NA“I like how easy it is on TikTok to find a variety of stores,from big name ones to people linking separately to their Etsy accounts.”-Gen Z,Nonbinary,NAACCESS TO INDIVID

19、UAL CREATORS REAL PEOPLE,REAL REVIEWS“I usually find interesting artists(painters,photographers,writers,creators)and go directly to their shop or look for their products on Amazon to make the purchase”-Gen Z,Woman,APAC70%Of young people have been discovering more brands/products on social media this

20、 year than they have in the past.#1 Instagram is the#1 place theyve been discovering more brands/products in 2022PRIVATE AND CONFIDENTIAL|2021WHAT IMPACT WILL THIS HAVE?CHECK IN#3PRIVATE AND CONFIDENTIAL|2021THE ENVIRONMENT IS A MAJOR FACTOR WHEN IT COMES TO CHOOSING BRANDS1 IN 2R29S 2022 MOST VALUA

21、BLE PRODUCTSJANUARY,2022Young people say:When it comes to buying products,I now pay more attention to how sustainable/eco-friendly it is.1 IN 2Of young people want shopping inspiration for sustainable businesses.“Moonshot,the Black-owned food company making casual snacking sustainable,debuted the fi

22、rst three flavors of its climate-friendly crackers.In one 100%recyclable cardboard box,youll find organic non-GMO ingredients that a kindergartner could pronounce and no artificial preservatives,flavors,or colors.”56%NA;50%EMEA;45%APACTOP NET-REVENUE DRIVING FEATUREPRIVATE AND CONFIDENTIAL|2021YOUNG

23、 PEOPLE MEASURE“SUSTAINABILITY”BY HOW MUCH WASTE A PRODUCT CREATES Q:Which of the following make a product“sustainable”in your eyes?#1 Use of recycled materials#2 Ability to recycle the packaging#3 Little/no waste generated in production#4 Ability to reuse/resell the item#5 Little/no harmful polluta

24、nts/chemicals#6 Fair treatment of employees#7 Fair treatment of animals#8 Little/no environmental shipping impact#9 Use of renewable energy#10 Little/no greenhouse gas emissions PRIVATE AND CONFIDENTIAL|2021THE LIFESPAN OF A PRODUCT DOESNT END AT THE INITIAL BUYER1 IN 4 WOMENJapanese eBay Sellers Ar

25、e the IYKYK Secret for Designer Bag ResaleFEBRUARY,202276%of first-time re-sale buyers in 2020 planned to increase their spending on secondhand clothing in the next five yearsSOURCES:REUTERS,20211 IN 5Young people have been discovering and/or purchasing more brands and products on re-sell sites(e.g.

26、Poshmark,Depop)“When it comes to buying produces,I now pay more attention to the resell value.If it will appreciate or depreciate with time and/or use.”-Millennial,Man,NA“Say you want a designer bag but youre a normal person,which means you dont have thousands of dollars lying around.Or the environm

27、ental impact of buying new clothes freaks you out.If youre willing to invest a little time window-shopping,Japan-based eBay re-sellers have literally thousands of designer bags for resale.”PRIVATE AND CONFIDENTIAL|2021INFLATION WILL FURTHER IGNITETHE SECOND-HAND MARKET 2 in 5Young people plan to buy

28、 more second-hand stuff as a way to combat inflation.43%GEN Z40%MILLENNIALS53%EMEA;46%NA;28%APAC1 IN 3Young people plan to re-sell some of their own things as a way to combat inflation.26%GEN Z35%MILLENNIALS38%EMEA;37%NA;22%APACPRIVATE AND CONFIDENTIAL|2021SECOND-HAND GOODS WILL BECOME A SHOPPING ST

29、APLEQ:WHAT PERCENT OF THE THINGS YOU OWN ARE FIRST-HAND VS.SECOND-HAND?72%First Hand(New/not previously owned)28%Second Hand(previously owned/vintage/renewed)BY 2030BY 2030of young people will get most of their clothes at thrift stores/on thrift apps.59%73%GEN Z49%MILLENNIALSOURCES:2030 SUSTAINABILI

30、TY IN STYLE,2021 PRIVATE AND CONFIDENTIAL|2021WHAT EXPERIENCE DOES THIS COME WITH?CHECK IN#4PRIVATE AND CONFIDENTIAL|2021YOUNG PEOPLE WILL NEVER TAKE EXPERIENCES FOR GRANTED AGAIN66%Of young people say:“Social experiences will always be worth it to me.”53%Of young people are seeking shopping inspira

31、tion for experiences.79%APAC;62%EMEA;57%NAPRIVATE AND CONFIDENTIAL|2021Make less big purchases(61%)Buy more second-hand stuff(43%)Go out less(35%)RECESSION OR NOT,RECESS IS HERE TO STAYGen Z will cut back on splurging and switch to second-hand shopping before they sacrifice their social experiences.

32、Things Gen Z will do as a result of inflation:Spend less on gifts(38%)Go on less trips/vacations(36%)vs.48%MillennialsPRIVATE AND CONFIDENTIAL|2021EXPERIENCES MAKE WELL-RECEIVED GIFTSBEST GIFT EXPERIENCES60%Food(e.g.tours,subscriptions,gift cards)59%Travel(e.g.vouchers,trips)56%Self-care(e.g.massage

33、,spa-treatment)50%Music(e.g.concerts,festivals)38%Art(e.g.museums,galleries)“I love when I receive an experience gift from family/friends(broadway tickets for the both of us,ballet and dinner night scheduled for months later,escape room,etc.).”-Gen Z,Woman,NAQ:What type of experience makes the best

34、gift?PRIVATE AND CONFIDENTIAL|2021STORES ARENT JUST A PLACE TO CHECKOUT,BUT A PLACE TO EXPERIENCE&ENJOY36%Of young people have been purchasing more brands/products in-store this year than they have in the past.30%Of young people have been discovering more brands/products in-store this year than they

35、 have in the past.44%GEN Z31%MILLENNIALS35%GEN Z28%MILLENNIALSPRIVATE AND CONFIDENTIAL|2021THE SPACE AND SERVICE CAN MAKE A STORE FEEL LIKE A VENUETop 5 Things That Create an In-Store Experience That Young People Would Want to Return To#1 The customer service(72%)#2 The organization/navigation(70%)#

36、3 The aesthetics-e.g.decor,lighting(55%)#4 The diversity of people it caters to(38%)#5 The airflow/circulation(32%)52%NON-WHITE(67%BLACK,58%LATINX)Why Everyone Wants To Hang Out At The Mall AgainMARCH,2022“Many changes are cosmetic,focused on making shoppers experiences better smaller stores with li

37、mited racks of merchandise,upscale customer service(like concierges and personal shoppers or drinks and snacks),hashtaggable experiences in front of sun-bleached wooden benches and neon signs.”PRIVATE AND CONFIDENTIAL|2021THE BEST SHOPS GOT A VIBE1 IN 4 Young people say the music makes a good in-sto

38、re experience1 IN 4 Young people say the ability to share the experience with others makes a good in-store experience31%NA;23%APAC;22%EMEA26%GEN Z;18%MILLENNIALSPRIVATE AND CONFIDENTIAL|202142%Millennials47%Gen ZQ:What percent of your shopping do you do online vs.in person?%IN STORE20212022BY 203035

39、%Gen ZQ:Where will you do most of your shopping this year?%IN STOREQ:By 2030,I will likely buy most of my clothing%IN STORE25%Millennials55%Gen Z32%MillennialsSOURCES:SHOPPING&GIFTING,2021;2030 SUSTAINABILITY IN STYLE,2021 GEN Z WILL CONTINUE TO REINVIGORATE RETAIL PRIVATE AND CONFIDENTIAL|2021FROM

40、CHECKING IN,TO CHECKING OUT#1#2#3#4HOW WILL I USE THIS?Young people are putting practicality over pleasure.In order to be worth the cost,brands must be clear about how often,in how many ways,or for how long their product can be used.WHAT IMPACT WILL THIS HAVE?A product doesnt just impact the purchas

41、er,but the planet and people who inherit it.Brands that demonstrate sustainable solutions,via eco-friendly business or opportunities for consumers to recycle and repurpose materials,will win with young people.HOW GOOD DO I FEEL ABOUT THIS?How young people feel about a brand is based on what they kno

42、w about the brands efforts(not just its ambitions).Brands can strengthen consumer relationships by taking clear and demonstrable action to improve their business practices and align with youths values.WHAT EXPERIENCE DOES THIS COME WITH?With a newfound appreciation for people and places,the experience economy is set to weather the recession storm.Brands must always keep in mind the experience theyre creating or contributing to,and retailers must rethink their space to serve as a destination for young people.THE TAKEAWAYS FOR BRANDSPRIVATE AND CONFIDENTIAL|2021THANK YOU!