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How much of your interaction with
your closest friends would you say
you do online vs. in real life?
SOCIAL
Only online
Mostly online
Equally online and
real life
Mostly real life
Only real life
24.6%
40.1%
25.0%
7.4%
2.9%
What is your perception / opinion
on same sex marriage?
LOVE
Positive
Mostly positive
Neither positive nor
negative
Mostly negative
Negative
Don’t know
11.7%
7.7%
52.7%
15.3%
10.3%
2.3%
How important is it for brands to
be sustainable and conscious of
the environment?
NATURE
Extremely important
Important
Somewhatimportant
Don’t care
Not important
40.9%
43.6%
9.9%
4.4%
1.2%
Whatwouldyourchoicebebetween
anotsointerestingjobwithahigh
salaryandveryinterestingjobwith
reasonablesalary?
HAPPINESS
Definitelyhighersalary
Mostlikelyhighersalary
Definitely more
interesting job
Most likely more
interesting job
Hard to choose
11.8%
40.4%
19.4%
20.3%
8.1%
Do you believe technological
progress will enhance your
happiness?
TECHNOLOGY
Absolutely
A lot
Alittlebit
Not really
Not at all
12.5%
53%
28%
5.6%
0.9%
Would you agree that success
means mainly financial wealth?
SUCCESS
Absolutely
Mostly
Hard to define
Not necessarily
Not at all
6.7%
31.4%
24.9%
33.9%
3.1%
4.9%
52.3%
29.7%
12.1%
1%
Do you feel safe?
STATE OF THE WORLD
Very safe
Mostly safe
In the middle
Mostly unsafe
Very unsafe
Do you think the future holds more
opportunities or more risks?
FUTURE
Definiteopportunities
Mostlyopportunities
Equal opportunities
and risks
Mostly risks
Definite risks
18.3%
31.1%
40%
9.5%
1.1%
9.7%
67.7%
16%
5.5%
1.1%
How much does the environment
you live in affect your health?
WELL-BEING
Completely
Alot
Hard to say
Not a lot
Not at all
How much does tradition play a
role in your life?
TRADITIONS
Completely
Alot
Hard to say
Not a lot
Not at all
5.4%
38.6%
41.6%
13.5%
0.9%
Marketing For the Future
Insights into China's Generation Z
RTG curated vision to foresee new opportunities.
[ Quantitative survey amongst 1,000 Generation Z in China’s first tier cities I Dec 2015 ]

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RTG Consulting Group Releases 2016 Trend Report on China's Gen-Z

  • 1. How much of your interaction with your closest friends would you say you do online vs. in real life? SOCIAL Only online Mostly online Equally online and real life Mostly real life Only real life 24.6% 40.1% 25.0% 7.4% 2.9% What is your perception / opinion on same sex marriage? LOVE Positive Mostly positive Neither positive nor negative Mostly negative Negative Don’t know 11.7% 7.7% 52.7% 15.3% 10.3% 2.3% How important is it for brands to be sustainable and conscious of the environment? NATURE Extremely important Important Somewhatimportant Don’t care Not important 40.9% 43.6% 9.9% 4.4% 1.2% Whatwouldyourchoicebebetween anotsointerestingjobwithahigh salaryandveryinterestingjobwith reasonablesalary? HAPPINESS Definitelyhighersalary Mostlikelyhighersalary Definitely more interesting job Most likely more interesting job Hard to choose 11.8% 40.4% 19.4% 20.3% 8.1% Do you believe technological progress will enhance your happiness? TECHNOLOGY Absolutely A lot Alittlebit Not really Not at all 12.5% 53% 28% 5.6% 0.9% Would you agree that success means mainly financial wealth? SUCCESS Absolutely Mostly Hard to define Not necessarily Not at all 6.7% 31.4% 24.9% 33.9% 3.1% 4.9% 52.3% 29.7% 12.1% 1% Do you feel safe? STATE OF THE WORLD Very safe Mostly safe In the middle Mostly unsafe Very unsafe Do you think the future holds more opportunities or more risks? FUTURE Definiteopportunities Mostlyopportunities Equal opportunities and risks Mostly risks Definite risks 18.3% 31.1% 40% 9.5% 1.1% 9.7% 67.7% 16% 5.5% 1.1% How much does the environment you live in affect your health? WELL-BEING Completely Alot Hard to say Not a lot Not at all How much does tradition play a role in your life? TRADITIONS Completely Alot Hard to say Not a lot Not at all 5.4% 38.6% 41.6% 13.5% 0.9% Marketing For the Future Insights into China's Generation Z RTG curated vision to foresee new opportunities. [ Quantitative survey amongst 1,000 Generation Z in China’s first tier cities I Dec 2015 ]