00McCANN WORLDGROUPthe truth about ChineseYOUTH关于中国青年的真相McCANN WORLDGROUPA DECADE OF YOUTH RESEARCHGEN ZYOUTHTHE TRUTH ABOUTYOUTHYOUTH20112015202020241McCANN WORLDGROUPTRUTH ABOUT GEN Z26 MarketsN=16,000RUSSIAUK.米FRANCEGERMANYCTURKEYSPAINTALY★CHINAJAPANUAEINDIAMEXICOHONG KONGPUERTO RICOTHAILANDPHILIPPINESCOLOMBIAPERUBRAZILCHILESOUTH AFRICAARGENTINAMcCANN WORLDGROUPCHINA-SPECIFICIN-DEPTH STUDY3To help ground us..McCANN WORLDGROUP19201930194019501960197019801990200020102020Silent GenerationAges:79+Baby BoomersAges:60-78GEN XersAges:44-59MillennialsAges:28-43GEN ZAges:16-27GEN AlphaAges:0-154McCANN WORLDGROUP1A FUSION OFTAP INTOVIRTUAL ANDNVESTIGATIVEREALMODEUNLEASHCREATIVITYTHINK BEYONDGENERATIONSFUTURE5McCANN WORLDGROUP虚实相融的精神净土A FUSION OF VIRTUAL AND REAL以下哪点是Z世代可能相信的？Which of the following is GEN Z most likely to believe in?塔罗牌可以鬼是真实星座可以预外星人预知未来存在的测性格特征真的存在Tarot cards canGhosts are realStar signs predictpersonality traitsAliens do existtell the future7以下哪点是Z世代可能相信的？Which of the following is GEN Z most likely to believe in?塔罗牌可以鬼是真实星座可以预外星人预知未来存在的测性格特征真的存在Tarot cards canGhosts are realStar signs predicttell the futurepersonality traits44%57%61%64%8McCANN WORLDGROUP生活进入全面拜拜时代人Life is becoming fully metaphysical高能量磁场#算量子力学命#Ouantum mechanical fortune-telling喝“招桃花”咖啡为电子产品开光逛好运city walk9McCANN WORLDGROUP78%的Z世代表示相信不符合逻辑或不科学的事情是一件有趣的事。of GEN Z say it's fun to believe inthings that aren't logical or scientific.10McCANN WORLDGROUP感叹奇思妙想主动做梦Imagination is continuing to multiply外面的世界已经发属成这样了码been out of it for a day11Q梦想Dreams我们买了一颗国产卫星。Ne bought a domestic satellite.复原打破束缚将梦想化为现实Give wings to imagination12McCANN WORLDGROUP“在梦想面前，创业只是一个比较贵的爱好。如果失败了就失败了。大不了，我去找份剪辑师的工作。但是不能因为怕失败，而放弃梦想。"Entrepreneurship is just a expensive hobby when it comes todreams.If it fails,it fails.No big deal,I'll just get a job as an editorBut I won't give up my dream due to the fear of failure."Tim,28,male,Hangzhou13McCANN WORLDGROUP拥有雄心壮志的一代A generation with big ambitions48%的Z世代认为自己会成为百万富翁of GEN Z believe they will be a millionaireGEN POP:34%14