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New study from McCann Worldgroup Truth Central reveals Gen Z is Coming of Rage and has the tools and confidence to spur change
McCann Worldgroup Truth Central – McCann Worldgroup’s global intelligence unit – has released a global ‘Truth About Gen Z’ study that explores the attitudes and behaviours of this coveted group, revealing a generation that, unlike previous youth cohorts, has the power to actually generate the changes in culture that they seek. The study surveyed 2,500 18-24 year-olds based in the US, UK, Brazil, Germany and China and combined those findings with insights from McCann Worldgroup Truth Central’s new network of Gen Z anthropologists.
Details 02 March 2021
The pandemic has changed people s attitude towards their future and finances. In a McCann Worldgroup study, more than half of Hongkongers said they would be more cautious about spending money after the pandemic, and only a handful of them believed that brands had stepped up to solve the crisis.
McCann Worldgroup’s global intelligence unit McCann Worldgroup Truth Central has been conducting Truth About Culture and COVID-19 , an ongoing study offering insights into ongoing shifts in global consumer attitudes regarding the pandemic. In Hong Kong, the number of people expressing concerns about losing their jobs or struggling financially was relatively low (29%), but 58% of respondents in Hong Kong said they would be more cautious about spending money after the pandemic.