No generation has kept marketers on their toes quite like Gen Z.
They’ll cancel you faster than you can post an apology video. And they can smell a performative campaign from a mile away.
But when brands get them, when they speak in culture, not just captions, the payoff is massive.
Across APAC, Gen Z now makes up about a quarter of the population, and their influence on spending is accelerating fast, with global Gen Z purchasing power projected to reach US$12 trillion by 2030.
But their loyalty isn’t for sale.
In a world of endless choice, only brands that move with their world and speak their language, earn a second glance.
So, what makes this generation so different to sell to?
How Gen Z Thinks (and Why That Changes Everything)
Unlike the generations before them, Gen Z never lived without the internet.
They’ve never known a world without Wi-Fi, algorithms, or DMs. They research everything, question everything, and trust almost nothing until it’s proven.
They grew up Googling before asking, fact-checking before trusting, and comparing ten brands before buying one.
That’s what makes them the most digitally fluent and brand-aware consumers we’ve ever seen. They’re not just tech-savvy; they’re emotionally intelligent about it.
They can tell the difference between marketing and meaning, and they’re happy to scroll past if they don’t feel the connection.
Authentic stories, unfiltered communication, brands that mean what they say — that’s their currency. Flashy ads might catch their eye for a second, but a genuine connection keeps them around.
So while older generations might buy into nostalgia, loyalty programs, or polished advertising, Gen Z buys into values, experiences, and proof.
In short, they don’t want to be marketed to. They want to be understood. And that’s exactly where the smartest brands are playing differently. They’ve stopped trying to sell to Gen Z and started learning how to connect with them.
Here’s what they’re doing right.
- Move Fast, Stay Relevant
If there’s one thing Gen Z has made clear, it’s this: brands can’t coast on their past. They might respect legacy, but they reward what’s next.
According to McKinsey & Company’s report, across Asia, Gen Zs are about 20% more likely than millennials to try new brands, and they have no problem dropping one that doesn’t keep up.
That’s because this generation grew up in an era of endless choice — new drops, new collabs, new experiences. They expect brands to move with that same pace: to refresh, remix, and reinvent fast.
Whether it’s through partnerships, limited drops, or collaborations, what matters most is momentum.
But here’s the catch. Gen Z also values meaning. They can tell when a brand is simply chasing attention versus actually being part of the conversation. The smartest brands in Asia are finding the sweet spot — balancing legacy with speed.
Take CHAGEE, the modern tea chain that’s been making waves across Southeast Asia.
Instead of a typical product launch, it teamed up with POP MART, the collectible-toy brand with a cult Gen Z following.
The result? Fans queued for the limited-edition Green Grape Milk Tea, snapped selfies at the tennis-themed pop-up, and shared their experience online.
CHAGEE didn’t just sell a drink. It aimed to push tea into a new cultural space, modernizing tea culture and turning it into a lifestyle beverage, much like coffee.
The Takeaway:
- If you’re resting on “we’ve been trusted for 50 years” alone, you’re at risk of lagging.
- Drop new things often—collabs, ideas, micro-experiments, not just big annual campaigns.
- Stay in “beta mode” forever: evolving, experimenting, and letting Gen Z see you grow in real time.
- Hit The Price–Quality Sweet Spot
Gen Z’s spending choices aren’t impulsive; they’re informed. With endless reviews and unfiltered product hauls just a tap away, they know exactly what they’re paying for.
Across Asia, this generation is fine spending on quality but only when it feels justified.
What wins them over isn’t the lowest price or the flashiest tag, but the perfect balance between value and meaning.
Premium skincare? Sure, if it works and aligns with their vibe. Eco sneakers? Yes, if the comfort matches the conscience.
To win this crowd, brands must be razor-sharp about which features truly matter, and trim the fluff that doesn’t.
Brands like Innisfree and Shiseido are capitalizing on this, offering personalized skincare solutions that let Gen Z consumers tailor routines to their unique needs, ensuring both quality and relevance.
The Takeaway: Cut the fluff, focus on features that truly matter, and make sure every product earns its price. Otherwise, this generation moves on—fast.
- Lights, Camera, Connection
Gen Z doesn’t just scroll. They watch, react, and share.
Across Asia, this generation spends up to 8.5 hours a day on their phones, and over 50% say online videos influence their choices each month.
TikTok, YouTube, Douyin—they live in video mode. If your brand can show a visual story that’s real, relatable, and scroll-stopping, you win.
Think tutorials, behind-the-scenes, collabs with micro-creators—anything that makes them feel part of the story.
Gen Z trusts peers and creators more than flashy ads. They trust a brand more when they see real customers in its marketing. They want to see what your product actually looks like in the hands of people who use it. So, authentic content is the gateway to engagement.
Take MAC’s collaboration with Chinese visual artist Chen Man, where MAC worked with a Chinese visual artist for a limited-edition collection. The campaign included videos and posts showing the artist at work, behind-the-scenes creation, and co-creation of the products, giving Gen Z a peek into the story and letting them feel part of the creative process.
The takeaway: Make your brand a visual story they can step into, not just scroll past. Quick, fun, authentic, and social—that’s the vibe. Anything less, and they’ll swipe away.
- Green Is Good — But So Is Getting It Right
Yes, Gen Z cares about the planet. But let’s be honest; they’re not here to overpay for a green label. Across Asia, sustainability is powerful only when paired with real quality and transparency.
Greenwashing? Instant unfollow.
The winners are the ones who weave sustainability into great design, storytelling, and tangible action, not moral lectures.
Take Innisfree: their recycling programs don’t just talk green. They let consumers actively participate, turning eco-conscious behavior into a simple, rewarding habit.
Or look at Guerlain, which goes beyond messaging with initiatives to protect bees and promote sustainable beekeeping.
It’s not about a sticker on the package; it’s about showing that environmental commitment is real, measurable, and tied to their products’ story.
The Takeaway: Don’t just wear your green label like a badge. Show Gen Z you mean it through action, design, and story.
- Plug Into Their World
If there’s one thing Asian Gen Z has taught global brands, it’s this: authenticity starts at home. This generation wants brands that understand their world, not just sell to it.
They want brands that get their slang, their subcultures, their rituals, not just plaster a global ad with their logo. Think temple retreats in China, blending wellness with cultural heritage, or streetwear collabs in Thailand inspired by local folklore and art.
And it’s not just about products; it’s about the communities they’re part of. Gen Z consumers in APAC are structuring their lives around niche interests, from gaming and anime to K-pop and local music scenes.
They’re not waiting for Western trends. They’re leaning into homegrown movements like Thai pop, C-pop, and Bollywood.
Take China’s “guzi” economy and the blockbuster Nezha 2—what began as niche fan communities is now mainstream, with luxury malls stocking guzi merchandise to tap into the rapidly expanding AGC culture.
Brands that understand these fandoms, speak their language, and weave themselves into the story can win loyalty and relevance fast.
The Takeaway: Don’t just sell products. Step into their world. Team up with entertainment giants, gaming franchises, and anime creators to drop exclusive products. Think limited-edition collectibles, apparel, or goodies that fans can’t get anywhere else.
Pair that with experiences they can step into, like immersive pop-ups, themed retail spaces, or even travel adventures where fans can actually live the story. Make your brand part of their fandom, and loyalty will follow.
- Experiences Over Everything
For Gen Z, it’s not just what you sell; it’s how you make their lives smoother and more meaningful. They’re after experiences that save time, spark curiosity, and feel personal.
So, brands that make their life easier while offering exclusivity score big points. Think curated itineraries for weekend getaways, early access to pop-up events, or AI-driven concierge services that help fans plan their dream experiences without the stress.
And, it’s not just about convenience. Gen Z is leaning hard into holistic well-being—mind, body, and soul. They’re choosing brands that help them recharge, not just consume.
Whether it’s Nike’s mindfulness-inspired training challenges, Lululemon’s community yoga pop-ups, or Airbnb’s curated local adventures, brands that create spaces for Gen Z to express, explore, and elevate themselves are winning big.
The Takeaway: Go beyond the product. Help them live better, explore more, and feel fully balanced. That’s how you become unskippable.
Wrapping Up
So if you’re chasing Gen Z with ads, hashtags, and influencer clicks alone, you might get attention. But full trust? That takes more.
They want brands that get them, that move at their speed, and actually make sense in their world. These young shoppers won’t settle for anything less.
Get it right, and you’re not just selling, you’re part of their world. You earn their attention, their loyalty, and yes, their wallets too.
Visit APAC Entrepreneur for more articles.