While Gen Z in Hong Kong are sometimes perceived as “Generation Lie Flat” (躺平), content with avoiding overwork and ambition, a new report from Publicis Groupe Hong Kong, GWI, and The Trade Desk suggests this stereotype does not hold.
Representing 22% of Hong Kong’s population and commanding an annual spending power of HKD 50 billion, Gen Z is emerging as a critical audience for brands and marketers.
The report highlights their financial savviness, cultural influence, and evolving expectations of brands across five core verticals: health & wellness, technology, finance, leisure, and travel. And perhaps most importantly, they have big dreams.
‘Digital Dreamers’
The report, which describes Hong Kong’s Gen Z as “digital dreamers,” found that 61% want to make a positive impact on society. However, a GWI study also found that they are under pressure, with 39% prone to anxiety compared with a global average of 27%, positioning them as a stressed generation of idealists.
Hong Kong Gen Z faces higher stress levels than global peers – with girls hit hardest by societal, financial, and competitive demands.
The findings added that they believe they can make a difference, but escape the stress through everyday indulgences such as shopping, travelling, and snacking.
“Hong Kong’s Gen Z is not just a demographic – they are a cultural and economic powerhouse. Their financial discipline, early investment habits, and appetite for experiences make them a unique audience for brands,” said Caterina Camerata, Strategy Director at Publicis Media Hong Kong.
“To win their hearts, marketers must connect with Gen Z at the speed of culture, staying hyper-aware that the leap from ‘cool’ to ‘cringe’ can happen in a split second – and make or break a brand’s entire vibe.”
Key findings:
– Defying the ‘Lying Flat’ myth: 61% of Hong Kong Gen Z are ambitious dreamers eager to shape society.
– Boiling point generation: Hong Kong Gen Z faces higher stress levels than global peers – with girls hit hardest by societal, financial, and competitive demands.
– Investors in the making: 57% prioritise saving while living fully, with 40% focused on long-term wealth building.
– Jetsetting splurgers: 36% travel every few months, embracing experiences worth the indulgence.
– Culture-driven decision makers: from travel and banking to snacks, Gen Z navigates choices through trending vibes and conversations.
Five strategies to engage Hong Kong’s Gen Z
The ‘Gen Z Pulse’ report offers marketers and brands a clearer understanding of this influential generation, outlining how to shape strategies that align with their values and lifestyles.
Publicis Meda provided five actionable takeaways for brands:
Give them a break
Create uplifting experiences that help Gen Z relax and reset, whether through music, snacking, or travel, to build loyalty and brand affection.
Turn fandom into friendships
Leverage fandom-driven engagement by fostering connections before, during, and after events, for more meaningful experiences.
Skip the logo slap
Go beyond superficial sponsorships; choose culturally relevant events and deliver authentic activations that resonate with their values.
Make travel unforgettable
Move past price-driven messaging and inspire Gen Z with rich content that fuels bucket lists and deeper emotional connections.
Target across the walled gardens
Gen Z spends significant time beyond social platforms; use diverse, targeted advertising strategies to reach them effectively.
Beyond social media: the open internet matters
The report also busts the myth that Gen Z are only on social media. They spend significant time on the open internet, creating opportunities for brands to engage beyond traditional social platforms.
