Hong Kong – More than half of Hong Kong’s Gen Z want to make a positive impact on society, challenging the perception of the cohort as “lying flat”, according to a new insights report by Publicis Groupe Hong Kong in partnership with GWI and The Trade Desk.
Titled ‘Gen Z Pulse’, the report explores the behaviours, values, and spending patterns of Hong Kong’s Gen Z, a generation increasingly shaping the city’s consumption and cultural trends. It highlights their financial discipline, cultural influence, and evolving expectations of brands across five key sectors: health and wellness, technology, finance, leisure, and travel.
While Gen Z is often perceived as “Generation Lie Flat”, content to avoid overwork and ambition, the report shows this stereotype is misleading. The majority of young people in Hong Kong—61%—aspire to make a positive societal impact. At the same time, the study found that many are under significant pressure: 39% experience anxiety, higher than the global average of 27%, positioning them as a stressed yet idealistic generation.
The report also notes that Gen Zs seek to relieve stress through everyday indulgences such as shopping, travel, and snacking. About 36% travel every few months, embracing experiences they consider worth the splurge. Known as culture-driven decision-makers, they often navigate choices through trends, social conversations, and cultural relevance.
Financially, the generation is disciplined: 57% prioritise saving while living fully, and 40% are focused on long-term wealth building.
The report further underscores that Gen Z is a critical audience for marketers and brands, representing 22% of Hong Kong’s population and commanding an annual spending power of HKD 50 billion.
To engage this cohort effectively, the report recommends several strategies. Brands are encouraged to create uplifting experiences that help Gen Z relax and reset, whether through music, food, or travel. Fandom-driven engagement is also key—brands should foster connections before, during, and after events to create meaningful interactions.
Marketing efforts should go beyond superficial sponsorships by selecting culturally relevant events and delivering authentic activations that resonate with Gen Z values. Similarly, travel and lifestyle content should focus on inspiration rather than price, fuelling deeper emotional connections.
Finally, the report highlights that Gen Z spends considerable time outside traditional social media platforms. Brands should diversify their advertising strategies to reach audiences across the open internet, tapping into opportunities beyond the walled gardens of social platforms.
Caterina Camerata, strategy director at Publicis Media Hong Kong, commented, “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. 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.”
