Tag: Gen Z

Indonesia – Cheil Indonesia has released a new report offering a deep dive into the mindset of Gen Z in Indonesia, shedding light on how this generation is reshaping the definition of ‘cool’ through authenticity, purpose, and intentional digital behaviour.

The report reveals that Indonesian Gen Zs associate “cool” with purpose-driven confidence and unfiltered authenticity. A notable 67% of respondents admire individuals who live boldly, stay true to their passions, and back their beliefs with action—eschewing trend-chasing in favour of meaningful engagement.

Gen Z’s approach to digital life is deliberate. Rather than succumbing to “Fear of Missing Out”, they’ve redefined FOMO as “Filter On My Own”—prioritising content, causes, and moments that align with their identity. They no longer ask, “What’s trending? ” but “What feels right for me? ”

Cheil’s findings show that Indonesian Gen Zs are highly selective with the content and culture they consume. Their attention is earned by content that sparks genuine curiosity or mirrors their lived experiences. TikTok remains a key platform, with trends like A Day in My Life (ADIML) and Get Ready With Me (GRWM) striking a chord through their everyday relatability. Even light social commentary—such as posts addressing class disparity—resonates when presented with authenticity.

This generation also explores emerging digital tools and subcultures, from experimenting with AI to engaging with virtual influencers and viral “brain rot” memes—content that borders on absurdity but reflects Gen Z’s love for unfiltered creativity.

On wellness, 73% of Gen Z respondents prioritise healthy habits not just as personal goals but as identity markers. Whether through mindful eating, fitness routines, or better sleep cycles, health is seen as a lifestyle flex and form of self-expression. They are also discerning about what they consume—inspecting labels, choosing balance over extremes, and embracing sober-conscious behaviours.

For brands, this signals an opportunity: show up not as the expert, but as a companion in their journey to self-care—offering comfort, utility, and real value in moments that matter.

The report also highlights how Gen Zs balance their digital autonomy with deep cultural grounding. Concepts like ‘guyub’ (togetherness) remain strong, with many finding solace in local traditions, nature, and shared rituals. TikTok’s “Kesenjangan Sosial” trend—where users from different social classes playfully engage with class differences—underscores how Gen Z embraces diversity and coexistence through humour and shared experience.

In their digital behaviour, Gen Z is also moving away from traditional search engines. They now turn to platforms like TikTok and ChatGPT for everything from recipes to product recommendations, favouring interactive, visual, and intuitive search tools.

Platform preferences are clear: they expect content tailored to each digital space. TikTok demands curiosity and fun, Instagram is for aesthetics, and X (formerly Twitter) serves as a space for wit and insight. Brands that fail to adapt to these expectations risk being ignored.

The report concludes with a reminder: Gen Z sees through performative marketing. Relevance requires more than trend-hopping—it calls for purpose, cultural fluency, and sincerity. Brands that listen, adapt, and respect Gen Z’s evolving identity stand to earn not just attention, but long-term loyalty.

China – Coca-Cola has brought back its iconic ‘Share a Coke’ campaign, launching a new China-focused initiative that features personality-themed bottles designed to spark fun and meaningful connections among friends and family.

Developed by WPP Open X and led by Ogilvy Shanghai, Coca-Cola’s latest iteration of the “Share a Coke” campaign introduces a new line of bottles aimed at resonating with Gen Z in China. The refreshed packaging features 20 distinct personas—such as “The Foodie”, “The Attention Seeker”, “The Introvert (I-Person)”, and “The Extrovert (E-Person)”—designed to reflect the varied identities and interests of younger consumers.

The campaign continues the brand’s tradition of using product design to explore themes of individuality and social connection. It invites Gen Z to express themselves and connect with othersrough light-hearted labels that speak to personality and shared interests.

To launch the initiative, Coca-Cola released a series of short videos and visual content depicting how bottles can act as conversation starters across different personality types—from close friends to total opposites. The campaign made its physical debut at the 42nd Weifang International Kite Festival on April 18, where the themed bottles were incorporated into kite displays as part of an interactive activation.

Additional out-of-home (OOH) installations are being rolled out in high-traffic areas such as subway stations, aiming to reach urban youth in everyday spaces. Meanwhile, online, the campaign is anchored by weekly interactive challenges co-created with social media platforms and Gen Z influencers.

On May 15, singer and brand ambassador Silence Wang released a video to announce the campaign’s rollout. Coca-Cola is also incorporating mixed reality (MR) elements into its content strategy to extend reach and keep engagement levels high throughout the campaign’s duration.

Originally launched over a decade ago with customised nickname bottles, “Share a Coke” marked a shift toward more personalised, socially driven marketing. This latest version seeks to reinterpret that approach for a new generation—prioritising identity, expression, and shared moments in an evolving digital and social landscape.

Brands nowadays must go beyond surface-level marketing to forge authentic connections with younger Filipino prosumers—a generation that not only consumes but actively shapes and influences content and brand narratives. These digital natives are highly discerning, socially aware, and deeply value authenticity, purpose, and transparency. 

Moreover, they reject traditional advertising in favour of brands that engage meaningfully, reflect their values, and invite participation in co-creating products, experiences, and social impact. For brands aiming to thrive in the Philippine market, cultivating genuine relationships with these empowered individuals is no longer optional—it is essential to remaining relevant, trusted, and influential in a culturally rich and fast-evolving consumer landscape.

In HAVAS Ortega’s latest report It’s a Gen-Z World and You’re All Just Living in It, it highlighted how the younger ‘prosumers’ of today are shaping culture, challenging norms, and setting the stage for a future where authenticity, purpose, and innovation define what truly matters. 

MARKETECH APAC recently spoke with Philip Tiongson, general manager, Mx and data science at Havas Ortega; Angela Ayuson, senior strategist at HAVAS Ortega; and ⁠Richard Gemora, strategy specialist at HAVAS Ortega to better understand the report’s insights and how brands should truly engage with Filipino Gen Z ‘prosumers’ organically and authentically.

‘Surviving’ instead of ‘thriving’

In the report, it noted that 52% of the respondents felt that pandemic-era curfews and restrictions have lessened their urge to party, and 62% admit that they now have a lower appetite for social gatherings, having been desensitised during the long stretches of isolation.

Despite all this, there is a resurgence of reclaiming the ‘lost opportunities’ taken away from this generation, more specifically, the pursuit of “revenge” leisure and experiences. 63% of them prioritise personal enjoyment as a key goal, while 69% see parties and celebrations as an essential way to escape the world’s sadness and rediscover joy again.

For the agency, this reflects the utter desire of Gen Z ‘prosumers’ to enjoy life once again, especially when most of them are entering the workforce at a moment defined by economic headwinds and geopolitical volatility, making their transition from campus to career unusually fraught and challenging.

“Brands that hope to connect meaningfully and deeply and build lasting loyalty with this generation must ensure their offerings remain financially within their reach. Thoughtfully  calibrated price reductions, smart bundles, or genuine value-add services can lower the cost-of-entry without undermining profitability — and more importantly, signal that the brand is attuned to Gen Z’s budget realities,” the agency stated.

They noted, however, that affordability alone is not enough, as Gen Z Filipinos expect brands to show up meaningfully in their day-to-day lives, acknowledging the messy “adulting” milestones that shape their identity – from first paychecks to setting out on their own in their own apartments.

“Communications and messaging narratives that reflect these realities, offer pragmatic encouragement, and inspire without being preachy can make these young consumers feel  genuinely seen, heard, and understood,” they also added.

Stressing importance of mental health

Data also shows that 71% of the Gen Z prosumers have experienced mental health challenges, much higher than the national average of 49%. A huge 92% of those see mental health as one of the most pressing issues, recognising its impact on individuals, society, and the economy. 

With 88% of the prosumers saying mental health is just as important as physical health, it is clear that many are ready to address mental wellbeing in holistic, systemic, and personal ways.

For the agency, they note to brands that mental health warrants special attention, adding that this generation openly wrestles with anxiety, stress, and burnout, and they welcome brands that help normalise the conversation about mental wellbeing issues and provide tangible support through empowering and inspiring messages, as well as events that are focused on equipping them with strategies and tactics on how to be mentally healthy.”

“As a generation that is vocal about psychological wellbeing, they will reward brands that help normalise therapy, build in digital downtime, or subsidise counselling hotlines. Even small gestures — a guided breathing prompt embedded in an unboxing video, a partnership with a free tele-therapy platform, or an encouraging life hack on Instagram or TikTok–signal that the company values people over campaign optics,” they explained.

Being at the front lines of social causes

With their strong digital connectivity and fluency in social media, Gen Z is emerging as the most globally informed generation in history. They are acutely aware of international conflicts, political unrest, and worldwide economic challenges. 

According to data, 44% believe the world is heading in the wrong direction—a perception largely influenced by the actions of powerful global leaders. Additionally, 65% acknowledge that the planet is in the midst of an environmental crisis, with no country immune to the effects of climate change and ecological degradation. 

These concerns play a significant role in shaping their worldview, personal values, and expectations of the societies they are part of.

For the agency, the Gen Z generation denotes that “performative activism” is a non-starter and that they can spot a token hashtag or a trend-chasing press release from far away — and they are quick to call it out.

“Authentic alignment begins with a clear-eyed understanding of the cause itself, followed by an honest assessment of whether the brand’s DNA truly connects to that cause and can truly contribute to the cause. Any discrepancy between the two–say, pledging gender equity while tolerating pay gaps internally within their company–will invite backlash and potential “cancellation”. Conversely, when the fit is genuine, advocacy becomes a natural extension of the brand story rather than a marketing by-the-way or a fodder for press releases,” they stated.

Filipino Gen Z Prosumers are said to place their trust in brands and companies that consistently reflect their values—not just in marketing campaigns, but also in leadership decisions, hiring practices, and supplier relationships. 

For this generation, purpose is not something that can be treated as a token gesture; it must be deeply embedded in a brand’s everyday operations. Without this level of authenticity, they are likely to dismiss a brand’s efforts as superficial and unworthy of their attention.

“Walking the talk requires operational follow-through. A company that champions sustainability must show the receipts: Responsibly sourced raw materials, energy-efficient manufacturing, low-impact logistics, transparent reporting. The same principle applies to LGBTQ+ inclusion or any other social ambition; it starts with equitable policies for employees and extends through the supply chain to partners and vendors,” the agency added.

Cautiously embracing GenAI

Generative AI has quickly become a part of everyday life in the Philippines, with Gen Z Filipinos emerging as its most enthusiastic and skilled users. From academic tasks to creative content and side projects, they use GenAI to enhance productivity, express creativity, and manage large volumes of information. 

However, their enthusiasm is balanced with caution—they are aware of AI’s limitations, biases, and potential for misuse. As such, they expect brands to provide not just innovative tools, but also clear ethical standards, transparency, and responsible practices. Filipino Gen Zs are quick to call out superficial efforts or breaches of trust. 

“That nuance creates an opening — and an obligation — for brands. Gen Z Filipinos are not looking for empty hype; they want practical guidance, intuitive tools, and above all, ethical guidance on how to use these to the hilt with responsibility. They expect companies to hard-code transparency into every AI touchpoint, from data sourcing to content attribution,” the agency said.

They added, “A breach of that trust will be judged as harshly as a plastic-wrapped “eco”/environmentally friendly product or a rainbow logo masking discriminatory practices within the organisation.”

To earn their loyalty, the agency noted that brands must collaborate with educational institutions, government, and NGOs to promote digital literacy, ethical AI use, and real-world applications through initiatives like workshops and hackathons. Companies that combine innovation with integrity and invest in building Gen Z’s skills will be seen as trusted partners in shaping a responsible, AI-driven future.

How brands should properly connect with Gen Z prosumers?

For HAVAS Ortega, in order to connect meaningfully with Gen Z, brands must move beyond viewing them as a single, uniform group. Gen Zs are highly diverse, with unique subcultures rooted in passions like gaming, wellness, activism, and sustainability, as each community has its own language, influencers, and values. 

Moreover, brands that engage with these nuances, such as sponsoring esports leagues or collaborating with sustainability-focused student creators, show they see Gen Zs as individuals, not just a youth demographic.

“That recognition that they are diverse and multidimensional as a generation, however, is meaningless unless brands back it up with radical authenticity and desire to meaningfully connect,” they said.

However, true connection requires more than targeted campaigns; it demands authenticity and humility. Gen Z expects brands to listen first, admit what they don’t know, and create space for dialogue rather than monologue. They want to be co-creators, not passive consumers.

“Gen Zs expect a dialogue where they can help shape the flow of the narrative and decide where, and whether, your brand belongs. Acting as a platform rather than a preacher invites them to remix the brand story in ways that suit their identity; essentially, work with them as active collaborators in shaping your brand message and narratives,” they said.

Lastly, by embracing collaboration and cultural fluency, brands can build emotional relevance that algorithms alone can’t achieve. In a world saturated with content, those that foster genuine, community-driven engagement will earn Gen Z’s trust, loyalty, and long-term support.

“When brands combine subculture fluency with genuine openness, they achieve something algorithms cannot truly deliver: Emotional, meaningful relevance. In a landscape flooded with polished content, the brands that win Gen Z loyalty will be the ones that know which community doors to knock on, and ready to listen, co-create, and evolve,” they concluded.

Singapore – Coca-Cola has relaunched its ‘Share a Coke’ campaign, updating the well-known initiative with a focus on digital integration and personalisation aimed at connecting with a new generation of consumers.

The Share a Coke campaign returns with a refreshed focus on digital integration and localised experiences. The initiative, known for replacing the Coca-Cola logo with individual names, now incorporates new digital elements aimed at engaging younger audiences.

This year’s rollout includes a broader selection of names and nicknames, along with the option to personalise cans and bottles through the Share a Coke Online Platform. These customisations allow consumers to create more personal messages for friends, family, and colleagues.

With this campaign, Coca-Cola is expanding its outreach to Gen Z through a mix of digital and offline strategies, including social media investments, influencer partnerships, and targeted out-of-home advertising near popular youth hangouts.

The campaign aligns with Gen Z’s desire for more meaningful, real-world interactions, blending digital engagement with personalisation to encourage shared experiences. By integrating online tools with offline touchpoints, Coca-Cola aims to foster connection in an increasingly digital world.

Teejae Sonza, senior marketing director of Coca-Cola Trademark for Coca-Cola ASEAN and South Pacific, said, “The iconic ‘Share a Coke’ is back and supercharged at a global level, celebrating the pure magic that happens when people connect. It’s not just about likes and shares – we’re talking and focusing on real-world moments of happiness and magic.”

“Today’s generation will experience ‘Share a Coke’ on a whole new level of sharing that sparks joy amongst their friends. We are introducing new channels and fresh experiences, encouraging people to help uplift friendships through real-life everyday moments,” Sonza added.

‘Share a Coke’ has launched in Thailand, Singapore, and Australia, with plans to expand across the ASEAN & South Pacific (ASP) region over the next two months. Upcoming markets include the Philippines, Vietnam, New Zealand, Indonesia, Malaysia, and others.

Coca-Cola will host live customisation events across the region, allowing people to create personalised cans and bottles on-site. The Share a Coke Online Platform will also offer digital content and sharing tools.

More than 5,000 Gen Z-relevant names are available in stores across the ASP region. Personalisation hubs will also appear at selected locations, providing interactive opportunities for consumers to customise their own cans and bottles.

South Korea – Tinder has launched its first pan-Asian campaign, celebrating Gen Z’s redefinition of dating norms. Spotlighting women embracing self-expression, exploration, and fun, the campaign highlights their shift toward dating on their own terms.

Tinder’s ‘Dating, Your Way’ campaign embraces the idea that dating is an open-ended adventure, not a one-size-fits-all journey. 

Created by Wieden + Kennedy, the campaign draws inspiration from real Gen Z dating experiences—where meaningful relationships don’t always follow traditional paths. It features three core videos and different taglines across countries, each capturing a unique relationship moment.

The first video, “Move On”, explores the power of embracing new beginnings. It follows a young woman moving on from a past relationship, symbolised by a pet turtle gifted by an ex. The story captures the bittersweet process of letting go and stepping into new possibilities—with Tinder offering a fresh start.

“Double the Chill” celebrates quirks and unexpected connections. It tells the story of a first date where a woman and her Tinder match bond over their unusual shared habit—sipping cold drinks on a chilly day. The video highlights how small, unique moments can bring people together, making first dates feel more natural and authentic.

Meanwhile, “Love and Hate” embraces differences in relationships. A couple who met on Tinder navigate a playful debate over olives—mirroring the timeless pineapple-on-pizza debate. The story underscores how opposites can attract and even strengthen relationships.

Director Saman Kesh said, “Working on this campaign with Tinder was so gratifying. I’m all about deconstructing old ideas and presumptions. Relationships aren’t one-size-fits-all—they’re layered, unpredictable, and endlessly unique.” 

“We wanted to dive into the idea of women exploring more open-ended dating adventures, where the real magic happens in the journey of self-discovery. By giving our hero characters unique quirks—a pet turtle here, a shared love of chilly weather there—we showed that every experience is its own story, as personal and unexpected as the people we meet,” Kesh added. 

Tinder’s campaign is driven by its recent survey, which found that women across Asia are redefining dating on their own terms. The survey revealed that 82% use dating apps, and 72% have had meaningful relationships through them.

Furthermore, women across APAC are prioritising meaningful connections over outcomes, with 87% seeking equal partnerships. Nearly 70% are open to dating across races and cultures, over 70% to different cities, and more than 60% to different countries.

Daniel Kim, VP of APAC marketing at Tinder, said, “We know that young women in Asia want more control over their dating lives. With fun and safe dating at the core of the experience, Tinder is about the endless possibilities that can unfold when two people connect.”

“With this campaign, we’re celebrating the freedom to date without judgement—because whether you’re on Tinder to move on, move forward, or just move at your own pace, there’s no set way to date, and every match has the potential to change lives in ways that people could never imagine,” he added. The pan-Asia campaign will roll out across digital, social, and on-ground experiences in Korea, India, Thailand, and Vietnam, featuring bold storytelling, culturally resonant creatives, and a fresh take on modern dating.

Taiwan – English luxury lifestyle brand Barbour has partnered with digital experience agency CONTEN.T to create its first-ever mobile game, aiming to engage Gen Z consumers as part of the brand’s 130th-anniversary celebrations.

With expertise in mobile-first strategies, CONTEN.T will help Barbour deepen its connection with younger audiences by delivering immersive and interactive experiences. This collaboration represents a pivotal move in Barbour’s efforts to engage the next generation of consumers.

Barbour’s new mobile game adopts a “match-and-win” format, where players must pair two matching stickers to earn points. Each sticker represents elements of the brand’s iconic heritage, offering users an interactive way to engage with Barbour’s century-old legacy.

Examples of stickers featured in Barbour’s game include a Cocker Spaniel, symbolizing their dogwear collection, and the Herd Groyne lighthouse, referencing the iconic red landmark in South Shields, where the brand was founded.

To boost engagement and excitement, the game will also feature a leaderboard that taps into players’ competitive spirit. The top three scorers are incentivized with a chance to win Barbour’s best-selling waxed jacket, encouraging repeat play and adding a rewarding challenge to the experience.

Barbour’s partnership with CONTEN.T sets the stage for the brand’s revitalization, aligning with its long-term strategy to engage digital natives through immersive experiences. In a world where traditional ads no longer resonate with tech-savvy consumers, this move allows Barbour to connect with a generation that craves interactive and meaningful digital content

The game was rolled out across five key regions in Asia: China, Japan, Hong Kong, Taiwan, and South Korea.

Hong Kong – OMD HK has recently announced a new survey shedding light on the media habits of Generation Z’s youngest members, marking the transition to the emerging Generation Alpha. This survey is part of the agency’s third wave of the ‘Youngster Survey’.

In the survey, it noted that Gen Z considers social media a key companion, with Instagram leading the way. They use social platforms for connection and discovery and as search engines. Gen Z are starting to explore Instagram’s new platforms Threads and turn to Chinese social media platforms such as Douyin and Xiaohongshu for more fun, updates in entertainment or shopping.

In terms of video media consumption, Gen Z predominantly streams video content on smartphones and smart TVs, with 52% of their viewing time spent on smartphones. YouTube is their preferred platform, and there is a growing interest in local movies and dramas as well as a preference for content in Cantonese. Youngsters are attracted to video-focused platforms like Instagram, Facebook, and X/ Twitter as fads for Chinese social platforms Douyin and Xiaohongshu decline. 

Moreover, smart TVs and smartphones are key devices used to stream most video platforms. Youngsters exhibit a higher likelihood of subscribing to cheaper ad-supported subscriptions for smooth user experiences. Brands can consider connected TV and platforms such as Bilibili.

Meanwhile, daily music listening time has increased to 1.9 hours compared to the previous wave. YouTube Music remains dominant due to its user-friendly features like Discovery, Personalization, and Community. It’s also worth noting that YouTube ads effectively connect with the audience through up to 30-second audio ads, allowing for CPM bidding and optimised creative targeting of music and non-music content using Google’s solutions.

Gaming-wise, mobile gaming remains dominant but has decreased average playtime from 2.3 hours to 2 hours. Youngsters are spending less time gaming, likely due to increased physical meet-ups post-pandemic. Smartphones, PC games, and tablets are the most popular platforms. PlayStation and Nintendo Switch have declined, while handheld consoles like Logitech G Cloud have gained traction among female teens. Moreover, female teens are increasing their presence in gaming and outspending males while male youngsters prefer intense multiplayer games, while females gravitate towards immersive gaming experiences.

Lastly, youngsters aged 18-24 prioritise data privacy and security but are more open to data exchange for personalised offers, while female teens (13-17) show lower concern for data privacy. Both male and female youngsters take proactive measures to protect their data, such as using ad blockers, declining cookies, and utilising VPNs, with males being more ad-averse and having higher VPN usage.

Florence Wong, CEO of OMD HK, said, “With the release of the third wave of the Youngster Survey, OMD HK continues its commitment to providing valuable insights into the media habits of Hong Kong’s youth. This survey reflects the changing media landscape and offers a glimpse into the emerging Generation Alpha, who will shape the future of media consumption.”

Singapore – Around 70% of Gen Zs in the region saw e-commerce platforms as important entrance points for their purchasing experiences, and that they use these platforms extensively for researching their purchases. This is according to the latest data from Shopee and Kantar Profiles

The majority of Gen Z respondents (73%) said they conducted their product research and discovery through alternative channels, but they made their purchases on e-commerce platforms. Remarkably, 56% of people who use social commerce platforms for research at first would rather finish their transactions on e-commerce platforms.

A number of important variables contribute to consumers’ choice for e-commerce: a large product selection (79%), high product quality (77%), and easy payment options (59%).

One in three members of Gen Z said in the study that they would spend at least five days researching their purchases. This includes things like viewing product demos and reading reviews (27%), looking over price details (14%), and researching the features and specs of the product (24%). Even with their research methodology, they rank next-day delivery services and a return and refund procedure as their top priorities when making purchases.

Moreover, eight out of ten Gen Z respondents to the survey stated that they are looking for interesting and enjoyable purchasing experiences. This shows how content touchpoints like Shopee Live are to their purchasing experience. 

Ian Ho, vice president of Shopee, stated, “Gen Zs in Southeast Asia highly value using e-commerce platforms for product research and purchases, emphasising their need for a smooth, reliable, and integrated shopping experience. From enhancing service levels to providing new types of shopping entertainment content, our latest initiatives draw on shoppers’ feedback.”

He added, “As the leading e-commerce marketplace in the region, we are fully committed to continuously innovating and enhancing their experience to meet their evolving needs. We look forward to continued support from our valued customers.” 

Seoul, Korea – Tinder has unveiled its latest local brand campaign in Korea, which celebrates and caters to the authentic self-expression and choices of Gen Z’s.

Building on Tinder’s “There’s no wrong choice, Tinder.” brand message in Korea, the campaign focuses on Gen Z’s quest for honesty and authenticity through real-life stories of one of Korea’s rising stars, in addition to real stories of actual Tinder users.

In the campaign video, Korean actress Jeon Jong-seo unapologetically showcases her distinct personality with a promise to share all aspects of herself as an actress and as an individual. 

https://youtu.be/JO0Q0d2-CEk?si=9JA0O9cxK2FkgHoS

Whether it’s love, friendship, or an undefined relationship, the subsequent three campaign videos showcase real-life stories of Korean users who have found new connections on Tinder, illustrating the possibilities of anyone finding a significant other or friend on Tinder.

The campaign takes inspiration from the new generation of Gen Z daters who are known for expressing themselves more and being authentically honest in showing who they truly are to others, according to Tinder’s 2023 “Year In Swipe” report.

The campaign in Korea will run through April 30, and four campaign videos, including one by Jeon will be available on Tinder’s official channels for Korea, including the Tinder app, YouTube, and Instagram.

Talking about the campaign, Daniel Kim, VP of Marketing, Asia at Tinder, said, “Tinder’s latest brand campaign in Korea celebrates this generation’s self-expression and authenticity. At Tinder, we are passionate about creating a space where every individual can showcase their true selves fearlessly, knowing that they’re embraced and celebrated just as they are. With this new local campaign, we’re proud to champion authenticity as the cornerstone of meaningful relationships.”

With this campaign in mind, Tinder continues to connect  strongly with Gen Z singles across the APAC region. “There’s no wrong choice, Tinder,” in Korea follows Tinder’s first local “It Starts With A Swipe” campaign in Southeast Asia that debuted in Vietnam, illustrating how this generation of young adult singles are looking for endless possibilities. The “Love Is With Others” brand campaign in Japan similarly celebrates young adults seeking new possibilities and encourages them to look for joy, laughter, and sadness with someone else to make every day special.

Singapore – A new survey from YouGov notes that six out of ten Singaporeans claim to have purchased things through social media sites. Facebook looks to be the most popular social media buying network, with four out of ten users admitting to using it for purchases (40%). 

As a result, a quarter of respondents (26% each) claim to have made purchases via TikTok and Instagram, while a fifth (20%) have done so via YouTube. 

Notably, a substantial 40% of consumers in Singapore state that they have not made any purchases through social media platforms.

A comparison of different age groups reveals interesting differences. Facebook appears as a preferred platform among older generations, particularly with 44% of Generation X users. In comparison, Generation Z has a lower proclivity to use Facebook for purchases, with only 22% using the platform for this reason.

Instead, Generation Z consumers have a stronger preference for TikTok, accounting for 46% of users, exceeding the usage percentages of other generational groups, such as 30% for Millennials and 23% for Generation X. Furthermore, both Generation Z (41%) and Millennials (37%) are more likely to use Instagram for purchases than Generation X (18%).

Consumers in Singapore tend to fall into distinct categories when it comes to buying frequency. The majority, 52%, are classified as occasional customers, meaning they make purchases on social media sites less than once a month. 36%, on the other hand, are classified as frequent purchasers, suggesting that they shop on social media more than once a month. A significant 11% are unsure about their shopping frequency.

Those who have engaged in such transactions may lack the commitment that leads to frequent buying behaviour, according to earlier statistics revealing that 40% of Singaporeans have refrained from making purchases through social media. Millennials are once again the most frequent purchasers, with 44% purchasing on social media more than once a month. In Singapore, however, the Generation Z population prefers occasional purchases, with 63% expressing a preference for this shopping frequency.

Within the category of frequent customers, Facebook is the most popular app for purchases, with 74% preferring it, followed by TikTok (58%), and YouTube (51%). In contrast, among occasional buyers, the distribution of usage shifts slightly, with 61% preferring Facebook, 41% preferring Instagram, and 38% preferring TikTok.

According to the study, the top reasons for prospective consumers to make purchases through social media platforms are cheap price points in comparison to other options and appealing discounts and promotions, both of which register at 52%. Other important factors influencing purchasing’ decisions include 41% convenience, 38% the capacity to analyse products in detail, and 35% the certainty of dependable customer service.