Spotify：定义东南亚Z代和千禧一代的趋势(2020)（英文版）（24页）.pdf

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1、M A L A Y S I A TRENDS REPORT CULTURE NEXT MALAYSIA TRENDS REPORT: VOLUME 1 2020 WHOS SHAPING OUR FUTURE? By the end of 2030, it is estimated that Millennials will represent 40% of the global working-age population1. Gen Zs currently make up 26% of the worlds population1. Weve heard so much about Mi

2、llennials and their impact on every aspect of culture. But how has that changed as theyve gotten older? And what about Gen Z? What makes them tick? What inspires them? How do both groups connect to the world, each other, and themselves? Here at Spotify, culture is part of our DNA, and were always tu

3、ned in. We recognize how complex the world has become for all of us, especially young people. We also understand how important these audiences are to brands. Partnering up with research agencies Culture Co-Op and YouGov, we commissioned our first Culture Next Trends report for Asia. The journey took

4、 us all around markets in Southeast Asia speaking to 3,000 Gen Zs and Millennials in Singapore, Malaysia, the Gen Zs and Millennials have a unique relationship with social media and the digital world. 59% believe online aesthetics have altered what their generation expects to see in the real world2,

5、 58% say there is too much visual stimulation and think audio offers a nice escape2. As Gen Z and Millennials navigate global socio- economic events as of late, 66% believe that brands should convey messaging of moral support that resonate with consumers struggles2. Gen Zs and Millennials see music

6、as intrinsic to culture: 80% believe music allows people to connect with each other and other cultures2. BY THE NUMBERS Philippines, Indonesia, Thailand, as well as Taiwan unpacking their evolving relationship with culture, brands, content, technology, and their communities. Through a mix of survey