1、The quest for certainty:How Chinas Gen Z is reshaping consumptionAccenture Chinese Consumer InsightsTable of contentsExecutive summaryThe new reality:Living for today,saving for tomorrow Three changes in Gen Zs consumption The return of rationalityBudgeting emotions,not just money AI as a steadying

2、force Winning the certainty mandate Deliver with reliability Win with emotional connectionDesign for resonance Anticipate with AI About this researchContributors and acknowledgments34778910101111121314Accenture Chinese Consumer Insights 2For years,commentary about Chinas younger generation has oscil

3、lated between alarm and dismissal.Often described as“lying flat”for opting out of relentless striving,Generation Z(Gen Z)appears to be scaling back consumption,lowering their ambitions and re-evaluating traditional views of love and marriage.To their elders,who lived through decades of uninterrupted

4、 growth,this disengagement may seem defeatist.Yet a closer look at Gen Zs priorities and decision-making reveals a very different story.Rather than withdrawing,this generation is responding to uncertainty by making more deliberate choices.These choices make sense when volatility and technological di

5、sruption are the new baseline.And the desire for certainty is spreading well beyond Gen Z.This shifts the core challenge for business leaders:from how to excite consumers to how to make them feel secure enough to commit.As Gen Z evolves from tastemakers to mainstream consumers and enters more comple

6、x life stages,the logic they follow will increasingly shape the market.For companies,the ability to deliver reliable value and build sustained relationships will be critical to winning and retaining this generation.Executive summaryAccenture Chinese Consumer Insights 3In 2024,Chinas Generation Zthos