奥美（Ogilvy）：2025Z世代经济十字路口：品牌的代际机遇研究报告（英文版）（19页）.pdf

1、Gen Zs Economic CrossroadsA GENERATIONAL OPPORTUNITY FOR BRANDS While Gen Z is the largest generation in history,poised to become the most valuable consumer cohort by dollar value,they are coming of age in a challenging economic environment.The cost of education is rising while the gap between the s

2、kills employers need and the tools young people are given is widening.Society encourages fiscal responsibility,yet traditional education is more expensive than ever.We tell young people they need to be agile,but theres a lack of infrastructure to support the transition to a world where,by 2027,about

3、 half of all workers in developed countries will be part of the gig economy.This moment presents a generational opportunity for brands to build loyalty,love,and relevance with this influential generation of entrepreneurs,creators,and lifelong learners.And while it can be easy to dismiss changes in e

4、mployment and social or government finding structures as“not your concern,”these are the critical moments in which brands can be cemented.The brands that young people look to for inspiration,support,and resources today will earn their loyalty for years to come.To build love and loyalty in youth cult

5、ure,todays brands and businesses must embrace transformation.This will require a contextual understanding of the challenges facing todays youth.And it wont always be easy supporting todays youth in this new economic landscape will require brands and businesses to put forth genuine effort.INTRODUCTIO

6、NHow can brands respond to Gen Zs shifting education and employment paradigm?Education costs are still high,demand for trade professionals is surging,and young people are prioritizing experience over degrees and independence over traditional 9-5s.CONTENTS5 A new career and education paradigmSchool i