2023 saw the rise of Gen Z as the most populous generation, representing 32.1% of the population in China and taking over the consumer market. In the wake of the pandemic, Gen Z has experienced a transformation in their consumption mindset and behavior. As marketers, how can they adapt to connect with this dynamic demographic?

Unlocking Gen Z 2024: A Multi-Dimensional Generation, written by dentsu Z our Gen Z specialists at Dentsu Creative, curates the latest ideas and experiences from the Gen Z community and presents them in a whitepaper to inspire the market.