Generation Z seems to have become the "hidden password" for brands’ strategic development these years, however, when the size of Generation Z is gradually decreasing and market space is shrinking, more and more brands are still perplexed about where they can find the extra growth opportunities.
Looking at social demographic changes over the past 20 years, there is an evident trend of aging - in addition to the traditional silvery group (over 60 years old), the proportion of the 45-59 aged is also increasing year by year, and became the largest population group in 2023, accounting for nearly a quarter of China's total.
In response to this general trend of consumer aging and to explore additional growth engine in the market, GROWTHX, the growth strategy boutique of Illuminera, officially launched a comprehensive syndicated report focusing on people aged 45-59 (hereafter called Gen-R). This report, first ever in the market, can help brands reveal insights related to the Gen-R, explore their consumption potential and business value, identify corresponding marketing strategies, and activate business opportunities implanted on this group.
They are the new generation growing up with China’s reforming and opening-up. Their outlooks on life, career development, and financial capability all benefit from the dividends of the times.
They have substantial assets, stable incomes, and light liabilities. The large and necessary expenses in their lives are gradually decreasing.
They may have retired or entered the "second half" of their careers. The focus of life has also shifted from work and family back to themselves.
With the pressure relieved from both work and family, they don't contrive the character to fit a certain image, but to develop their own hobbies. Their lives have a unique sense of relaxation.
In-depth understanding of Gen-R’s lifestyles and mindsets
multi-dimension segmentation of Gen-R and definition of the "high-value" group
Insights on Gen-R’s willingness to purchase, what to purchase, and how they make purchase decision
What are the characteristics and differences of the media behaviors, content preferences, and channel habits of the Gen-R?
How to communicate with the Gen-R more effectively and how to design the marketing strategy?
GROWTHX's research has identified seven segments within the Gen-R, with the high-valued segments accounting for 47% and the low-valued taking the other 53%.
The sample charts below includes the average monthly household income (RMB), the unit price of each purchased category (RMB), as well as the proportion and frequency index of Gen-R reached by hard and soft ads in key consumer product categories (by APP platform). It aims to assist brands to seek growth drivers from the "Three Increases and Three Decreases".
l Life stages, financial conditions, life patterns and consumption attitudes, etc.
l Comparison and contrast between different generations
l Structured survey: measuring attributes including life status, physical and financial conditions, etc.; covering 2,000+ consumer samples from T1-T4 cities
l 1-on-1 in-depth interview: exploring consumer minds, attitudes, and demands, etc.
l Ghawar insight platform: observing real media habits, content interests, seeding and converting effects of different touchpoints
l Touchpoints strategy guidance that fits Gen-R’s media habits and attitudes of the group
l Communication strategy and content suggestions that can cater to needs of the Gen-R and trigger their purchase desire
l The decision-making methods, shopping preferences and potential opportunities of the target group under specific categories
For report subscription or more information, please contact: jenny.zhang@illuminera.com / matthew.lu@illuminera.com
