HK Gen Z revealed as driven, anxious, and financially savvy

More than 60% of Gen Zs in Hong Kong are ambitious, purpose-driven individuals eager to shape society, yet 39% report experiencing anxiety—significantly higher than the global average of 27%, according to the latest Gen Z Pulse insights report by Publicis Groupe Hong Kong, GWI, and The Trade Desk.

The report, which interviewed 1,000 Hong Kong Gen Zs online, offers an in-depth look into the behaviours, values, and spending habits of Hong Kong’s Gen Zs—a generation that is rapidly redefining the future of consumption and culture. Representing 22% of the city’s population and commanding an annual spending power of HK$50 billion, Gen Z is emerging as a critical audience for brands and marketers.

Often labelled as the “lie-flat” generation—content with minimal ambition and avoiding overwork—the data challenges this stereotype. In fact, 61% of Hong Kong Gen Zs say they want to make a positive impact on society.

However, this idealism comes with a cost. Gen Zs in Hong Kong face elevated stress levels, with 39% prone to anxiety—12 percentage points higher than the global average. The report highlights that this generation copes with pressure through everyday indulgences, such as shopping, snacking, and travel, as well as music, which ranks as their top stress-relief strategy.

Gender differences in stress management are also apparent. Young men tend to turn to solo coping mechanisms such as exercise and mindfulness, while young women are more likely to seek instant gratification through snacks, shopping, and social outings.

Travel also plays a key role, with around 40% of respondents reporting that they travel every few months, often influenced by vlogs (37%), friends (26%), movies, Xiaohongshu, Instagram content, and hotel ads.

Despite their indulgent tendencies, Hong Kong’s Gen Zs are financially savvy. According to the report, 57% prioritise saving while enjoying life, and 40% are focused on long-term wealth building through early investments and spending discipline.

To better engage with Gen Zs, the report suggested that brands should create uplifting experiences that help Gen Zs relax and reset, whether through music, snacking, or travel, to build loyalty and brand affection. Brands should also Leverage fandom-driven engagement by fostering connections before, during, and after events, for more meaningful experiences.

Meanwhile, brands should also go beyond superficial sponsorships; choose culturally relevant events and deliver authentic activations that resonate with their values. Moving past price-driven messaging and inspiring Gen Zs with rich content that fuels bucket lists and deeper emotional connections are also key.

Caterina Camerata, strategy director at Publicis Media Hong Kong, said, “Hong Kong’s Gen Zs is not just a demographic – they are a cultural and economic powerhouse. Their financial discipline, early investment habits, and appetite for experiences make them a unique audience for brands. To win their hearts, marketers must connect with Gen Zs at the speed of culture, staying hyper-aware that the leap from 'cool' to 'cringe' can happen in a split second – and make or break a brand's entire vibe.”

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