In brief
>It is a mistake to try to understand Gen as a single entity; instead, we should recognize that they are a collective of consumers with diverse interests and preferences.
>There are more young consumers in Japan who are referred to as "followers," starting their consumption by following those around them, and these so-called late majority consumers are more prevalent compared to those in Western countries.
>To enter and grow in the Japanese B2C market, companies need to consider which segments of Gen Z to target and then build their marketing and operational strategies accordingly.
>There are more young consumers in Japan who are referred to as "followers," starting their consumption by following those around them, and these so-called late majority consumers are more prevalent compared to those in Western countries.
>To enter and grow in the Japanese B2C market, companies need to consider which segments of Gen Z to target and then build their marketing and operational strategies accordingly.
・Z世代を一括りに理解しようとするのではなく、様々な趣味・嗜好のある消費者の集合体であるという認識を持つべき
・日本の若年層は「フォロワー層」と呼ばれる、周囲の人に追随する形で消費を始める、いわゆるレイトマジョリティーとされる消費者が欧米と比べて多いと考えられる
・企業が日本のBtoC市場へ参入・成長していくには、どのZ世代のセグメントをターゲットとして狙っていくべきかを考えた上で、マーケティング・オペレーション戦略を組み立てる必要がある
・日本の若年層は「フォロワー層」と呼ばれる、周囲の人に追随する形で消費を始める、いわゆるレイトマジョリティーとされる消費者が欧米と比べて多いと考えられる
・企業が日本のBtoC市場へ参入・成長していくには、どのZ世代のセグメントをターゲットとして狙っていくべきかを考えた上で、マーケティング・オペレーション戦略を組み立てる必要がある
どのような業界であれ、お客さまにモノやコトを売る以上、現在の消費者を精緻に理解することは欠かせない。しかし、年代別に見ると、デジタルの急速な進展、東日本大震災、新型コロナウイルスの流行など、100年に一度ともいえるような出来事を子どものころに経験した現在の10代・20代は、それ以上の世代と大きな価値観の“断絶”がある。それゆえ、彼ら「Z世代」を解像度高く理解できている年長者は少ないように見受けられる。
結果、テレビや雑誌などのメディアは、現在の若者に対してこぞって「苦労なく育ってきた」「熱量や欲求に欠ける」といったイメージを流布しているが、一人のZ世代でもある筆者としては違和感を覚えざるを得ない。
本稿では、このようなZ世代について、価値観の可視化のもとで論じてみたい。
In any industry, as long as you are selling goods and services to customers, it is essential to have a precise understanding of today's consumers. However, when looked at by age group, today's teenagers and 20-somethings, who as children experienced events that could be described as once in a century, such as the rapid progress of digital technology, the Eastern Japan Earthquake and the outbreak of the new coronavirus, have a major ‘disconnect’ in their values with older generations. The ‘Gen Z’ generation is therefore a ‘disconnect’ between their values and those of older generations. Therefore, few elders seem to have a high resolution understanding of the ‘Gen Z’.
As a result, the media, including television and magazines, are spreading an image of today's youth as having grown up without hardship and lacking enthusiasm and desire, which, as a Gen Z, I cannot help but feel uncomfortable about.
In this report, I would like to discuss this Generation Z under a visualisation of their values.
As a result, the media, including television and magazines, are spreading an image of today's youth as having grown up without hardship and lacking enthusiasm and desire, which, as a Gen Z, I cannot help but feel uncomfortable about.
In this report, I would like to discuss this Generation Z under a visualisation of their values.
価値観や消費行動が個々人で大きく異なる世代
Japanese Gen Z has widely differing individual values and consumption behaviour
Japanese Gen Z has widely differing individual values and consumption behaviour
Z世代とは、1996年～2010年生まれで、2022年現在ではおよそ12歳～26歳に該当する若者の総称である。Z世代と聞いて思い浮かべる典型的なイメージとして、「SNSに一日何時間も費やす」や「Netflixなど月額制のサブスクリプションサービスを多用する」などが挙げられるのではないか。
総務省による調査『情報通信白書（2020年）』によると、10代・20代のInstagramの利用率はそれぞれ69％・68％を誇り、全年代での利用率42％と比べても突出して高い。Instagramにとどまらず、TikTokは10代、Twitterは20代に支持されていることを鑑みても、SNSを積極的に利用する年代であるといえる。
しかしながら、このデータの裏を返せば、いまだに10代・20代の3割以上はInstagramを利用しておらず、利用する7割弱の中でも、友人や有名人の投稿を見ているだけの人も多数存在するなど、利用度合いはさまざまである。筆者の周りでも、SNSに一切興味がなかったり、SNSに疲れて使うのを辞めたりした友人は多く、筆者自身も普段はあまりSNSを利用しない。
また、ネット環境が幼少期から当たり前のように存在する年代であるため、皆が同じテレビ番組を見て、同じブームに乗っかっていた時代とは対照的に、自分の興味のあるコンテンツを取捨選択するのも当然となっている。SNSの利用にとどまらず、価値観や消費行動が個々人によって大きく異なるというのが、ミレニアル世代（1980年～1995年生まれでZ世代の上の世代）以上との決定的な違いではないか。
Gen Z is the collective term for young people born between 1996 and 2010, who are approximately 12-26 years old in 2022, and the typical images that come to mind when you hear the term ‘Gen Z’ include ‘spending hours a day on social networking’ and ‘heavy use of monthly subscription services such as Netflix’. and ‘spend many hours a day on social networking’ and ‘use a lot of monthly subscription services such as Netflix’.
According to the Ministry of Internal Affairs and Communications' White Paper on Information and Communications (2020), Instagram usage among teenagers and 20s boasts 69% and 68% respectively, which is significantly higher than the usage rate of 42% for all age groups. The fact that TikTok and Twitter are favoured by teenagers and 20-somethings, respectively, also suggests that these are the age groups that actively use social networking services.
However, the flip side of this data is that more than 30% of teenagers and 20-plus still do not use Instagram, and among the nearly 70% who do, there are many who just look at posts by friends and celebrities, with varying degrees of use. There are many friends around the author who are not interested in social networking at all or have quit using it because they are tired of it, and the author himself does not usually use social networking much.
In contrast to the days when everyone was watching the same TV programmes and following the same trends, it is now natural for people to select and choose the content that interests them. The fact that values and consumer behaviour differ greatly from person to person, not just in the use of social networking sites, is a decisive difference with the Millennial generation (born between 1980 and 1995, the generation above Gen Z) and above.
According to the Ministry of Internal Affairs and Communications' White Paper on Information and Communications (2020), Instagram usage among teenagers and 20s boasts 69% and 68% respectively, which is significantly higher than the usage rate of 42% for all age groups. The fact that TikTok and Twitter are favoured by teenagers and 20-somethings, respectively, also suggests that these are the age groups that actively use social networking services.
However, the flip side of this data is that more than 30% of teenagers and 20-plus still do not use Instagram, and among the nearly 70% who do, there are many who just look at posts by friends and celebrities, with varying degrees of use. There are many friends around the author who are not interested in social networking at all or have quit using it because they are tired of it, and the author himself does not usually use social networking much.
In contrast to the days when everyone was watching the same TV programmes and following the same trends, it is now natural for people to select and choose the content that interests them. The fact that values and consumer behaviour differ greatly from person to person, not just in the use of social networking sites, is a decisive difference with the Millennial generation (born between 1980 and 1995, the generation above Gen Z) and above.
Z世代のセグメンテーション
Segmentation OF Japanese GEN Z
Segmentation OF Japanese GEN Z
では、Z世代はどのように多様な層によって成り立っているか？日本の約4000人のZ世代を対象に、価値観に関するアンケート調査（2022年2月）を実施。統計的な手法のもと、Z世代のセグメンテーションを実施した結果、Z世代は大きく6つのセグメントに分けられることが判明した。
So how diverse is Gen Z made up of different layers? A survey of approximately 4,000 Gen Z in Japan was conducted on their values (February 2022). The segmentation of Gen Z under statistical methods revealed that Gen Z can be divided into six main segments.
So how diverse is Gen Z made up of different layers? A survey of approximately 4,000 Gen Z in Japan was conducted on their values (February 2022). The segmentation of Gen Z under statistical methods revealed that Gen Z can be divided into six main segments.
ソーシャルアクティブ層 / Social Active group
TwitterやInstagramなどのSNSを最も使いこなす、Z世代に代表的な層の一つが「ソーシャルアクティブ層」である。Z世代に25％程度存在し、都市部に多いセグメントである。
友人や仲間をとても大事にするほか、はやりのモノやコトに対しても敏感な傾向にあるのは、2～3日経てばバズる（話題になる）コンテンツが激変するSNS上において、自分自身を表現・発信できるこの層ならではの特徴ではないか。
普段の消費行動としては、Instagramを中心に、ブランドの公式アカウントや、インフルエンサー（※SNS上で影響力の大きい人物。タレントだけでなく一般人も多い）の投稿やライブ配信に影響され、つい購入してしまうことも多い。
ブランドマネジメントにおいてソーシャルアクティブ層を狙う際は、オンライン媒体でいかに接点を設けられるかが鍵となる。
One of the most active users of social networking sites such as Twitter and Instagram, and representative of Gen Z, is the Socially Active segment, which accounts for 25% of Gen Z. It is a segment that is most common in urban areas.
In addition to being very protective of their friends and colleagues, they also tend to be very sensitive to what is popular, which is a characteristic unique to this segment, which is able to express and transmit themselves on social networking sites, where the content that becomes a hot topic changes dramatically over the course of a few days.
Usual consumption behaviour is centred on Instagram, with a focus on official brand accounts and influencers (*persons with a great deal of influence on social networking sites; not only celebrities, but also ordinary people). They are often influenced by the posts and live-streaming of influencers (not only celebrities but also many ordinary people) and end up purchasing products.
The key to targeting socially active consumers in brand management is how to establish contact through online media.
One of the most active users of social networking sites such as Twitter and Instagram, and representative of Gen Z, is the Socially Active segment, which accounts for 25% of Gen Z. It is a segment that is most common in urban areas.
In addition to being very protective of their friends and colleagues, they also tend to be very sensitive to what is popular, which is a characteristic unique to this segment, which is able to express and transmit themselves on social networking sites, where the content that becomes a hot topic changes dramatically over the course of a few days.
Usual consumption behaviour is centred on Instagram, with a focus on official brand accounts and influencers (*persons with a great deal of influence on social networking sites; not only celebrities, but also ordinary people). They are often influenced by the posts and live-streaming of influencers (not only celebrities but also many ordinary people) and end up purchasing products.
The key to targeting socially active consumers in brand management is how to establish contact through online media.
自分らしさ追求層 / lifestyle enthusiasts
ソーシャルアクティブ層と並んで多い層が「自分らしさ追求層」である。Z世代の中でも20代など比較的年齢層が高く、都市部・地方部を問わず存在する。
最も特徴的なのは、地球環境や倫理感に対しての問題意識が強いことだ。サステナビリティに配慮したブランドを選んだり、オーガニックへの関心度も高かったりする。自然環境だけでなく、世界的な流行となった#MeTooムーブメントに賛同するなど、人権意識も高い。
また、普段の消費時には品質や安心感も重要視するため、「良いものを長く使う」のが得意といえる。このようなサステナビリティに関心の高い層は欧米同様に国内でも増えていくだろうし、本気度も増してくると思われる。この層を取り込むには、環境・人権保護に取り組んでいるように見せかけるグリーンウォッシュな企業・ブランドと思われないよう、より真摯な対応が求められる。
Along with the socially active segment, the most common segment is the ‘self-discovery segment’, which is relatively older among Gen Z, such as those in their 20s, and is present in both urban and rural areas.
The most distinctive feature of this group is their strong awareness of issues concerning the global environment and ethics. They choose brands that take sustainability into account and have a high level of interest in organic products. In addition to the natural environment, they are also highly conscious of human rights, for example by supporting the #MeToo movement, which has become a global trend.
They also attach great importance to quality and security during everyday consumption, and can be said to be good at ‘using good things for a long time’. This segment of the population with a high interest in sustainability is likely to increase in Japan as well as in Europe and the US, and the level of seriousness is likely to increase. In order to capture this segment of the population, more serious action is required to avoid being perceived as a greenwashed company or brand that pretends to be involved in environmental and human rights protection.
Along with the socially active segment, the most common segment is the ‘self-discovery segment’, which is relatively older among Gen Z, such as those in their 20s, and is present in both urban and rural areas.
The most distinctive feature of this group is their strong awareness of issues concerning the global environment and ethics. They choose brands that take sustainability into account and have a high level of interest in organic products. In addition to the natural environment, they are also highly conscious of human rights, for example by supporting the #MeToo movement, which has become a global trend.
They also attach great importance to quality and security during everyday consumption, and can be said to be good at ‘using good things for a long time’. This segment of the population with a high interest in sustainability is likely to increase in Japan as well as in Europe and the US, and the level of seriousness is likely to increase. In order to capture this segment of the population, more serious action is required to avoid being perceived as a greenwashed company or brand that pretends to be involved in environmental and human rights protection.
保守的リアリスト層 / COnservative realists
「保守的リアリスト層」はZ世代に約15％存在するセグメントで、昔から認められているモノやサービス、ブランドを好む傾向にある。
例えば、普及の比較的早かったInstagramやTwitterの利用率は76％・64％と高いが、最近人気のあるTikTokではわずか17％にとどまる。前述のソーシャルアクティブ層や自分らしさ追求層の半分以下である。
消費行動では、価格やコストパフォーマンスを最も重要視するが、生まれてほとんど好景気を経験したことのない世代ならではの特徴ともいえる。
The ‘conservative realist segment’ is present in Gen Z at around 15% and tends to favour goods, services and brands that have been recognised for a long time.
For example, use of Instagram and Twitter, which were relatively early in their diffusion, is high at 76% and 64% respectively, while the recently popular TikTok has a usage rate of only 17%. This is less than half of the aforementioned socially active and identity-seeking segments.
In terms of consumption behaviour, price and cost-effectiveness are the most important factors, a characteristic unique to a generation that was born and has hardly experienced a booming economy.
The ‘conservative realist segment’ is present in Gen Z at around 15% and tends to favour goods, services and brands that have been recognised for a long time.
For example, use of Instagram and Twitter, which were relatively early in their diffusion, is high at 76% and 64% respectively, while the recently popular TikTok has a usage rate of only 17%. This is less than half of the aforementioned socially active and identity-seeking segments.
In terms of consumption behaviour, price and cost-effectiveness are the most important factors, a characteristic unique to a generation that was born and has hardly experienced a booming economy.
没入ギーク層 / GEEK
自分の好きなことにはとことん熱中するなど、オタク気質のあるZ世代が「没入ギーク層」である。Z世代に約15％存在するが、価値観としては先進的・効率的であることを非常に好む傾向にある。
例えば、洋服をそろえる際には、ユニクロなどを中心とした低価格帯のファッションで済ませることが多い。最新のスマホやガジェットに精通している人、アニメやマンガのオタクなども含まれる。効率性を念頭に置いた購買傾向が多く、この層を刺していくには「購入によるメリット」を端的に分かりやすく伝えることが求められる。
Some Gen Z have a geeky streak, with a passion for the things they like to do, which is about 15% of Gen Z. They tend to be very progressive and efficient in terms of their values.
For example, when it comes to getting the right clothes, they often settle for low-priced fashions, mainly from Uniqlo. This includes people who are familiar with the latest smartphones and gadgets, and anime and manga geeks. Many of them have a purchasing tendency with efficiency in mind, and in order to stab this demographic in the back, it is necessary to convey the ‘benefits of purchase’ in a straightforward and easy-to-understand manner.
Some Gen Z have a geeky streak, with a passion for the things they like to do, which is about 15% of Gen Z. They tend to be very progressive and efficient in terms of their values.
For example, when it comes to getting the right clothes, they often settle for low-priced fashions, mainly from Uniqlo. This includes people who are familiar with the latest smartphones and gadgets, and anime and manga geeks. Many of them have a purchasing tendency with efficiency in mind, and in order to stab this demographic in the back, it is necessary to convey the ‘benefits of purchase’ in a straightforward and easy-to-understand manner.
好奇心旺盛層 / curiosity-driven group
「好奇心旺盛層」はZ世代に5～10％程度存在するセグメントで、比較的女性に多い傾向にある。斬新であることを好み、楽しくてスリルのあることに真っ先に飛び込むのが大きな特徴。実際に、他の層では約3割弱にとどまるTikTokの利用率は55％に及ぶ。
また、好みのファッションスタイルを確立できている人が90％以上を占めるなど、自分の好き嫌いが比較的はっきりしているのもこの層の特徴といえる。ブランドマネジメントとしては、今までにないプロダクトやサービスであることを強調し、斬新さをアピールすることで、彼らの好奇心をいかにくすぐれるかが攻略の鍵となる。
フォロワー層 / followers
残るセグメントは、世の中の流行や動きに関して関心が薄い「フォロワー層」である。フォロワー層は、従来では国内消費者の半分を占めていたものの縮小を続けており、Z世代においても10％弱にとどまる。この10％の中には価値観が今後定まっていく10代も多く含まれるため、フォロワー層が消失に向かう日は近いと思われる。
消費行動におけるこだわりが少ないのが大きな特徴。実際、男性の44％、女性の32％が好きなファッションスタイルを持ち合わせていない。また、この層の2割弱がLINEを含むSNSを一切使用していないというのも特筆すべき点である。
The remaining segment is the ‘follower segment’, which is less interested in trends and developments in the world. The follower segment, which used to account for half of all domestic consumers, has been shrinking, and now accounts for less than 10% of Gen Z. This 10% includes many teenagers whose values are set to change in the future, so it is likely that the follower segment will soon disappear.
The main feature of this group is that they are less particular in their consumption behaviour. In fact, 44% of men and 32% of women do not have a favourite fashion style. It is also worth noting that just under 20% of this group do not use any social networking services, including LINE.
The remaining segment is the ‘follower segment’, which is less interested in trends and developments in the world. The follower segment, which used to account for half of all domestic consumers, has been shrinking, and now accounts for less than 10% of Gen Z. This 10% includes many teenagers whose values are set to change in the future, so it is likely that the follower segment will soon disappear.
The main feature of this group is that they are less particular in their consumption behaviour. In fact, 44% of men and 32% of women do not have a favourite fashion style. It is also worth noting that just under 20% of this group do not use any social networking services, including LINE.
Z世代を"刺す"には / HOW to sell to GEN Z in Japan
一括りにZ世代といっても、さまざまな価値観を持った消費者がいるということをご覧いただけただろうか。5～10年後に彼らは国内消費の中核となることを鑑みると、2030年代に生き残っていく上で、Z世代を解像度高く理解することは必要条件である。
Z世代を企業・ブランドとして“刺す”には、このような多様なセグメントのなかで、どの層に焦点を合わせて価値訴求を行っていくか、そして最適な打ち手は何であるのかを今一度明確にしておくことが不可欠ではないか。
今後は、どのようなプレイヤーがZ世代へ効果的にアプローチできているか、具体的な先行事例をもってご紹介したい。
As they will be the core of domestic consumption in five to ten years' time, it is essential to understand Gen Z with a high level of resolution in order to survive in the 2030s.
In order to sell products to Gen Z as a company or brand, it is essential to clarify which of these diverse segments to focus on and what the most appropriate strategy is for promoting value.
In the future, we would like to introduce specific examples of how players are effectively approaching Gen Z.
As they will be the core of domestic consumption in five to ten years' time, it is essential to understand Gen Z with a high level of resolution in order to survive in the 2030s.
In order to sell products to Gen Z as a company or brand, it is essential to clarify which of these diverse segments to focus on and what the most appropriate strategy is for promoting value.
In the future, we would like to introduce specific examples of how players are effectively approaching Gen Z.