Gen Z: Evolving Social Media and Sports Preferences

The pandemic has brought all generations into the digital world to work, connect, socialize and be entertained. Members of Generation Z have lived their entire lives digitally, but as they come of age, they are cementing their status as purveyors of culture, drivers of consumer growth and are redefining the media landscape. Their lives are lived through social media, their lifestyles are defined by the content they consume and they are shaping cultural moments – such as in sports, lifestyle and fashion – from the comfort of their mobile devices.

In partnership with FleishmanHillard’s TRUE Global Intelligence practice, BlueCurrent China released a global study on Generation Z in China, Japan and the UK during Q4 2021. The report aims to understand how this generation is poised to engage with cultural moments through digital platforms, influencing how these moments are made. 

View the report on BlueCurrent China’s site.