""We found that in China, three out of four Gen Z said 'I'm not disconnected and actually if I was disconnected, I might as well have disappeared'. That's how important and real digital life is. This struck us is quite a profound insight, because our digital connection has basically been asynchronous, for the entirety of human existence so far. Suddenly we're hitting this point, which is now synchronous, so it's happening at the same speed as real life,""
""One of the most interesting parts we saw was, leading up to this year there was a separation of people by the platform. Age, demographics, would be splitting in different ways across different platforms, or different interest groups really owning those platforms. Lots of the Rites of Passage around digital creativity, for example, a dance on TikTok, were really developed by young people. Brands were trying to get in there and jump on that trend but not really doing it very effectively.""
A 2,500-person Gen Z study across five markets shows most Gen Z feel continuously connected rather than tracking discrete phone use. In China, three in four Gen Z said, 'I'm not disconnected and actually if I was disconnected, I might as well have disappeared.' Digital connection is shifting from asynchronous interactions to synchronous experiences that operate at the same speed as real life. Platform boundaries are blurring, and newer platforms like TikTok are gaining wider demographic reach. Many brands previously struggled to join youthful creative rites of passage authentically, requiring new marketing approaches to engage always-on audiences.
Read at The Drum
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