Generation Z in Japan: Raised in Anxiety

Generation Z in Japan, born between 1995 and 2010, has unique characteristics. First, they are pessimists, which is mainly because of the challenging environment in which they were raised, with long-lasting low economic growth and multiple natural disasters. Second, they are digital natives, with a high level of digital device literacy. Raised in a highly advanced technological environment, they benefit in various ways by leveraging such devices. Also, they value relationships with family and friends, forming very close intimate relationships with their parents and broad shallow relationships with their friends. These unique characteristics turn Generation Z into a careful spender in consumption, and a stability seeker in workplaces. As consumers, they are very knowledgeable using both online/offline information, thus, are very selective and cautious when spending their money trying to prepare for the possible risk in the future. As employees, they are less loyal to companies and value their private life higher than their work life. A guideline for targeting Generation Z in Japan is presented.