Gen Z has moved beyond “up-and-coming.” They are shaping culture in real time. Representing around a quarter of the global population and driving about 40% of consumer spend, they share one standout quality: a distinctly clear-headed mindset.
In the fight between burnout and freedom, they choose happiness. They rest at work without guilt, draw clear boundaries in relationships and build a “buddy culture” around the right people for the right moments. They want a pace of life they can control and refuse to pay extra for empty hype. Every yuan has to mean something.
So how can brands tap into this clear-headed logic and build real, equal and emotional connections?
Building on Unlocking Gen Z 2022 and 2024 China Focus, the dentsu Z team, a cross-disciplinary group of Gen Z creatives at dentsu, step in as both insiders and observers. In the 2026 edition, “Unlocking Gen Z 2026 China Focus: The No-Filter Generation” they dive into Gen Z micro-communities and decode six key trends reshaping young Chinese lives: from global issues and emotions to work, learning, entertainment, tech and spending.
A sharp, on-the-ground guide for anyone who wants to truly understand today’s youth and speak to them in a way that genuinely resonates.
TREND 01
GOOD GETS A NEW FLEX
For Gen Z, “doing good” isn’t a side project; it’s core to their identity. They see themselves as global citizens, speaking up on world events, the planet, and cultural shifts, and are emerging as a new wave of cultural and social opinion leaders.
TREND 02
REMIXING ME
Squeezed by academic pressure, fierce job competition, and social media overload, Gen Z is switching on “emotional self rescue mode.” When they can’t change the system, they change how they treat themselves, practicing self-care and fiercely protecting their emotional energy. From saying no to toxic overthinking to saying “I choose to love myself,” this is a quiet rebellion and a clear-eyed act of self-preservation.
TREND 03
CASH IN BETWEEN CLASSES
Gen Z in the workforce is no longer climbing the traditional career ladder. They’re less driven by social anxiety or elite role models and no longer buy into a single “hustle to the top” narrative. Instead, they put their own needs first. As they step into the future, Gen Z isn’t chasing anyone else’s definition of success, they just want to be the “top student” in their own eyes.
TREND 04
WHERE FUN FUSES US
Gen Z is breaking up with rigid circles and cliques, and stepping up as the engine of a new pop culture fusion. They roam freely through their passion zones, remixing subcultures and turning old boundaries into a fluid, cross pollinated entertainment ecosystem - more open, more diverse, and charged with creative energy.
TREND 05
TOGETHER WE TECH
Gen Z’s relationship with technology goes far beyond the old “addicted vs. resistant” debate. With an average of 1.8 AI “friends” each, they’re not just using tech differently, they’re actively rewriting the growth story of technology brands. Moving in rhythm with intelligent systems, Gen Z is once again stepping into the future side by side with AI.
TREND 06
WOKE WALLETS
“Spending less” isn’t about mindless downgrading - it’s about demystifying consumerism. Gen Z cares about emotional value, dives deep into product details, and compares prices in real time. Rather than drifting with the tide, every yuan they spend is intentional, personal, and guided by a clear sense of purpose.
As Chris Chen, CEO of Dentsu Creative and Chief Creative Officer of dentsu in China, puts it: “Gen Z has moved beyond simple either-or thinking. In a complex, layered world, they are drawing their own lines, choosing what truly matters, and staying true to themselves. For brands, stepping into Gen Z’s world isn’t about trying to impress them; it’s about genuinely seeing them: their communities and subcultures, their values, and their real needs.”
This trend report, shaped through the eyes of Gen Z, is both a playbook to decoding their community codes and a practical creative toolkit for marketers, helping brands speak to Gen Z more directly, more honestly, and in a more human way.
Download Unlocking Gen Z 2026 China Focus:
www.dentsu.com/cn/en/our-latest-thinking
Or chat with dentsu Z:
DentsuCreativeChina@dentsu.com
ABOUT DENTSU Z
dentsu Z is where Gen Z creativity leads the way. The team shapes strategy, designs new solutions for clients, and uses cutting edge tech to build cultural moments that resonate. As true Gen Z insiders, they unlock fresh insights and create authentic connections between brands and tomorrow’s consumers.
ABOUT DENTSU CREATIVE
Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, business and society.
www.dentsucreative.com
ABOUT DENTSU
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 and now present in approximately 120 markets worldwide, the company has a proven track record of nurturing innovation, bringing together the talents of its global portfolio of leading brands to deliver impactful, integrated growth solutions for clients.
Dentsu, Innovating to Impact.
www.dentsu.com
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