Danone

At a Glance

Summary

Yuxuan Liu conducted desk research on the attitudes of China Generation Z consumers towards low-carbon products and contributed the ideas for green campaign.

Goals

The primary goal is to gain a profound insight into the evolving green consumption trends within Generation Z. By analyzing Generation Z eco-friendly preferences and behaviors, Yuxuan explored opportunities for advocacy and advocated for green consumption and green lifestyle to foster a profound, lasting and green change in how Generation Z approaches their consumer choices.

Solutions

• Researched on China Generation Z green consumption. Gathered and curated diverse institutional research reports and datasets, undertaking a comprehensive investigation into the green consumption tendencies exhibited by China's Generation Z demographic. This endeavor encompassed a meticulous analysis of their proclivities and conduct pertaining to environmentally viable products and behaviors.
• Contributed ideas for green campaign. Based on the conclusions drawn from the research and analysis in the previous step, captured the key consumer preferences, lifestyles of different segments of the Generation Z personas and contributed ideas for green advocacy. 

Potential Impact

The new demands of Generation Z are poised to inspire innovation and opportunities. By analyzing the eco-friendly preferences and behaviors of Generation Z, Yuxuan offered some conceptual ideas for green campaigns. Enterprises can develop strategic plans for low-carbon communication with Generation Z with the trendy topic of low carbon, environmental protection, water stewardship, etc., and provide green new product options and services to cater to the growing demand in the eco-friendly market.

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