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Editor’s Notes

This curated report synthesizes critical insights from Mintel’s latest research on Gen Z and Gen Alpha – two generations reshaping consumer markets across Asia-Pacific. This document highlights actionable opportunities to engage these digitally native, values-driven cohorts.

If you struggling to connect with Gen Z’s 8-second attention span, or wondering how Gen Alpha’s sensory needs will reshape product design, this report answers critical questions for brands targeting Asia-Pacific’s youth:

  • Navigating Adulthood: Southeast Asia’s Gen Z: explores Gen Z’s pursuit of community, self-actualization, and control in Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.
  • Gen Z Beauty Consumers in Thailand: focuses on Thai Gen Z’s beauty habits, ethical demands, and digital-first preferences.
  • Building Nutrition Solutions for Gen Alpha: addresses sensory sensitivities, neurodevelopment, and playful engagement strategies for Gen Alpha (born 2010-2025).

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