Zooners - BusinessWorld Online

Known colloquially as “Zooners,” this market segment is aged 12 to 25 today. They comprise approximately 32% of the Philippine population and represent 300 million consumers, ASEAN-wide.

But all these were nothing to the consequences of COVID-19. The pandemic consigned Generation Z to two years of home confinement, unable to learn or socialize in the traditional manner. Zooners who just entered the workforce face a tight job market as companies downsize due to the contagion. They have a strong belief in social causes and are generally more welcoming of new ideas. This is the generation that normalized the LGBTQIA+ lifestyle and the many permutations that exist under the “rainbow.” They are also the generation that quashed the misnomers of mental illness. Zooners have taken a strong stance against global warming since they are the most vulnerable to it.

While Zooners are price conscious, they are not price centric. They have a preference for brands or products that show a balance of value, quality, and ethical practices. Experts from KMPG Consulting suggest broad guidelines when targeting the Zooner market. Products must be gender and size inclusive and must be sustainably manufactured. Services must be personalized, whenever possible, and frictionless to the extreme, using technology as an enabler. Experiences must be extraordinary and delivered as advertised.

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