Cryptic lives of Malaysia’s Gen Z decoded

Arindam Chatterjee(pic), regional planning director at Ogilvy Malaysia highlighted the crucial need to understand the behaviours of Gen Z and the way they interact with brands.

KUALA LUMPUR: Ogilvy has partnered with Ipsos to understand ‘The Not So Secret Lives of Malaysian Gen Z’ through a new study. This is the third part in a series of thought leadership piece, by Ogilvy, following The Secret Lives of Malaysian Millennials (2017) and The Secret Lives of Malaysian Millennial Moms (2018).

Born between 1995 to 2009, Gen Z make up 26% of Malaysians. At 99% smartphone penetration, Gen Z are considered Malaysia’s true digital natives, having not known life without the Internet and digital technologies.