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2025년 MZ세대 소비 트렌드 분석

General Report June 14, 2025
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TABLE OF CONTENTS

  1. Executive Summary
  2. Introduction
  3. 디지털 환경과 온라인 소비 확대
  4. 가치 중심 소비와 사회적 참여
  5. 세대 내 세분화와 지역 특성
  6. 라이프스타일과 자기 관리 트렌드
  7. 포스트 팬데믹 홈코노미와 전통 소비
  8. Conclusion

1. Executive Summary

  • The report titled '2025년 MZ세대 소비 트렌드 분석' explores key characteristics of the consumer behavior of the MZ generation (comprising Millennials and Generation Z) amid the rapid digital transformation and values-driven market landscape. Notably, 52% of the MZ generation prioritize brands sharing their values, significantly influencing purchasing decisions that lean towards ethical consumption. As a result, brands must adapt their marketing strategies to align with these emergent consumer values, focusing on authenticity and social responsibility.

  • Key findings indicate an ongoing evolution characterized by a dramatic increase in online purchasing, a shift towards holistic self-care practices, and the necessity of engaging local demographics through tailored marketing strategies. These insights provide strategic implications which point toward a nuanced response to consumer preferences, as companies must now navigate the complexities of digital engagement and societal expectations to sustain market relevance and expand their consumer base.

2. Introduction

  • In an era marked by unprecedented digital evolution and changing consumer priorities, understanding the MZ generation's (Millennials and Generation Z) consumption trends is critically important for businesses. With the rise of remote living and global social movements, these generations are not merely reshaping markets but are also redefining the very concept of consumption itself. How can brands effectively engage with the MZ generation, and what strategies can they employ to remain competitive in this rapidly shifting landscape?

  • The 2025년 MZ세대 소비 트렌드 분석 report delves into the multifaceted nature of this generation’s buying habits, highlighting significant shifts since the onset of the COVID-19 pandemic. As digital natives, the MZ generation engages with brands through a more interactive and participatory lens than ever before. Their preferences are shaped not just by price but by the ethical practices and values that brands embody.

  • This report will not only explore the key aspects of online consumption growth, value-centered purchasing, and socio-economic segmentation within the MZ generation, but will also provide strategic insights for brands to leverage in order to align with these vital consumer expectations. As we navigate through sections examining lifestyle changes, community participation, and the implications of the post-pandemic 'hom-economy', readers will uncover critical insights necessary for effectively targeting this influential demographic.

3. 디지털 환경과 온라인 소비 확대

  • 팬데믹 이후, 세상의 소비 방식은 완전히 재편성되었으며, 앞으로의 경제 환경에서 디지털 소비는 식별할 수 없을 만큼 중요한 요소로 자리잡았다. 전 세계적으로 개인들은 '비대면'이라는 새로운 생활 방식을 받아들이면서 온라인 플랫폼에서의 구매를 '편리함'을 넘어 '필수'로 인식하기 시작했다. 특히 밀레니얼 세대와 Z세대(MZ세대)의 소비 패턴 변화는 단순한 트렌드를 넘어서 새로운 경제적 패러다임을 만들어 가고 있다. 과거 10년간의 기술 발전과 결합된 이러한 변화는 우리가 일상에서 어떻게 제품을 발견하고 구매하는지의 방식을 근본적으로 바꾸고 있으며, 이는 기업들이 어떻게 그들의 전략을 재편성해야 하는지를 시사한다.

  • 소비가 더 이상 단순한 거래가 아닌, 개인의 경험과 연결된 활동으로 변모함에 따라, 온라인 환경에서의 소비 확대가 가져온 결과를 오랫동안 고민해볼 필요가 있다. 특히, 디지털 네이티브라고 불리는 MZ세대는 그들의 소비 경험을 소셜 미디어를 통해 직접 생성하고, 친구 및 가족과 공유하여 지속적인 소비 욕구를 자극한다. 이를 통해 기업은 단순히 제품을 판매하는 것을 넘어서 소비자와의 상호작용을 통해 제품의 가치를 재구성하는 과정에 직면해 있다.

4. 가치 중심 소비와 사회적 참여

  • In a world increasingly defined by ethical considerations, the rise of value-centered consumption is not just a trend; it signifies a profound shift in consumer behavior that reverberates across industries. Today’s consumers, particularly within the MZ generation, have shown a compelling preference for brands that reflect their own values—environmental stewardship, social justice, and authenticity. This focus is transforming how companies approach their marketing strategies, compelling them to align their offerings with the deeply held beliefs of their audiences.

  • The MZ generation—comprising millennials and Gen Z—is not merely defined by their digital savviness but also by their strong commitment to social causes. Their purchasing decisions are increasingly influenced by factors such as a brand’s social responsibility, sustainability practices, and overall contribution to societal good. This evolution in consumer expectations necessitates a paradigm shift for businesses—shifting from profit-centric motives to a balance of purpose-driven pursuits.

  • 4-1. Value-Centric Consumption Trends

  • Modern consumers gravitate towards brands that embody social responsibility. Terms like 'meaningful consumption' and 'conscious consumerism' have gained traction, guiding individuals towards evaluating products not only on price but also on the ethical implications of their production and distribution. For instance, a notable study indicates that approximately 52% of the MZ generation favors brands which share their values, particularly in areas like environmental conservation and social equity. This reflects a broader trend where value affirmation takes precedence over mere availability or price competitiveness.

  • Brands such as Patagonia have emerged as paragons of this movement, advocating for sustainable practices through initiatives like the ReCrafted Collection, which repurposes old garments into new products. By committing to sustainability in a tangible way, Patagonia not only attracts eco-conscious consumers but fosters a deeper loyalty among customers who view their purchases as aligned with their ethical standings. This illustrates a critical aspect of value-centered consumption: when a brand authentically embodies the consumers’ values, it cultivates a community of advocates who are more likely to champion the brand across social channels.

  • 4-2. The Role of Social Participation

  • The engagement of the MZ generation extends well beyond purchasing habits, as they actively participate in social movements via digital platforms. Social media serves as a vehicle for activism, where consumers share their viewpoints through hashtags and campaigns. For example, during recent social movements, Z-generation individuals were observed to engage more in digital activism compared to other demographics—72.7% of Z-gen reported participation in various social advocacy forms. This trend indicates a critical shift towards valuing participation in social discourse as an extension of one’s personal identity.

  • Platforms like Instagram, TikTok, and Twitter amplify this behavior, allowing for rapid dissemination of information and mobilization of support for causes. Accordingly, brands looking to resonate with MZ consumers must not only echo these values but also engage in dialogues that actively support social topics that matter to their audience. This participation can be crucial; as reported, brands that remain silent on significant social issues may be viewed unfavorably by MZ consumers, leading to potential loss of market share.

  • 4-3. Strategic Marketing Implications

  • Understanding these consumption patterns offers valuable insights for strategic marketing initiatives. Brands must adapt by developing campaigns that not only promote their products but also authentically communicate their commitments to social and environmental causes. Engaging storytelling that highlights a brand's journey toward sustainability can create an emotional connection with consumers, thereby fostering a sense of shared mission.

  • Moreover, companies can leverage this shift by utilizing co-creation platforms, where consumers can contribute to product design or service development, further solidifying their sense of ownership and involvement in brand narratives. For example, the collaboration between brands and non-profits for cause marketing has showcased successful outcomes—when brands align their initiatives with meaningful societal issues, they not only enhance brand loyalty but generate positive consumer sentiment towards their products.

5. 세대 내 세분화와 지역 특성

  • As we delve into the nuanced landscapes of consumer behavior among the MZ generation—comprised of Millennials (1980–1994) and Generation Z (1995–2010)—it becomes clear that understanding distinct sub-segments within these demographics is critical for devising effective marketing strategies. The evolution from a singular ‘MZ generation’ label to a more complex understanding reflects not only changing consumer preferences but also the rapid emergence of the Z+Alpha generation, which is now becoming the primary force in the marketplace.

  • Today, we are witnessing a significant shift exemplified by the rise of the Z+Alpha generation, characterized by their digital nativity and unique spending habits. This transition heralds an era where individualized consumer preferences inform purchasing behaviors. For businesses, this distinction emphasizes the need to tailor strategies according to the specific characteristics and regional differences prevalent within these generational sub-segments.

  • 5-1. The Distinction Among Generational Sub-segments

  • The most obvious differentiation within the MZ generation is between the Millennials and the younger Generation Z. Millennials, often associated with the 'YOLO' (You Only Live Once) philosophy, tend to prioritize experiences and self-fulfillment in their consumption habits. In contrast, Generation Z showcases a heightened consciousness regarding value-driven purchasing and environmental sustainability. This divergence calls for brands to adapt their strategies accordingly; Millennials might respond better to experiential marketing, while Generation Z seeks brands that align with their values.

  • Moreover, as reported in recent surveys, more than 32% of the Korean population falls under the MZ generation, with a significant 50% residing in metropolitan areas. This demographic dominance in urban centers presents both opportunities and challenges for marketers, who must consider the higher levels of disposable income alongside increased competition and saturation of products in these regions.

  • The emergence of the Z+Alpha generation—those born post-2010—adds another layer of complexity. This cohort, fully immersed in a digital world from birth, demonstrates a clear preference for interactive and immersive experiences. They not only consume content but actively produce and share it, making them both consumers and co-creators in the marketplace. Examples of brands succeeding in engaging this demographic include those that leverage social media platforms and digital ecosystems to foster a sense of community and belonging, effectively translating their insights into actionable marketing strategies.

  • 5-2. Regional Characteristics and Their Impact on Consumption Patterns

  • Understanding the regional disparities in consumer behavior is equally essential. The MZ generation exhibits distinct consumption patterns based on geographic location, revealing a clear divide between urban and rural consumers. Urban areas, particularly the capital region, are often hubs for trend-setting and higher purchasing power, where consumers are more likely to engage with new technology and fashion with greater frequency.

  • In contrast, rural areas may prioritize practicality and cost-effectiveness over trendy consumption. The statistical data reflecting that over 54% of Millennials and 50% of Generation Z live in metropolitan areas indicates that brands focusing on high-tech, high-touch experiences align more effectively with urban consumer preferences. In this urban-centric landscape, experiential and luxury brands often thrive, further emphasizing the need for targeted marketing approaches that reflect these regional characteristics.

  • Moreover, the pandemic has reshaped consumption realities across various regions. According to the reports, an increase in online shopping was observed universally, but patterns differed between the affluent urban centers and more modest rural markets, where traditional retail may still dominate. Marketers are thus tasked with analyzing these discrepancies to customize their outreach—ensuring that products and messages resonate culturally and contextually with diverse consumer bases. Whether it's the global trend favoring online platforms or a localized approach responding to traditional values, brands must be adept at navigating these regional complexities.

6. 라이프스타일과 자기 관리 트렌드

  • As we advance into 2025, a profound shift in attitudes towards personal lifestyle and self-care is reshaping consumer behaviors, particularly within the MZ generation. This generation, characterized by its embrace of wellness and self-optimizing practices, is driving a transformation in how products related to health and aesthetics are marketed and consumed. The concepts of '오하운' (daily exercise) and '미라클모닝' (miracle morning routines) have not only inspired personal practices but have also become cultural phenomena that define daily engagements and relationships.

  • The MZ generation's interest in self-care transcends mere aesthetic pursuits; it embodies a holistic approach to well-being that intertwines physical health, mental wellness, and social identity. This trend reflects a broader societal shift where self-improvement is viewed not just as a personal value but as a community-driven endeavor that fosters relationships and shared experiences. Understanding these emerging trends provides critical insights for businesses aiming to connect with this influential consumer base.

7. 포스트 팬데믹 홈코노미와 전통 소비

  • The COVID-19 pandemic has irrevocably reshaped the landscape of consumer habits, ushering in an era where convenience, comfort, and familiarity have taken precedence. The concept of home-centered living, commonly referred to as the 'hom-economy', has found a firm footing in daily routines as people navigate their lives from within their residences. Whether it is the convenience of online shopping for essentials, or the rise of 'home-drinking' culture, consumer behaviors have adapted in ways that redefine the traditional paradigms of purchasing and leisure.

  • Recent studies affirm that as lockdowns forced individuals to retreat into their homes, there was a marked shift towards virtual interactions and consuming goods and services that support this new lifestyle. As we delve deeper into the implications of this transformation, it becomes essential to understand how these changes facilitate the intersection of modern consumer trends with traditional products, particularly in the realm of alcohol, where traditional spirits have seen an unusual resurgence.

8. Conclusion

  • In conclusion, the transformative analysis of the MZ generation's consumption trends reveals profound implications for businesses as they seek to understand and engage with modern consumers. Key findings indicate that the MZ generation’s alignment with values such as sustainability and social responsibility is not a mere passing trend, but rather an enduring shift that necessitates reimagining traditional marketing and operational strategies. The imperative for brands to authentically reflect consumer values has never been stronger.

  • As we move forward, companies must not only adapt their marketing narratives to resonate with the MZ generation but also commit to genuine social engagement that fosters lasting loyalty and community support. Future considerations for research and strategy development should include further exploration of regional consumption disparities and emerging technologies that enhance consumer interaction—emphasizing personalization and immersive experiences as core to effective engagement.

  • Ultimately, brands that embrace these changes and develop a cohesive strategy connecting digital transformation with value-driven marketing will position themselves favorably in a continuously evolving marketplace, ensuring relevance and growth amid the challenges and opportunities that lie ahead.

Glossary

  • MZ Generation: Refers to the cohort of consumers comprising Millennials (born 1980–1994) and Generation Z (born 1995–2010), noted for their distinct consumption habits shaped by digital technology and social values.
  • Value-Centered Consumption: A consumer trend where purchasing decisions are heavily influenced by a brand's alignment with personal values, such as sustainability and social responsibility, rather than solely on price.
  • Digital Natives: Individuals who have grown up in the age of digital technology and the internet, often characterized by their comfort and proficiency in using digital devices and platforms for communication and commerce.
  • Holistic Self-Care: An approach to wellness that encompasses not only physical health but also mental, social, and emotional well-being, reflecting a lifestyle choice prevalent among the MZ generation.
  • Home Economy ('Hom-economy'): A term describing the growing trend of consumption centered around home-based activities and lifestyle changes, particularly accelerated by the COVID-19 pandemic.
  • Authenticity in Branding: The principle that brands should genuinely reflect their ethical values and commitments to resonate with consumers, particularly those of the MZ generation who prefer brands that are transparent and socially responsible.
  • Social Justice: The concept of fair treatment and equal rights for all individuals in society, with a growing emphasis on brands demonstrating commitment to these principles as a factor in consumer decision-making.
  • Conscious Consumerism: A buying philosophy where consumers make purchasing decisions based on the ethical implications of products, including environmental sustainability and social impact.
  • Experiential Marketing: A marketing strategy that focuses on creating memorable and engaging experiences for consumers, thereby fostering emotional connections and brand loyalty.
  • Z+Alpha Generation: A demographic group comprising consumers born post-2010, characterized by their engagement with digital technologies and distinct consumption patterns that differ from Millennials and Gen Z.
  • Social Participation: The active involvement of individuals, particularly from the MZ generation, in social movements and causes, often facilitated by digital platforms that enable widespread communication and activism.

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