Leading 'Meaning Out'... 79% of MZ Generation Say "I Am a Value Consumer"

Growth Management App Grow 'Value Consumption' Survey
Actively Expressing Values and Social Beliefs in Consumer Life
78.2% of Respondents "Engage Directly in Environmental Protection Activities"

On the 29th, the growth management app Grow announced the results of a survey on 'value consumption' conducted with 928 MZ generation participants. Photo by Grow

[Asia Economy Reporter Kim Heeyoon] Eight out of ten MZ generation members are 'value consumers,' and the area of corporate ESG activities that attracts the most interest is 'Environment.'

On the 29th, the growth management app Grow announced the results of a survey on 'value consumption' conducted with 928 MZ generation participants.

'Value consumption' is a consumption pattern where consumers boldly invest in products that align with their beliefs and values, spreading mainly among the MZ generation. It is also called 'Meaning Out' because it actively expresses values and social beliefs.

When asked, "Are you a value consumer?" 79% of respondents answered "Yes." Additionally, the interest in 'value consumption' (on a 5-point scale) averaged 3.8 points. The distribution was '4 points' (41.8%), '3 points' (25.9%), '5 points' (23.7%), '2 points' (6.5%), and '1 point' (2.2%).

Regarding questions related to corporate ESG activities, "ESG influences product/brand choice" (on a 5-point scale) scored an average of 3.5 points. The distribution was '4 points' (36.2%), '3 points' (29.7%), '5 points' (16.8%), '2 points' (12.9%), and '1 point' (4.3%).

Furthermore, the area of ESG activities that attracted the highest interest was 'Environment' (64.7%), followed by 'Social' (29.3%) and 'Governance' (6.0%), with more than half choosing the environment.

In addition, 78.2% of respondents said they are actively engaged in environmental protection activities. Among the recently spotlighted eco-friendly activities practiced (multiple responses allowed) were 'Recycling' (40.7%), 'Plastic Free' (36.1%), 'Zero Waste' (29.4%), 'Upcycling' (15.7%), 'Vegan' (14.6%), and 'Plogging' (12.7%). Among them, 45% of respondents practiced two or more activities, demonstrating active participation in eco-friendly efforts.

A Grow official stated, "The high interest of the MZ generation in the environment can be easily seen in the Grow app," adding, "Many users set and practice various goals related to environmental protection, such as reducing delivery food, using tumblers, thorough recycling, unplugging unused plugs, and riding public bicycles."

This content was produced with the assistance of AI translation services.