#Japan #Tokyo #Generation Z #ING #Third Strategy

The New White Paper on Generation Z: Understanding the Core of New Stability

In an era where the Generation Z demographic is evolving from merely being labeled as "youth" to taking center stage in societal matters, a revolutionary research report has emerged. This report, titled "The Final Generation Z White Paper: New Stability," was collaboratively developed by ING Co., Ltd. and The Third Strategy Inc., shedding light on the unique behavioral principles and perspectives that shape this generation’s engagement with the world.

A New Perspective on Generation Z

Generation Z, born approximately between the mid-1990s and early 2010s, has experienced a distinct upbringing influenced by rapid technological advancements and shifting societal norms. As they increasingly embody the role of core societal participants, understanding their attitudes and values is crucial for brands and organizations aiming to connect with them effectively.

The white paper moves beyond traditional learning about Gen Z, aiming instead to equip readers with the insights necessary to see the world through their eyes. It offers a rich, entertaining exploration of the generation's stances on various societal issues, allowing marketers, business leaders, and human resource professionals to engage with their viewpoints more meaningfully.

Collaborative Efforts Behind the Report

Produced with the support of Canva Japan and in collaboration with companies such as TORIHADA and Rainbow and Full Moon Co., Ltd., this white paper stands out as the definitive resource for understanding Generation Z. The INGteens community also played a vital role in collecting valuable insights, ensuring that the report reflects authentic Generation Z perspectives.

The report is particularly useful for those:

• - Deliberating on brand strategies and product development aimed at Generation Z
• - Planning marketing activities for the next decade, not just targeting youth
• - In management or HR roles seeking to grasp the core values that resonate with Gen Z

Report Overview

• - Title: The Final Generation Z White Paper: New Stability
• - Release Date: July 15, 2025
• - Produced by: The Third Strategy Inc.
• - Sponsored by: Canva Japan
• - Collaborators: TORIHADA, Rainbow and Full Moon Co., Ltd., and ING Co., Ltd.
• - Format: PDF for media and business distribution
• - Special Page: The Third Strategy's Website

About The Third Strategy Inc.

Founded in 2023 and based in Shibuya, Tokyo, The Third Strategy Inc. focuses on brand strategy and marketing support tailored for the next generation of consumers. Their work spans extensive research, content planning, and various creative projects.

Shibuya Trend Research: A Long-standing Tradition

Since 1995, Shibuya Trend Research has conducted monthly face-to-face surveys with high school girls in Shibuya. Expanding their research area to Tokyo, Nagoya, and Osaka, they have been providing invaluable insights to media and companies for over three decades. They continuously monitor trends among teenagers, ensuring that businesses stay informed about the latest developments in youth culture.

ING Co., Ltd. Overview

ING Co., Ltd. specializes in marketing research, content production, casting, and promotion, aiming to bridge the gap between the young generation and businesses. Founded in 1990, the company has evolved to leverage the creative and communicative power of Generation Z.

• - Headquarters: Shibuya, Tokyo
• - Website: ING Official Page

Conclusion

The final white paper on Generation Z marks a critical resource for any entity looking to engage with this dynamic group. Whether you are brainstorming new product ideas or reevaluating your marketing strategies, understanding the distinct mindset of Generation Z is more important than ever. This document is not just a study; it’s an invitation to learn and connect with the future's leaders.