MZ Generation Armed with Selfishness? ... Sincere About 'Social Values'

Prioritizing Individualism... Criticism of the 'Selfish MZ Generation'
But High Interest in 'Sustainable Living' for the Future
Greater Environmental and Life Sensitivity Compared to Other Generations

The number of MZ generation consumers who endure inconveniences or engage in value consumption to realize social values is increasing. The photo is not related to the specific content of the article. [Image source=Yonhap News]

[Asia Economy Reporter Yoon Seul-gi] #. A in their 20s, an office worker, always carries a portable shopping bag and a tumbler in their bag. It is a 'small practice' to reduce waste in daily life. A said, "After shopping after work, I saw black plastic bags piled up like a mountain, so I started carrying a shopping bag," adding, "It is palm-sized and almost weightless, so it is not a burden."

They continued, "I have been carrying a tumbler for even longer," saying, "At work, I usually buy coffee, but sometimes when I leave work, I see 2 to 3 disposable cups piled up. I felt guilty." A said, "There are talks that tumblers are actually bad for the environment, but I am not using one I bought on purpose; I am using one that was at home," adding, "Anyway, since I can see the waste in front of me decreasing, using a tumbler has become essential."

Generally, the MZ generation (Millennials + Generation Z) is known to pursue rational and practical products or values. Because of this, some say that by emphasizing work-life balance (Wolrabal) too much, conflicts with workplace superiors sometimes arise. Since they have strong subjectivity and individuality, their tastes, preferences, lifestyles, and consumption patterns are clearly revealed.

For example, they project their values such as 'good consumption' that considers the environment onto their consumption, gaining satisfaction. This is why the phrase "sincere value consumption" comes up in the seemingly selfish behaviors of the MZ generation.

According to the Bank of Korea's March publication 'Status and Characteristics of the MZ Generation,' they show different consumption tendencies compared to previous generations, emphasizing personal tastes and preferences more.

They are digital natives skilled in using digital devices, with higher rates and durations of social networking service (SNS) usage than Baby Boomers and Generation X, making them accustomed to actively expressing their tastes. They are sensitive to new technologies and political, economic, and cultural changes, and because they are greatly influenced by changes, their brand loyalty is relatively low.

On the morning of June 5, World Environment Day, citizens participating in the 'Jumpping with Admiration' event are picking up trash at Dalbit Square in Banpo Hangang Park, Seocho-gu, Seoul. The photo is not related to the specific content of the article. [Image source=Yonhap News]

There have been evaluations that the MZ generation is individualistic because they excessively emphasize rationality or focus only on their own benefits. In companies where all generations mix, the MZ generation's tendency to prioritize individual satisfaction over the organization stands out, leading to negative views of selfishness.

However, contrary to the prejudice that they are selfish, the dominant analysis is that their environmental and life sensitivity for sustainable human life is higher than other generations. Especially through SNS and other means, their exposure to environmental issues has widened, and many are practicing environmental protection.

Various statistics also confirm the tendencies of the MZ generation. In April, Alba Heaven conducted an environmental protection survey on 2,154 MZ generation members to commemorate 'Earth Day,' finding that 84.1% are interested in environmental issues, and 70% already practice environmental protection in daily life.

They also value 'gashimbi' (psychological satisfaction relative to price), showing a high preference for companies practicing ethical management even if products are expensive. According to a survey by the Korea Chamber of Commerce and Industry of 380 MZ generation members on 'ESG management and the role of companies as seen by the MZ generation,' 6 out of 10 said they are willing to purchase products from good companies practicing ESG (environment, society, governance) even if they are more expensive.

Yoon, a 30-something office worker, said, "I buy free-range organic eggs even if they are expensive," adding, "They cost about 15,000 won for 20 eggs, and while health is a reason, I buy them because at least the chickens probably are not raised in unethical environments." Yoon said, "When buying cosmetics or clothes, I also prefer eco-friendly products and tend to reach for recycled products first," adding, "I don't really know if they are truly eco-friendly, but I think they are better than those that are not."

As the consumption characteristics unique to the MZ generation become clear and they emerge as a main consumer group, the distribution industry is releasing products considering their tastes. Targeting 'meaning out,' which embeds values or beliefs in consumption activities, they are following the MZ generation's consumption trends by launching eco-friendly products or products free from ethical issues such as animal cruelty.

An industry insider explained, "Recently, considering the tastes of young people pursuing value consumption, we are paying attention not only to marketing but also to the product manufacturing stage," adding, "(The MZ generation) is not simply paying money but is thinking about the social impact of their consumption, so the industry is focusing on these consumption trends."

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