New Consumption Trends of Generation Z: Topping Economy and Harmless Power Life
Today’s consumer market is increasingly influenced by Generation Z, who exhibit distinct consumption patterns compared to previous generations. Specifically, Gen Z has pioneered new consumption trends known as the ‘Topping Economy’ and ‘Harmless Power.’ This article delves into these two concepts and explores the customization and comfort-focused lifestyle products favored by Gen Z.
1. What is the Topping Economy?
The Topping Economy is a term derived from the concept of a ‘base product + user-customized toppings.’ It reflects Gen Z’s preference for customizing products to express their individuality.
Examples of the Topping Economy:
- Coffee brands like Starbucks: Offering customization options such as extra shots or syrup choices to create a personalized coffee experience.
- Nike Custom Shoes (Nike By You): Allowing customers to mix and match colors and designs to create their own sneakers.
- McDonald’s My Signature Menu: Enabling customers to add their preferred ingredients to create a personalized burger.
- Smartphone accessories like stickers and keychains: Popular among Gen Z for personalizing phone cases with unique designs.
Gen Z is not just consuming products; they actively participate in shaping them to reflect their identity. Brands are adapting by integrating customization features into their offerings.
2. The Harmless Power Trend: No More Struggles
The term ‘Harmless Power’ resembles lethargy but carries a positive meaning—it signifies a lifestyle of quietly enjoying one’s own life without harming or competing with others. This concept is rapidly spreading among Gen Z.
Characteristics of the Harmless Power Trend
- Minimalism and simple living: Reducing unnecessary consumption and purchasing only what is truly needed.
- Prioritizing comfort in fashion: Preferring natural and comfortable outfits, such as oversized hoodies, jogger pants, and Crocs.
- Small, personalized indulgences: Finding joy in simple pleasures rather than extravagant spending (e.g., healing goods, scented candles, small indoor plants).
- Digital detox and personal time: Reducing social media use and engaging in offline hobbies such as reading, painting, or baking.
This lifestyle trend reduces stress and maximizes autonomy. In response, brands are launching products that strip away unnecessary functions and emphasize simplicity.
3. Customizable Products That Excite Gen Z
1) Personalized Cosmetics & Skincare
Recently, Gen Z has shown a strong preference for skincare products tailored to their skin type. Examples include Innisfree’s ‘My Real Squeeze Mask’ and Amorepacific’s custom foundation service.
2) Customized Fashion & Footwear
DIY sneaker customization services from Converse and Nike are gaining popularity among Gen Z. Additionally, brands are offering customizable snapbacks, bags, and T-shirts.
3) Personalized Beverages and Food
Many cafes now offer personalized ordering systems. At Starbucks, for instance, creating unique coffee recipes has become a trend. Brands like Subway also align with the customization culture, gaining strong support from Gen Z.
4. Products and Brands Emphasizing Comfort
The preference for comfort-driven consumption is evident in fashion, lifestyle, and home appliances.
1) Fashion: Stylish Yet Comfortable Brands
- Crocs: A leading example of merging style with comfort.
- New Balance: Known for ultra-comfortable walking shoes, gaining popularity alongside the retro trend.
- UNIQLO & Musinsa Standard: Popular for offering simple yet comfortable everyday wear.
2) Lifestyle: Products for Relaxation at Home
- Minimalist furniture & healing goods from MUJI
- Air purifiers, aroma diffusers, and other relaxation appliances
- Loungewear & home café items
Gen Z believes that ‘comfort equals style’ and prefers simple yet functional products.
5. The Implications of Gen Z’s Consumption Trends
Gen Z expresses individuality in consumption (Topping Economy), seeks greater comfort (Harmless Power), and eliminates unnecessary aspects of life. These changes offer important insights for businesses.
Key Points for Businesses to Consider
- Enhance customization features: Provide options for consumers to modify and personalize products freely.
- Simple yet premium design: Remove unnecessary functions while maintaining an intuitive and elegant design.
- Focus on comfort: Invest in comfortable clothing and relaxation products for home use.
- Encourage consumer engagement through social media: Leverage hashtag challenges and review campaigns to actively involve Gen Z consumers.
Gen Z is redefining traditional consumption patterns by embracing individuality (Topping Economy) and prioritizing a relaxed lifestyle (Harmless Power). Businesses must align their products and services with these evolving preferences and foster meaningful interactions with Gen Z.
As Gen Z’s trends continue to diversify and evolve, companies that adapt effectively will thrive alongside this influential generation.