Recently, rising prices of food and utilities, along with "stealth price increases," have significantly increased household financial burdens. As a result, there is growing attention on how price hikes are impacting household finances.
Building on our previous study, this time we focus on "Generation Z male university students" and conduct an interview to explore their latest living situations, lifestyles, and values.
In the interviews, we explore insights from young people by examining what they prioritize for saving money, when they most feel the impact of price increases, and the realities of student life.
How exactly are price fluctuations affecting the lives of today's young people?
We hope this will be helpful as a source of various strategic ideas for planners and developers struggling with sales due to price hikes, as well as for a wide range of companies facing challenges in branding and development targeting Gen Z.