Emotion, Scarcity, and Self-Expression:

Gen Z's Consumer Behavior and Marketing Insights from the Perspective of Jellycat and Labubu

Abstract

Generation Z (Gen Z), born roughly between 1995 and 2010, has emerged as a
dominant force in the global consumer market, reshaping traditional consumption patterns with their unique values and preferences. This study focuses on two representative brands, Jellycat, a British plush toy brand, and Labubu, a Chinese trendy toy IP under POP MART, to explore Gen Z's consumer behavior through the three core dimensions of emotion, scarcity, and self-expression. By analyzing the brand characteristics, market performance, and Gen Z-oriented strategies of Jellycat and Labubu, this research identifies the key drivers behind Gen Z's consumption decisions: emotional resonance with products, pursuit of exclusive and scarce items, and use of consumption as a means of self-identity expression. Furthermore, the study derives practical marketing and business implications for new enterprises aiming to target Gen Z, including prioritizing emotion-driven branding, using scarcity strategically, leveraging social media for community building, and tapping into the "soft economy" trend. Through a combination of case analysis, data collection, and theoretical synthesis, this research provides a comprehensive understanding of Gen Z's consumer behavior, offering valuable guidance for businesses to adapt to the evolving market and establish effective connections with this demographic.