Supported by Energy Foundation China, the Center for Climate Communication and Risk Governance of Tsinghua University released the report “Engaging China's Generation Z: Research on Life Values and Climate Communication” in May 2024.

The report focuses on Generation Z in China, providing an in-depth analysis of this group's climate mission, life values, climate cognition, and action potentials. It meticulously examines the internal characteristics and differentiation of this group, offering comprehensive insights and targeted strategies for climate communication aimed at Generation Z.

The report also includes a sub-report titled “Six Segments in China's Generation Z: Value-based Segments and Climate Narratives,” which categorizes China's Generation Z into six groups: Backbone Traditionalists, Disengaged Individualists, Passionate Strivers, Easygoing Leisurists, Moderate Pragmatists, and Philosophical Observers. This categorization offers a more detailed depiction of the life values of Generation Z, helping China’s climate communications practice become more segmented, strategic, and scientific.