Culture Tensions & resolutions of Chinese Young Generation Post 80’sA bit of social context that explains their pressures & their resolutions… When the harsh reality puts the dreams they used to dream in vain80s and 90s were brought up in the era of opportunities… optimism towards future was booming!
Source: Ogilvy Discovery 2013Parents told them if they work hard, they’ll be the middle class!
54.8% of post 80s China’s young consumers are migrants.
They left their hometown and beloved ones to work and study in other cities, seeking for better opportunities in career and in life.
To pursue for a middle class life in a stranger city, their life priorities are rearranged, career & studies take over things they are passionate about.Source: Building deeper connection with China youth by China YouthologyBut in recent years, many of them feel frustrated.
They encounter the bitter reality of unachievable dreams.Inflation makes everything
inaccessible!
Incremental rate in property price goes way beyond income raise.
The middle class dream of owning “5 zi” is drifting away.
(Fang zi – house, Che zi – car, Wei zi – status, Qi zi – wife, Er zi – son)
Realizing that the opportunities
are dependent on “relationship”,
(whether parents have great
connections to someone important)
Breaking away from the predicament…
instead of pursuing for the stereotyped “successful life”, obeying to parents’ and social expectations…Source: China youth trends and business implications by China Youthology…they have developed resolutions to resolve the tensionPhenomenon observed among the Post 80sGap year / Naked resignation
(quit a job for a long break / quit job without a plan for what’s next)
Start up their own business
(often based on their personal interest rather than commercial consideration)
High divorce rate, quick divorce
Pick up personal interest again
Actively participate in community workResolution #1 Develop a culture of appreciating the substance from within rather than flaunting the shallow materialistic achievements.From appreciation of price tag & labels to appreciation of experience, craftsmanship & philosophy behindRevisit the beauty of Chinese aesthetics & beliefsPreviously, they focus mainly on chasing after improvement in quality of life, the western modernization, the fashionables…They are fond of refreshing Chinese philosophy
& beliefs for the modern life, making old Chinese cool again!they are now deepening their understanding of Chinese culture – the tradition, belief, ritual & the deeper meaning behind.Resolution #2 Adore & idolize ordinary people (common people who go extra mile & become extraordinarily great at a certain skill / knowledge)Ordinary people are capable of accomplish extraordinary achievementInternet world allows them to glorify the silent heroes.
The emergence of Grass-root Da Ren & Da Shen reaffirms that with persistency, one day they can still be someone.New idols of this generation
1. Grass-root Da Ren
(very famouse grass-root opinion leader)
2. Da Shen
(an everyday Joe who is extraordinary at a certain area)Resolution #3 Call for genuineness – “listen to my genuine desire” More and more voices are encouraging them to
listen to their genuine desires…Source: Ogilvy Discovery 2013They come to realize, “listening to my real needs at heart” is what really brings contentmentSource: Big Idea Exploration Study, Youthology Sep 2013“After a period of time I would realize new things may not be what I want, and instead I find the previous self to be more real”Diversify lifestyles emerge in this generation. Very individualized driven by their own passion points.
They spend more time on immersive consumption of what they truly fond of.They make more and more “individualized”
life decisions (parents are often caught by surprise!)Quit jobs without any hesitation Quick divorceBusiness start upDevotion to public welfareRe-pick up their interestSource: Youthology study 201319The motive here is not about standing out from the crowd, it’s about “Know what is truly needed, give up the unnecessary”To give up what I don’t need but keep the things that really matter to me
To dig out what I want the most from the bottom of my heart so as to pursue the true happiness in lifeSource: Big Idea Exploration Study, Youthology Sep 2013Resolution #4 Celebrate “realness in life is a precious delight” Over materialistic & distrusted societyPursuit of material enjoyment has penetrated into the life of everyone & become the mainstream value.An over materialistic world which is very much about face value, cover up, or even faking…Faking penetrates & creates a distrusted society…Distrust overspreads among Chinese people.Genuine = Take away the sugar-coat, get to the essence, and this brings real contentmentThe world is full of fakeness, so they are wary to trust claims.
Seen a lot of hypocrisy and superficial things, and they lost themselves in this world.
“Genuine”is precious, it means
A return to the essence of things.
An unadorned expression of being human, the one who they can truly trust & empathize with. Source: Big Idea Exploration Study, Youthology Sep 2013The people they appreciate...
“Keep Real” – stay away from pretentiousness e.g. sister holdSource: Big Idea Exploration Study, Youthology Sep 2013The brands they admire...
It is a sophistication to get to what really matters e.g. benlai life (get back to the origin)Celebrate realness in lifeA new aspirational lifestyle emerges: “Su” Leave the fancy stuffs behind, appreciate the beauty of the essentials 新的“素”生活文化 - 让生活返本归真Source: Desktop research, Ogilvy Discovery 2013When it comes to skin, a new voice advocating the beauty of “Su-yan” Su-yan = Face without make up. It is an aspirational description nowadays in beauty category i.e. the skin is genuinely beautiful that one dares to face others even without make up. Source: Desktop research, Ogilvy Discovery 2013“Su-yan” is an attitude towards life, a state of mind, a sense of freedom & unrestrained elegancePop songs written about
“Su-yan” - Su-yan is a
reveal of the truly
beautiful you
“素颜是一种心态，
一种心情，一种随心
所欲的潇洒。”Resolution #5 Reinforcing the closest links (refocus on family & closest friends)“6 parents-to-1 kid” Their brought up is filled with love & careTorn by the two extremes:
Over-flow love VS all-by-myself lonelinessBut when they settle in big cities, they start to wander and find it hard to fit in...VSLoneliness often hits, they yearn for the care from home
that is used to be there.Cry for reconnecting to family & friends
Managing life balance by spending more quality time with their closest links
e.g. loving papaGenuine care means: care that is always there regardless of time and spaceRefocus & reconnect with family and closest friendsResolution #6 Sustainability of self through personal tools & community Young adults are better managing sustainability of self from the things they eat, the place they live to the things they do in their leisure time.
The emergence of organic farming, organic food flea market, traditional Chinese concept of Yang Sheng…
The trend of regular exercise in different forms, working out in gym, doing “plank” etc.Genuine care means: care that is always there regardless of time and spaceFor the first time, healthiness becomes a top priorityFacilitated by social network, there are many tribes formed with the notion of self sustainability e.g.
Night-runner tribes, hiking tribes, long-walk tribes, cycling tribes, plank tribes etc…Self sustainability achieving through communitiesResolution #7 Rebuild their social influence, exercising individual values (“I”) to influence the society (“WE”)Facilitate by social network, as ordinary people, they bring forth new ideas to inspire“I can create something new for all”They dare to speak up for new or different perspectives“I can bring in point of view that is inspiring to make the world better”They are actively engaged in “大爱微行Small acts for big love”Big charity initiatives might not be helpful (due to previous scandals).
They count on themselves to do small things in daily life,
a way to realize their individual value to influence the world at large.“Take a small step, step-by-step, accumulatively, I make big contribution to all”
