Culture Tensions & resolutions of Chinese Young Generation Post 90’sCommon themes across 80s & 90s
Huge tension of harsh reality puts their dreams in vain.
The 90s also…
1. Adore & idolize ordinary people who do extraordinary things
2. Call for genuineness – listen to my genuine desire
3. Celebrate realness in life (su)
4. Reinforcing their closest links
5. Rebuild their social influence, exercising individual values (“I”) to influence the society (“WE”)Teasing out insights specific to Post 90s…Post 90s felt they’re misunderstood & wrongly labeled by everyoneA new world they’re facing now, experiences of their parents are no longer applicableHigh inflation rate
Food safety issue
Unfairness created 2nd generation of Government officials & wealthy families
Materialistic young people
“Classification” of societyForeign culture’s influence
Rationality doesn’t apply to many situations
Gender no longer is the barrier of love
Go to Korea for plastic surgery is quite trendySelf-centered / Rebellious
Stupid
Non-mainstream
Introverted & love to stay home
They have their own purposes, but their behaviors are often mistaken and hence they’re labeled wrongly#1 Self Centered?! VS Self-aware Not selfish nor childish, but Independently Self-aware Trained to question & assess all external information, hence confidently follow what their own viewsSelf-focused (Zi-Wo)“Yes, I admit that I’m a Zi-Wo person. I hate the restrictions given by my parents and teachers. I feel that what they say might not necessary be right, they can’t force me to accept these, they need to convince me instead. We have our own point of view.” – Yang, Beijing High School Student 17 y.o.
I love to make decision for my own
I love to insist on what I’m interested in
My future has to be decided by myselfDecisions made in life, are centered on what “I” want
77.3% of Post 90s ranked “I like it” as the top factor for making purchase
21.3% of Post 90s considered “Interest of oneself” as the key factor for choosing a job (way higher than Post 80s) I will discuss with them, but I will decide myself92.02% of Post 90s will discuss with others when they encounter problems
88.36% of Post 90s will insist on what they think when making decisionIt is not because they are spoiled & don’t care about external world, it is because they are molded to “Question”…“We are the digital generation. Our parents get information from authorities, we get information from internet, which are often contradictory, we are trained to question & verify before we decide.”and they believe they are independently capable –
“I know what I want”
42% believe they’re more independent then their parents
#2 Keep me entertained! It is a release of pressure, is a way to express oneself, and is a way of living to stay happy everyday Obsessed with “stay entertained!”
79.9% of Post 90s play online game, % way beyond 80s
56.1% of Post 90s care most about the gossips & scandals of what’s going on in the entertainment industryTu Cao Poke fun on the serious topics to make them entertaining!“We know how to entertain ourselves, make fun out of boring stuffs. Especially on the net, we do Tu Cao, reading through these funny comments are already very entertaining. Everything can be our topics”
– Li, Shanghai College Students 21 y.o.
Poke fun with any topics
Celebrities, political figures, brands, social issues, their own daily life, national news etc…Fun has to be unlimited, abundant, and it’s never enough!Food, I can eat less
可以吃的有限
Clothes, I don’t mind having less
可以穿的有限
Pocket money, I’m fine with having little to spend
可以花的有限
But you should never limit my happiness!
但绝对不能限制我寻乐！Making fun doesn’t mean not making a point#3 Dare to tell & to act Among generations, Post 90s is most expressive. Strong desire to present who they are & what they thinkThey are the “New citizen” who choose to search for more meaning in lifeEmpowered by the internet, they become the new citizen, actively speak out & participate in social development
One of the hottest topics among them are social issues
In the occasion of big disasters or social topics, they are the volunteers, critics, evangelists & active participants
“Selfie” everyday! “I love to express myself, not only do I like to express MY PERSONAL POINT OF VIEW on the internet, I also love SELFIE” – Zhao, Journalist of SHTV, 24 y.o.Never shy to show their life & tell their point of view
75.2% of Post 90s is happy to publicly tell their status, their mood & their life – no longer shy as the typical Chinese
Post 90s has a much stronger desire to express their of point of view & to show their slices of life as compare to Post 80s#4 Lonely Together “Ji Ti Gu Du” A group of lonely people get together in a remote wayWhen they were young, they already know well… Stay together physically doesn’t resolve lonelinessThese single child are brought up with “loneliness”. Surrounded by many (parents / grandparents), but felt there is no one who can understand them and talk to
“Physical togetherness” doesn’t remove loneliness, “Virtual togetherness” (connecting to like-minded ones virtually) means much more
They are selective - Quality is more important than Quantity96.1% of Post 90s do not prefer to be on their own
70% want like-minded friends who really know them well“Our life is sometimes quite boring. On the internet, I can relieve my feeling of loneliness. Because on the internet, in the BBS or communities that I’m interested in, I can find many friends” – Yang, high school student, 17 y.o.Socializing is “interest based”“Ji Ti Gu Du (lonely together) is describing us well.
We can’t find our desired social circles in real life and we feel lonely.
But on the social networks, we can find our social circles based on personal interest,
and we can connect to many friends with common interest”
– Qian, freelancer, 24 y.o.Av. Internet Experience
7.53 yrsAv. Hours on Internet
11.45 hrs/dayAv. # of BBS followed
24/person #5 Passionate in Creation, creating my own business a way to break away from systems & rules that are not working for them, to really prove their own capabilitiesDespise success that are “given” (Pin Die, Pin Nian Zi) Disagreeing to transit from
“Fairness at school” to “unfairness in society”
“At school, you won only when you’re good enough. But in society, you won because of relationship (Pin Die, competing on parents’ connection / wealth)…”
“At work, you won because you’re senior (Pin Nian Zi – job status based on seniority), why should our competence score goes back to zero when we graduate?”Pursuit for “Start-up”, a way to break away from status quoA very high rate ( 68.1%) of Post 90s have plans to start up their own business“I think I have made a right choice to do my own start-up. I don’t need to bother about those office politics & the ‘game-rules’ set by others” – Zhen, biz owner, 23 y.o.Actively engage in new creationThe more cutting-edge ones are flashing out creation
in their areas of passions.
This has become one of the drivers for the surge of creative culture in ChinaStart from a clean slate to create something new, is a concrete way to prove one’s competence - “It’s me” who earn the successThey are not the rebel who protest against the unfairness, they channel their energy to prove themselves
It’s me
“I believe I’m good. I developed an APP a while ago and won an innovation award” – Li, university student, 21 y.o.
It’s me
“I want others to remember me, not XX’s daughter”#6 Pragmaticism materialism is not a driver for them, consumption is practical & rationalPragmatic rather than dreamy when making key decisionsThorough assessments & plans are made before making important decisions
e.g. job & marriage
“Post 90s like us are more pragmatic & rational. We make plans, e.g. career and finance” – Sun, teacher, 23 y.o.
“You can clearly notice our rationality & pragmatism when we pursue for a job. We know the reality is harsh, we won’t dream about getting there fast, we take it step by step and we will assess ourselves along the way” – Li, university student, 21 y.o.Pragmatic & sensible in consumption>52.3% of Post 90s will replace their electronic products only when it’s damaged
75.1% of Post 90s will plan their spending, and 54.7% will even put aside savings for investment
Ignoring the materialistic world, their pragmatism & self awareness reconnect them to what’s fundamental“They are not blindly following. They are not rebellious. They focus themselves to what’s most fundamental to themselves” – Li, sociologist
