In this rapidly changing era, the consumption behavior of the younger generation is like an inner war without gunpowder, and they are both warriors and strategists on the battlefield. Their shopping secrets are hidden in the seemingly mundane but mystical life choices. Today, let's uncover these hidden thoughts of parents and explore the truth behind the high consumption of contemporary young people.
First, let's start with a new "State of Consumption Report for the Young Generation". According to the data, there are 17.5 billion post-90s, of which only 134% are not in debt, while 866% of the post-90s generation have been exposed to various credit products, and advanced consumption has become a part of their lives.
Behind these figures is young people's pursuit of quality life, as well as their optimism and confidence in the future. They are willing to borrow money to pursue consumption in areas such as the "lazy economy", pet craze, health trends, beauty economy, and entertainment industry, at any cost.
Young people's consumption perceptions are very different from those of their parents. In the parents' generation, consumption often means survival, while in the eyes of young people, consumption is more associated with individuality, experience and socialization. They are willing to spend a lot of money for a walk-and-go trip, for a pair of limited-edition sneakers, for an idol concert, or even for a new electronic gadget.
These consumption behaviors are often labeled as "impulsive" and "vain", but in fact, they reflect young people's pursuit of self-worth and yearning for quality life.
Driven by social networking, young people's consumption behaviors are more diversified. They share their consumption experiences through platforms such as Weibo, Douyin, and Xiaohongshu, thereby influencing the purchasing decisions of those around them. This kind of "planting grass" culture allows young people to pursue individuality at the same time, but also forms a new consumption trend. They are no longer satisfied with traditional consumption patterns, but are looking for a more unique and personalized consumer experience.
However, this consumption behavior also poses some problems. Phenomena such as overconsumption and conspicuous consumption are not uncommon among young people. They often neglect long-term financial planning in their pursuit of short-term happiness and fulfillment. To a certain extent, this phenomenon reflects the powerlessness of young people in the face of material things, as well as the need to seek psychological comfort under social pressure.
In the face of such a phenomenon, we cannot generalize. The consumption behavior of young people is both rational and blind. What they need may not be simple accusations and criticisms, but more understanding and guidance.
Society should provide more consumer education for young people to help them establish correct consumption concepts and learn to consume rationally. At the same time, we should also create more development opportunities for them, so that they can support their consumption dreams.
In this era full of uncertainties, the consumption behavior of young people is a mirror, reflecting the changes in society and the growth of individuals. Their secret is not only the pursuit of materialism, but also the exploration of self-worth and the expression of attitude towards life.
Let us look at these young people with a more tolerant and understanding mindset and support them to find their place in this diverse world.