Moving up, not lying flat. It’s important to separate the meme from the meaningful.
Although Chinese youth use social media to collectively vent via 'let it rot' memes; this is often to regulate negative emotions, and it doesn't necessarily reflect a loss of ambition for life. We explore this in the latest results from our ongoing consumer panel, a bi-annual survey to track consumer shifts across Asia and the US which we triangulate with cultural foresight, expert interviews, and ethnographic work. In evaluating both the current economic headwinds and the potential opportunities ahead, 70% agree with the statement “I don’t want to be involved in any rat race, but also cannot be lying flat”.
Within this context, Chinese youth are prioritizing skill development over leisure time with close friends and family. While it’s easy to negatively label this as a turn inwards and another statistic in the loneliness crisis; there are nuances to their motivations. 80% agree with the statement “I am driven to succeed and continuously set higher goals for myself”. Attitudinal aspirations aside, we see this impetus towards action reflected in behavioral data for their total activities – across sports, leisure, travel – youth are doing more, not less.
In our related ethnographic work, we’re finding youth are increasingly willing to let go of invaluable friendships and break ties from unproductive family obligations. Where does their energy go? When time is scant and precious, more effort goes to maintaining the most valuable of relationships. The time saved is allocated to cultivate skills and establish new relationships within those communities where they find kinship and can flourish.If you’re client side and want to explore our data with us or get involved in future waves, get in touch.
