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Understanding how mini-generations define themselves and each other is a valuable asset for brands that hope to reach "youth" in China. This presentation defines and illustrated how generations have been expedited.
- The Bergstrom Group
Compact Generations in China Get to know 70s, 80s, 90s and 00s! PERSPECTIVE
INTRODUCTION In China, with the expedited pace of development, generations since the Cultural Revolution have been compacted; a new breed has emerged every decade with its own tastes, ideals and behavioral norms. Photos thanks to trendspotters and staff: Zhouwei, Toni and Gennie
Traditionally speaking, a generation is considered to span 25-30 years. It is a term used to connote an evolution in lifestyle from parent to child. The term “youth” is too broad. When brands contemplate who is their ideal v. actual consumer, they have to be specific about which subset of “youth” they are targeting.
<ul><li>China’s Eldest Child: ‘70s </li></ul><ul><li>The 70s generation came to life at the end of the Cultural Revolution and before the One Child Policy. </li></ul><ul><li> At this time, people were preparing for change but really had no idea what would come next. The last generation where siblings were common, 70s grew up with a strong work ethic, sense of community and a respect for their role in the family. </li></ul><ul><li>70s are more stubborn and conservative but also have a strong sense of responsibility. </li></ul><ul><li>- Nina, female, 28, Shanghai </li></ul>
China’s Middle Child: ‘80s The 80s generation was the first to break into new China, the first to be raised as only children under the One Child Policy and the first to embrace individualism. Armed with the financial and social protection of 6 adults (parents and grandparents), 80s experimented with brands and other capitalist trappings such as “office lady” ideals.
80s pursue a bourgeois kind of life. They appear open on the outside but have a conservative inner world. They are never satisfied with the present. - Nina, female, 28, Ningbo The 80s generation should be separated into 2 parts: pre-85 and post-85. Those born before 1985 are similar to the 70s, but are more energetic. Those that came after 1985 are going through a confusing period. We haven’t figured out what we want exactly. - Gavin, male, 24, Foshan
China’s Youngest Child: ‘90s Not intimidated by going against the mainstream, 90s have earned a reputation for rebellion. Tattoos, piercings and brightly colored hair are all external symbols that other generations have not been as keen to adopt. Emboldened by the Internet and changing definitions of private space, 90s have openly expressed their sexuality, violent or even suicidal thoughts.
90s are easily attracted by superficial charms. They are running ahead of the times but are far from mature. - Nina, female, 28, Ningbo People know 90s to be self-centered and independent but we are excellent - having our own thoughts and creative spirit. - Yurica, female, 19, Shanghai Gennie (trendspotter, 19, female, Nantong) brought her panda head to show us what she sees in Sichuan
China’s Latest Addition: ‘ 00s We are already noticing that the newest members of the family are developing a reputation. The first youth group raised by parents not educated during the Cultural Revolution, they seem unaffected by the past. With mature dress, speech and behavior, this generation has been known to exhibits less filial piety and respect for authority than previous youth groups. But then again, the 00s have just begun to exhibit their own character. Stay tuned to see what happens next.
Parents are changing how they educate their post 90’s or 00’s children. Many of them tend to raise their kids in a more liberal, Western way now. They give direction but they don’t interfere. - Sally, female, 23, Shanghai 90s have many creative ideas and thoughts. They hold their own opinions and have a sense of purpose. 00s, however, are unrestrained, and crazy. - Mengmeng, female, 16, Shanghai A series of scary photos of a 00s girl
Thinking Inside The Box Definitions from a young Chinese blogger Career Money Friendship Relationship 70s Workaholics Have savings Make friends with those who have a good background or power Want a virgin wife 80s Refuse to work overtime Have debts Make friends with those who share the same interests All that matters is love 90s No work Have daddies Make friends with those who have tattoos. Do we need love?
<ul><ul><li>OUR STORY </li></ul></ul><ul><ul><li>Established in 2006, Bergstrom Trends has developed a reputation for providing vivid customer immersions for brands and agencies. We began our commitment to China by focusing on youth and have since broadened our scope to include women and lower tier consumers. </li></ul></ul><ul><ul><li>Based in Shanghai, our on-the-ground team of subject matter experts, researchers, trendspotters and photographers is dedicated to telling the story of new China in a way that is both authentic and actionable. </li></ul></ul>