They are the indigenous people of the internet, the driving force behind the tide of the state, the practitioners of the “reverse scale” and the advocates of the “excellent province” — 80, 90 years later — who are reshaping market rules with a unique consumer view. From “paying for face” to “paying for love”, from the “moon lights” to “sex versus warriors”, their choices are not only about wallets, but also reflect profound changes in intergenerational values。
I. Subversion of the concept of consumption: from “survival” to “life”
After 80, 90, the consumer outlook is in stark contrast to the fathers. Parents' consumption is centred on “practical” “savings”, and the generation seeks more of “pleasure” and “experiment”. They're willing to pay for a $20 milk tea, but they're fine with 15-dollar video members; they can spend their money to buy a limited amount, but they can also compete for a shopping bag that saves 20 cents。
The contradiction between this “provincial flower” is a balance of reason and sense. They refuse to pay for the brand premium blindly, but they are willing to pay for their emotional value. For example, behind the five-dollar gold-simulator bracelets, young people use low cost to satisfy their sense of social rituals, both to resist traditional upward pressure and to preserve the pleasure of consumption。
Ii. Three key words for consumer behaviour
Digital survival
As a “web first nations”, consumption after 80 or 90 is highly dependent on the internet. The acquisition of shopping information from social platforms, the screening of goods through competitive apps, the trading of idles on second-hand platforms and the digitalization tools have become their “consumption hangers”. According to statistics, more than 40 per cent of young people shop over and over again, 45 per cent opt for “substitute goods” and 38 per cent refer to others to evaluate decision-making。
2. Cultural identity driven
The rising tide of the country, wen bogey, the han-tying... 80 and 90 are now using consumption as a “vote” for traditional culture. Underlying these phenomena is the awakening of cultural self-confidence. Young people express their identity with indigenous cultures through consumption, such as keeping new people from interpreting “middle romance” in traditional wedding ceremonies。
3. Reverse consumerism
The “reverse climb” has become a new trend: who can spend less on high-priced goods than who. Young people are keen to share their “sweety wool” strategy, proud of the “9. 9 package mail”, and use the “1 dollar milk tea” as a smart label. This trend is not stingy, but rather a mirage of consumerism — they are more concerned with the real value of goods than with vanity labels。
Social mirrors behind consumption
1. The duality of economic independence
After 80, 90, there was widespread pressure for high housing prices and low savings. Some rely on parental support to purchase housing, using income for immediate consumption, while others achieve financial balance through “precision”, such as choosing short-distance trips, a shared economy, etc。
2. Intergenerational transmission of values
This generation is more focused on environmental protection, health and sustainable development than its parents. Organic foods, green travel, second-hand trading become the norm, and consumption choices are tied to social responsibility。
3. Restructuring of social currencies
Consumption becomes a social extension. The surprises of the blind box, the collection of grains (near the second dimension), the sharing of travel cards are not only personal interests, but also “passports” incorporated into the circle。
Iv. Future trends: consumption as expression
After 80, 90, the meaning of consumption is being redefined:
From “possess” to “experiment”: experience consumption, such as travel, performance, script killing, continues to warm
From “the general public” to “the small population”: reverse tourism, personalized accommodation, and rejection of standardized products
From “material” to “spiritual”: the proportion of self-investment in knowledge payments, skills training, etc. Has increased。
Concluding remarks:
The post-80s and post-90s consumption outlook is the wisdom of survival given by the times. They use the spills of cyclists to balance ideals with reality; they use the soberness of `reverse-climbing' to counter the flow of material. This pragmatic and romantic choice is not only a consumer revolution, but a profound reading of the essence of life by a generation。
Interactive topic: are you “precision” or “favourable”? Welcome to the comment section to share your consumption philosophy
