How to use age to segment Chinese youth - TBG

www.thebergstromgroup.com telling the story of new China

PERSPECTIVE

Compact Generations in ChinaGet to know 70s, 80s, 90s and 00s!


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.


China’s Eldest Child: ‘70s

The 70s generation came to life at the end of the Cultural Revolution and before the One Child Policy.

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.

70s are more stubborn and conservative but also have a strong sense of responsibility.

- Nina, female, 28, Shanghai


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

powerWant a virgin wife

80sRefuse 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?


ABOUT US

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OUR STORY

Established in 2006, The Bergstrom Group 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.

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.


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How to use age to segment Chinese youth - TBG

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