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What Do Chinese Young People Want in The Post-COVID Times?
Here our #CherryPicks from RED 2023 Annual Lifestyle Trend report:
Three most important lifestyle trends to watch in 2023: “simplified life”, self-care & hyperlocalization
🐟 A growing number of people are looking for quick & simple methods to reduce their stress, like watching stress-relieving videos and knocking electronic Buddhist wooden fish
☕️ People are willing to actively participate in community activities, go to community alleys or drink coffee with neighbors
🏖️ People look forward to going on a long-distance & stress-relieving vacation in 2023
Getting tired of involution (“内卷”), more young people are paying attention to themselves, both mentally & physically. They are embracing a more micro, concrete, down-to-earth lifestyle to rebuild the sense of enjoying their lives, instead of being under the spell of successology promoted by publicities.
This slow-living trend provides insight into the state of mind of consumers right now, brands are expected to look into campaign activities that can encourage people to be spiritual, peaceful & grateful. Most importantly, turn down the volume of chaotic marketing and try to find the “slow pace” essence within the initiatives to rhythm with the audience.
* Involution (“内卷”) is described as a never-ending cycle of self-flagellation and is the sense of being trapped in pointless competition.
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