Soul App联合上海市青少年研究中心发布《2025 Z世代情绪消费报告》： 近6成青年愿意为情绪价值买单，较2024年增长16.2%

Core Insights - The report highlights the rising trend of "emotional consumption" among the Z generation, indicating a shift from material preferences to emotional satisfaction as a primary consumer motivation [1][3][8] Group 1: Emotional Value Recognition - Over 90% of young people recognize "emotional value," with nearly 80% believing it primarily comes from understanding and responding within intimate relationships [3][7] - More than 60% of youth are willing to pay for emotional value, reflecting a 16.2% increase from 2024 [3][7] - The average monthly expenditure on emotional consumption among young people is 949 yuan, with 20% identified as "daily active users" of emotional consumption [11][21] Group 2: Consumption Patterns and Motivations - The key motivations for young people to pay for emotional value include value resonance (37.6%), self-healing (34.2%), and creating a sense of ritual (32.3%) [12][13] - The top categories for emotional consumption include physical goods (40.7%), experiential consumption (39.4%), social relationships (28.1%), and digital consumption (27.7%) [16][12] - Younger individuals (post-2005) show a higher preference for spending on social relationships/services, while those born after 2000 prefer digital consumption [16][19] Group 3: Emotional Consumption Timing and Triggers - Emotional consumption peaks during late-night hours (22:00 and after) and during work breaks, indicating a reliance on consumption for psychological maintenance [20][21] - Young people engage in emotional consumption both to celebrate happiness (34.9%) and to cope with negative emotions (48.4%) [20][21] - The report suggests that emotional consumption serves as a solution for the Z generation to achieve "spiritual self-consistency" amidst societal pressures [21][24] Group 4: Evolving Consumer Expectations - Over 70% of young people believe the threshold for obtaining emotional value through consumption is rising, with many indicating that ordinary products no longer suffice [24] - There is a notable distinction in preferences between genders, with males leaning towards deep interaction and customization, while females are more critical of experiential details [24]