“谷子”成为年度流行语，如何解码情绪经济

Core Insights - The rise of emotional consumption among youth is driven by the need for emotional management and the inadequacy of traditional support systems in a fast-paced, high-pressure society [2][3][6] - Emotional consumption is becoming a significant part of youth spending, reflecting a shift from material satisfaction to emotional expression and identity construction [3][4][6] Group 1: Drivers of Emotional Consumption - Psychological needs are becoming more explicit, with discussions around mental health becoming destigmatized, allowing youth to seek emotional support more openly [3][6] - The overall improvement in consumption quality in China is leading consumers to pursue better experiences, making emotional value a core competitive dimension for products [3][4] - Economic growth and rising incomes are providing a solid foundation for youth emotional consumption, with increased spending on leisure and cultural activities [7][8] Group 2: Characteristics and Values of Emotional Consumption - Emotional consumption is characterized by immediacy and situational relevance, with products designed for quick emotional relief [8] - It fosters a sense of community and identity, as youth seek products that resonate with their emotional experiences and cultural identities [8][10] - The consumption experience is shifting from ownership to experiential engagement, emphasizing the process of consumption as a means of emotional release [8][10] Group 3: Implications for Market and Economic Growth - Emotional consumption represents an upgrade in demand levels, transitioning from basic needs to higher-level emotional and self-actualization needs [12][13] - It creates a high emotional value-added consumption model that can stimulate domestic demand and foster new economic growth points [12][13] - The market must shift from price competition to quality competition, ensuring that emotional consumption is sustainable and meaningful [14][15] Group 4: Future Directions and Market Regulation - Future trends in emotional consumption will include personalization and integration with mental health services, creating a comprehensive emotional support ecosystem [18][19] - There is a need for regulatory measures to address issues such as false advertising and emotional manipulation, ensuring that youth's emotional needs are met responsibly [17][20] - Protecting intellectual property and supporting innovative companies will be crucial for the healthy development of the emotional consumption market [19][20]