今年春节，这届年轻人决定不演了

Core Viewpoint - The article discusses the emergence of a 2 trillion yuan emotional consumption market in China, driven by the younger generation's shift from materialistic consumption to experiences and emotional fulfillment during traditional holidays like the Spring Festival [5][9][33]. Group 1: Emotional Consumption Market - The emotional consumption market in China is projected to exceed 2 trillion yuan by 2025 and reach 3.5 trillion yuan by 2029, indicating a significant shift in consumer behavior from purchasing goods to seeking experiences [9]. - The Z generation (born between 1995 and 2009) accounts for 45.2% of emotional consumption spending, a 12 percentage point increase since 2020, highlighting their influence on market trends [9][10]. - The shift in consumption patterns reflects a broader societal change where young consumers prioritize emotional value over traditional material displays [10][14]. Group 2: Changing Consumption Patterns - Traditional consumption during the Spring Festival, characterized by high-end gifts and performance-driven purchases, is being rejected by younger consumers who prefer spending on personal well-being and experiences [12][21]. - Surveys indicate a significant increase in alternative ways of celebrating the Spring Festival, such as traveling or having parents visit, with 45% of young people believing future consumption will focus on emotional value rather than expensive gifts [14][29]. - The rise of emotional consumption is evident in the popularity of services like beauty treatments and wellness products among younger consumers during the holiday season [17][18]. Group 3: Generational Differences - The article emphasizes a generational divide in consumption logic, contrasting the older generation's focus on social status and material displays with the younger generation's emphasis on personal satisfaction and emotional well-being [10][11][21]. - Young consumers are increasingly rejecting societal expectations tied to traditional celebrations, opting instead for personal choices that align with their values and emotional needs [24][25]. - The younger generation's experiences and perspectives, shaped by social media and the internet, have led to a collective awakening where they prioritize authenticity over societal pressures [23][33]. Group 4: Policy and Market Implications - The emotional consumption trend is gaining recognition at the policy level, with government reports highlighting the importance of emotional economy and consumer spending [29]. - The shift from face-value consumption to emotional value is seen as a structural upgrade in the market, indicating a broader transformation in consumer behavior and expectations [29][33]. - The article concludes that this change represents not just a personal liberation for young consumers but also a significant evolution in the consumption landscape in China [35].