Core Insights - The report indicates that nearly 60% of young people are willing to pay for emotional value, reflecting a significant shift in consumer behavior towards "emotional consumption" as a new lifestyle and focus in the market [2][3] Group 1: Consumer Behavior - 56.3% of youth choose to engage in "happy consumption" for emotional value or interests, marking a 16.2 percentage point increase compared to 2024 [2] - 44.8% of young people are focused on "quality upgrades," indicating a desire for better experiences driven by emotional needs rather than blind self-indulgence [2] - The average monthly expenditure on emotional consumption among youth is 949 yuan, with 18.1% willing to spend over 2000 yuan monthly [3] Group 2: Motivations and Trends - Core motivations for emotional consumption include emotional tuning and understanding, with significant gender differences: 52.6% of women prioritize happiness and relaxation compared to 42.1% of men [3] - Over 20% of youth are classified as "active emotional consumers," with 43.4% engaging in emotional purchases multiple times a week [3] - Emotional consumption is characterized by three main trends: seeking emotional healing and stress relief, obtaining immediate satisfaction and emotional companionship, and expressing identity within subcultural circles [3] Group 3: Societal Context - The Shanghai Youth Research Center highlights the emotional belonging crisis faced by youth, exacerbated by urbanization and weakened traditional connections [4] - As real-life social interactions fail to provide stable emotional support, youth turn to consumption as a substitute, leading to the notion that "consumption equals companionship" [4] - Promoting rational consumption, enhancing psychological adjustment methods, and building diverse social networks are essential for maintaining the long-term emotional health of youth [4]