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 behavior [1][4][12] - Emotional value is recognized by over 90% of young people, with nearly 60% willing to pay for it, reflecting a significant increase of 16.2% compared to 2024 [4][11][12] Group 1: Emotional Consumption Trends - The report indicates that emotional consumption is becoming a core driver in the Z generation's market, with 56.3% of young consumers engaging in "happy consumption" [11][12] - Monthly spending on emotional consumption averages 949 yuan, with 18.1% of youth willing to spend over 2000 yuan monthly [16][12] - Emotional consumption is often triggered by both positive and negative emotions, with 48.4% of youth actively consuming to stabilize their emotions [30][12] Group 2: Demographics and Preferences - The Z generation, particularly those born after 1995, constitutes about 70% of the respondents, with a notable preference for emotional value derived from social interactions [4][11] - Male consumers tend to seek understanding and recognition, while female consumers are more inclined towards self-reward and self-care [23][24] - The report shows that younger individuals are increasingly willing to pay for social relationships and digital experiences, with the highest average spending in these categories [24][27] Group 3: Emotional Value Perception - Over 70% of young people believe that the standards for obtaining emotional value through consumption are rising, with many seeking more customized and immersive experiences [36][12] - The emotional value is perceived as essential for mental health and life motivation, indicating a shift in consumer priorities towards emotional well-being [12][36] - The report identifies a growing trend where young consumers are more selective, preferring higher quality and more meaningful products [36][12]

Core Insights - The report highlights the rising trend of "emotional consumption" among young people, emphasizing the importance of emotional value in their purchasing decisions [1][4] - Over 90% of young individuals recognize the concept of emotional value, with nearly 60% willing to pay for it, indicating a significant shift in consumer attitudes [4][8] Group 1: Emotional Consumption Trends - More than 90% of young people have experienced paying for emotional value, with nearly 40% identified as frequent consumers [12] - The average monthly expenditure on emotional consumption among young people is 949 yuan, with 18.1% willing to spend over 2000 yuan monthly [12] - Emotional consumption is primarily driven by social interactions, with over 50% of young individuals deriving emotional value from these interactions [8][12] Group 2: Demographics and Preferences - The majority of emotional consumers are from the post-90s and post-00s generations, with a higher concentration in new first-tier cities [5][6] - Young individuals with stable incomes are more inclined to engage in emotional consumption, with over 70% indicating a preference for spending on emotional value [6] - Female consumers tend to focus on self-reward and aesthetic appeal, while male consumers seek understanding and recognition through their purchases [17][28] Group 3: Types of Emotional Consumption - The top categories for emotional consumption include physical goods (40.7%), experiential services (39.4%), social relationships (28.1%), and digital products (27.7%) [13][18] - Younger consumers, particularly those born after 2005, show a higher preference for spending on social relationships and digital services [18] Group 4: Changing Standards and Expectations - Over 70% of young people believe that the standards for obtaining emotional value through consumption are rising, with many expressing that ordinary products no longer suffice [28] - There is a growing demand for customized and immersive experiences, with a notable shift towards higher quality and more expensive products [28]

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]