On August 19th, the ChinaYangDigital MarketingInstitute  released their latest study on the “Generation of newrealism and diversity – in the post 90sChina” sketching 7 types of typical 90s’real lifeand behavior characteristics. These population portraits combined with ​​in-depth interviews, social research and data analysis will help advertisers to quickly understand the 90s, and hopefully present them in a more objective way.

The portraits:


They are not demanding the top material conditions, they developed a new Pop Culture, managing their own live path that suits them. They look after small things, such as eating, drinking, entertaining, working and studying. Although they might seem independent, and even rebellious, they are in fact affected by mainstream values, and eagerly want to get recognized.


The conditions of their families are not very good which taught them to be independent and practical. They don’t like the feeling of envying others, so they are determined to pursue “a decent life” in their own eyes. In college, they usually take part-time jobs to achieve financial independence.They participate in various social activities in order to build their own social network. They seem mature, but actually insecure and afraid of being ignored deep down inside.

Little girl:

Over cared by their parents, they are depending on them in material life, and on friends in accessing to information.They have an independent and rebellious consciousness, but nevertheless live their lives in secured environment created by others and following a given live path. They are cautious of new things, and have no sense of online social networking.

Citizens of the world:

Foreign cultures and ideas make them closer to the western life concept, however bursting with individual consciousness. They are confident and believe that they can live a better life than most people, although everything comes naturally. They welcome new things and foreign cultures without limits, and are keen on continuous experience and try to find themselves the best.


Only working for themselves, they are always aware of opportunities around. Evenduring high school or in the university they already had a business plan or even have been put into practice. Their ultimate goal is to have a life style that can be controlled in their own hand,to have their own time and their own space.

Dream family:

Compared to real life, they are more concerned of creating their own little world. This world can be a circle of friends who share same interests or live concept…They are usually not conspicuous, but they tend to be very active and shining in their own circles. They don’t hesitate to spend a lot of time and money in order to maintain the circle.


Their good economic background allows them to focus on their hobby. Good with internet, extremely curious and open minded. They usually become a leader among their peers. They therefore are pretentious, although at first seemingly low-profile. It is difficult for them to conceal their big brother posture, considering their peers around as “a child” or “little brother.”


This study has been released on the perfect time, consideringthe 90’s strong comeback in several industries these past few months. This analysis of the period’s major life and behavior characteristics will be a key for the advertisers to understand how to ride this wave of nostalgia and design very efficient digital marketing campaigns since most post 90’s spend a lot of time on their smartphones or on their laptop to go on the internet.

So, what is your type?

Further readings