With a very conservative and traditional culture, the younger generation of China is doing complete 360s from what they were raised from. The Chinese were raised learning from their parents experiences, most of them living and learning in autonomous farmlands. With the development of a lot of things in China, from the skyscraper forest in Shanghai to the social media world of China, times are rolling, ways are changing, and the generation gap is greater than ever before.
Rise of the young generation of China
The average age of Chinese in China, as of today, is 36.7. With over 1 billion people in the whole of China today, this shows that a huge number of citizens walking around China are of the middle age and lower half sector of the age bracket. With this huge number, the youth of China are considered the world’s target for different kinds of markets either physically or online. And with this, the elderly Chinese are perplexed seeing that everything is ready and given to their youth, without actually having to work “that hard” for it, making it seem like the younger generation are materialistic and lazy to produce for their own.
Elderly Chinese, who are mostly in their 50s or 60s, have been quoting the phrase “the youth are having it so easy when we had it so hard” over and over again for the past few years. China has been seriously developing not only its economy, but its whole infrastructure, and these old Chinese are nothing but lost in this wild goose chase. They are like immigrants in their own country, with only their own “flock” to cover and understand them. They always complain how their children could never understand them, and the children as well complain how their parents or grandparents could never really understand their mindset at all. These conflicts are causing the elderly to calling their youth materialistic, disrespectful, and a sluggish generation, when in fact, this generation gets China walking to the top polls of the economic world around the globe.
Targeting the youth
Different kinds of businesses all over China and the world are creating different ways to market for the youth. With the youth’s love for shopping, they created huge shopping malls; with the youth’s love for luxury items, they are importing luxury brands from different parts of the world; with the youth’s openness and staggering number of online interactions, they are creating more applications to do in the internet and mobile gadgets; with the youth’s love for all the huge, fast, luxurious lifestyle portrayed in different American and Western media, they are bringing them to China and creating the same lifestyle for the youth and middle age generation alike.
Tiny Times is a novel-turned-movie series that made massive numbers in China’s box office and had the younger generation lining and gushing about. It follows four attractive ladies who are fashion and luxury obsessed young women in Shanghai with very attractive well-dressed men as their partners. The film shows a lot of references to luxury fashion brands and very high end clubs. It shows a glimpse to the luxurious lifestyle of high society girls in today’s world. The movie is a mix between Gossip Girl and The Devil Wears Prada, Chinese version.
But not everyone’s pleased with the movie; the older generation is completely and utterly perplexed by it. According to most of them, it shows China as completely materialistic and snooty, two negative words they don’t want to be associated with the country.
With everything that’s going about in today’s market, some people think it’s Cultural Revolution, some think it’s a window to what’s happening today in the real world. Society is changing, rapidly. With the development of a lot of physical, foreign, and online businesses in China, a lot of new cultures, new races, new traditions, and new mixes are being made. The Chinese youth are adapting to these changes with some older youth accepting these said changes, and some skeptical to do so.
What can we do to keep up with the rapid changes in China’s society today? How could we keep up as well? Is this the so called new big opportunities for foreign investments in China?