They adhere to the "strive to change destiny" spirit or the law of the jungle, believing in a "wolf-like" mentality. They view life as a ladder to the heavens, clenching their teeth as they climb step by step, eventually reaping the desired scenery.

The post-1990 generation

02 Low Achievement:

Witnessing a disorderly generation where myths descend from their pedestals

Amid the impact of the pandemic, economic growth slowed down, and social mobility decreased. The post-1995 generation found themselves facing the grim reality of graduating into unemployment, making finding a suitable job seem like an "impossible dream." The once high expectations they held for themselves received a harsh lesson from society's realities.

As the era of rapid and unregulated internet growth came to an end, the myths shattered. Post-1995 came to the realization that the so-called "big companies" were not so different from the proud textile factories of their parents' generation. It was just that the textile workshops had turned into cubicles, and sewing machines had become computers. The saying "Interview to build a rocket, work to screw a screw" became the norm in these big companies, but the 996 work system and the "big-small week" arrangement sparked social discussions, causing the allure of internet giants to gradually fade for many post-1995.

Macro-level society

"After the pandemic, they faced a harsh reality"

The pandemic brought about too much uncertainty, and instead of rushing towards the unknown to explore distant horizons, the post-1995 generation tries to avoid introducing new uncertainties into their lives. Increasingly, many of them embrace the belief that "the end of the universe is reaching the shore," seeking valuable security in return.

Our research findings reveal a collective shift among the post-1995 generation

Compared to struggling to make ends meet in a big city with a job that barely covers the rent, enduring endless overtime and constant anxiety about being replaced, some post-95 individuals prefer to retreat to non-first-tier cities or even their hometowns. Rent costs are lower, and in some cases, even non-existent. Though the wages may be lower, the overall cost of living is lower, and the lifestyle is more stable, making it an optimal solution in a turbulent environment.

Middle-level society

After the pandemic: the leeks who go ashore early and 'lie flat' can't be harvested enough

The life coordinates that the post-1995 generation had pursued in the past suddenly became disoriented. The reason behind the occurrence of a collective shift towards seeking stable civil service jobs (known as "考编上岸" in Chinese) can be attributed, from another perspective, to the limited opportunities for reference and imagination in their career choices.

Micro-level society

The home front provides the confidence for exploration, but it can also be a constraint

When the post-1995 path of life is obscured by a layer of fog, parents hope they will come back to their side - the stable home front is the reliance they seek when retreating to their comfort zone. However, it can also become an undeniable constraint when they want to move forward.

03 Reconstructing identity and pursuing a simple yet fulfilling life

In the past, the post-1995 generation aspired to be an all-powerful superhero. However, the changing environment brought about by the pandemic caused these "superheroes" to lose their reference points just as they were preparing to take flight. They had to gradually descend back to the ground, looking towards the previously overlooked "surroundings." It is not only the distant goals that hold meaning; being an "ordinary person" is also a rare achievement. Success is not solely defined by striving in first-tier cities, and there is not just one singular definition of "success."

Becoming a "simple yet fulfilling person" means being highly perceptive of the life around us, adept at discovering the brilliance in ordinary moments, and seeking out activities that hold personal value and meaning, then putting them into practice. In the current environment, taking the time to do all these things is particularly precious and rare.

Changes in Life Values and Motivation

Their pursuit of a simple yet fulfilling life means achieving a balance and satisfaction both in material and spiritual aspects. This doesn't imply that they don't care about success or wealth, but rather they prioritize personal development, quality of life, and social responsibility. For post-95 individuals, the significance of work is diminishing while the significance of life is increasing. They believe that one should not be defined solely by their career and job; work is merely a means of livelihood. To post-1995, illuminating more possibilities for self-realization is far more attractive and compelling.

Compared to before the pandemic, many post-1995 individuals pursued external material success. However, the occurrence of the pandemic led post-1995 to contemplate the essence of being human. They are now not only concerned about their personal interests but also place greater emphasis on contributing to society and expressing their personal values. They no longer restrict themselves to merely seeking respectable careers and jobs.

04 Being an extraordinary storyteller of "ordinary life,"

collaborating with brand citizens to co-create long-term value

In the current environment, not only do post-1995 individuals face their own life challenges, but brands also find themselves in their own predicaments. Brands are confronted with issues like declining user growth and a significant shift in collective consciousness among their young audience. How can brands attract existing users to increase sales by aligning with their lifestyle, values, and even spiritual pursuits? Brands may need to shift their mindset and no longer view their target audience as "consumers" or "users" but rather as "brand citizens".

The difference between brand citizens and consumers lies in the fact that brand citizens prioritize long-term relationships with brands, not just short-term product transactions. Brand citizens tend to purchase from brands that align with their values and beliefs, and they are willing to pay a higher price for this alignment. On the other hand, consumers focus more on the product or service itself, as well as factors like price, quality, and convenience. They may not consider a brand's reputation or values and base their purchasing decisions solely on their needs and budget.

In the long run, establishing relationships with brand citizens is crucial for a brand's development. Such relationships can bring benefits like word-of-mouth promotion, loyalty, and brand advocacy, thus increasing the lifetime value of customers.

Therefore, brands should continuously explore how to establish closer and deeper connections with consumers, in order to foster brand citizens and increase the lifetime value of users. For brands that prioritize post-1995 "brand citizens," it is crucial to empathize with the group and create connections based on shared values that resonate with post-1995 individuals. Post-1995 no longer need motivational slogans that aim to boost excitement. Single-value propositions no longer suffice as post-1995 are actively seeking new systems of reference and life orientations. Only when a brand truly understands what post-1995 seek in a "simple yet fulfilling" life, can it establish a long-term relationship with post-1995 "brand citizens."

Returning to the intricacies of individual life

The more turbulent the environment, the more post-1995 individuals crave a sense of security. Their focus on individual living space and the sense of security it provides has become a societal trend, presenting an opportunity for brands to capitalize on. For instance, post-1995 have higher demands for their living environment and sleep quality, desiring more private, secure, and comfortable living and nap spaces. Brands can develop innovative products to meet their needs, such as offering foldable, detachable, movable, and multi-functional furniture, as well as providing customizable and personalized design services and soft furnishing combinations. Some brands have already introduced solutions specifically for nap spaces, paving the way for further exploration in this area.

The construction of individual space is an external manifestation of the post-1995 generation's need for security, but the impact of the loss of life coordinates prompts them to seek security from within. This is more evident in the "rebuilding of inner order." Brands can start by creating emotional resonance, using cultural symbols or storytelling to help post-1995 feel understood and supported by the brand. Furthermore, brands need to provide practical solutions that are feasible for post-1995. For common life problems, brands can offer intelligent and scenario-based products and services, such as health management, time management, and digital learning, providing post-1995 with convenient tools and skills. Additionally, brands can draw inspiration from traditional cultural wisdom to offer deeper spiritual comfort and enlightenment to the post-1995 generation.

Intergenerational research is a crucial element in brand strategy formulation. Different age groups have distinct growth experiences, cultural backgrounds, and lifestyle habits, all of which can influence their perceptions of brands and their consumer behavior. Therefore, gaining a deep understanding of the differences between generations and comprehending the life motivations behind their behaviors can help brands communicate more effectively and align with their values.

For many brands, the post-1995 generation is becoming a core force driving growth. Through intergenerational research, brands can better understand this generation and establish long-term relationships based on the concept of "brand citizenship." This understanding will be vital for brands to connect with and engage effectively with the post-1995 generation, who are increasingly becoming the brand's central audience.

05 Ylab is deeply committed to conducting in-depth research on intergenerational consumer groups, empowering brands with growth strategy consulting services

Ylab has been deeply engaged in intergenerational consumer group research since its founder, Li Yuhong, started researching the post-80s generation in 2012. Over the past decade, Ylab has accumulated extensive knowledge and expertise in understanding each successive generation of young individuals. By integrating disciplines such as anthropology, psychology, and other research methods, Ylab has gradually developed its unique approach and methodology for studying consumer groups.

10 Years Intergenerational Comparison Researches：80s, 90s, 95s, 00s