Feelings of uncertainty are driving consumer demand for emotional values through consumption and higher requirements for brands to assume social responsibility.
Blair Zhang, Senior Research Analyst, Consumer Trends, Fashion and Luxury, China
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Executive Summary
- Key issues covered in this Report
- The market
- The consumer
- Graph 1: four types of consumers, 2023
- Graph 2: assessment of anxiety status, 2022-23
- Graph 3: uncertainties in lives that bother consumers the most, 2022-23
- Graph 4: involution and lower desire lifestyle, 2021-23
- Graph 5: most relaxed scenarios, 2023
- Graph 6: impact of uncertainties on consumption, 2023
- Issues and insights
- What we think
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The market
- Market factors
- Graph 7: consumers’ confidence in the next three months, 2020-23
- Marketing highlights
- Graph 8: total mentions of ‘activities (活动)’ and ‘gathering (聚会)’ on social media channels*, 2022-23
- Graph 9: mentions of ‘Dazi (搭子)’ on social media channels*, 2022-23
- Consumers leverage the inner power of their minds to fight against the pressure of uncertainty
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The consumer
- Consumer segmentation
- Graph 10: four types of consumers, 2023
- Graph 11: attitudes towards uncertainties – strongly agree, by consumer segmentation, 2023
- Assessment of anxiety status
- Graph 12: assessment of anxiety status, 2022-23
- Graph 13: assessment of anxiety status – not anxious at all and a little anxious, by gender and age, 2022-23
- Graph 14: assessment of anxiety status, by gender and age, 2023
- Graph 15: assessment of anxiety status, by consumer segmentation, 2023
- Uncertainties of concern
- Graph 16: uncertainties in lives that bother the most, 2022-23
- Graph 17: uncertainties in lives that bother the most – my health or my family’s, by age, 2022-23
- Graph 18: uncertainties in lives that bother the most – personal career development, by age and education level, 2022-23
- Graph 19: uncertainties in lives that bother the most, by consumer segmentation, 2023
- Involution and lower desire lifestyles
- Graph 20: Involution and lower desire lifestyle, 2021-23
- Graph 21: mentions of ‘low-desire lifestyle (低欲望生活)’ on Xiaohongshu, 2022-23
- Graph 22: consumers who look forward to a more desire-free lifestyle, 2023
- Graph 23: involution and lower-desire lifestyles, by consumer segmentation, 2023
- Most relaxed scenarios
- Graph 24: most relaxed scenarios, 2023
- Graph 25: most relaxed scenarios – take a walk in the neighbourhood/street near home, by age, 2023
- Graph 26: most relaxed scenarios – when I’m with my children, by consumer segmentation, 2023
- Impact of uncertainties on consumption
- Graph 27: impact of uncertainties on consumption, 2023
- Graph 28: impact of uncertainties on consumption – attitudes towards marketing messages, by age, 2023
- Graph 29: impact of uncertainties on consumption, by consumer segmentation, 2023
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issues and insights
- Embed a sense of healing into community businesses
- Treat consumers sincerely with truthful communication to build a reliable brand image
- Take on a socially conscious role to stand out
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Appendix – methodology and abbreviations
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