Round Table China
China's young shoppers chase emotional fulfillment
Apr 18, 2025
Young shoppers in China are redefining consumption by prioritizing emotional fulfillment over practicality. A staggering 40% now seek personal meaning in their purchases. This trend is especially pronounced among Gen Z, who engage in 're-parenting' through their buying choices. The podcast dives into how innovative products and services are crafted to provide emotional support and positivity. Additionally, it addresses the challenges of genuine emotional satisfaction and the role of AI in meeting heightened consumer expectations.
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Quick takeaways
- Over 40% of young Chinese consumers now prioritize emotional fulfillment in shopping, reflecting a deeper shift in purchasing motivations.
- The rise of emotional consumption poses challenges in product quality and consumer privacy, necessitating better regulations and standards.
Deep dives
Emotional Consumption Redefined
Emotional consumption refers to the tendency of consumers to purchase products based on the emotional satisfaction and psychological comfort they provide, rather than purely practical needs. A recent report indicated that over 40% of young consumers in China prioritize emotional value and personal interests when making purchases. Examples include products like stress balls and phone cases adorned with motivational quotes, which are sought after not for their utility but for the emotional boost they offer. This shift highlights a broader trend where items that resonate emotionally become more attractive, as consumers seek products that contribute positively to their mental well-being.
