China's one-child policy has resulted in a generation of "little
emperors" -- many Chinese between the ages of 18 and 24 grew up as
the only child in their household. Data from the most recent Gallup
Poll of China suggest that the youngest Chinese adults, especially
those in China's growing urban sector, are bucking the imperialist
and collectivist traditions of China's past and defining themselves
as individuals. Could this "Gen Y" age group be better termed the
"me generation"?
It's My Life …
Never mind the Confucian work ethic, young Chinese are more
inclined toward a lifestyle devoted to self-actualization rather
than the more traditional "work hard and get rich" mentality. When
presented with a list of philosophies toward life and asked which
one comes closest to their own, 37% of urban Gen Y Chinese choose
"Don't just think about money or fame, but live a life that suits
your tastes." Another 15% believe in living for today, as
characterized by the response, "Live each day as it comes,
cheerfully, without worrying."
The contrast between urban Gen Y Chinese and their counterparts
in the 25 and older category is most stark when looking at
proponents of the "work hard and get rich" approach to life. Only
22% of Gen Y Chinese subscribe to this view, compared with 37% of
urban Chinese aged 25 and older.
… And I Want to Work for Myself (or Maybe the
Government)
Forty-one percent of Gen Y urbanites have full-time jobs outside
the home and another 10% have part-time jobs. Regardless of what
jobs they have now, a large percentage of urban Chinese 18- to
24-year-olds dream of being their own boss someday. When asked what
kind of company they would ideally like to work for, more than a
third (37%) of urban Gen Y respondents tell Gallup they would like
to start their own businesses and work for themselves.
But ironically, the more structured world represented by working
for the state is equally appealing to urban Gen Y Chinese; the same
percentage (37%) would opt for a career in a government department
(23%) or government/state-owned enterprise (14%) as their ideal
vocation.
The Western Influence
Multinational firms see Gen Y Chinese as adventurous and
impressionable, and have focused their efforts on attracting this
target market to their Western wares. Gallup data support the
hypothesis that urban Gen Y Chinese are far more susceptible to
Western influences than are city dwellers aged 25 and older. Eight
in 10 Gen Y Chinese (81%) have watched a Western film in the last
year (compared with 47% of those 25 and older) and 62% of Gen Y
urbanites have purchased Western music (nearly three times the
percentage of the older group). Gen Y also outpaces its older
counterparts in visiting Western or American-themed bars/nightclubs
and eating American fast food.
Bottom Line
Dramatically different from other demographic groups, urban Gen Y
Chinese are leading the globalization of contemporary China. This
group is individualistic, entrepreneurial, and they are eager
consumers of everything the Western marketplace has to offer. Older
Chinese might shake their heads at Gen Y's rejection of the
Confucian ethic, but marketers had better acquaint themselves with
this group of early adapters who defy convenient stereotypes of the
Chinese consumer.
