COVID's Impact: A Sociological and Consumer Division in China

The trauma of COVID has created a profound sociological divide and, with it, a transformation in consumer behavior in China. The pandemic has left visible scars on society, and anyone who lived in China before, during, and after the pandemic can clearly see this. This divide doesn’t just affect the social fabric—it shapes the way consumers are segmented in this market.

China experienced COVID in a unique way. The "zero COVID" policy brought extended periods of relative normalcy, but with highly severe responses to control outbreaks. This experience left a significant psychological impact: uncertainty, stress, and a constant sense of vulnerability. For many, particularly those who faced the pandemic in their youth or adulthood, this translated into risk aversion, a focus on saving, and consumption centered around essentials, with a preference for quality and durable brands.

However, dynamics are shifting. A new group of consumers is emerging—those who were not directly impacted by the trauma: young people who were too small to fully comprehend the pandemic or individuals who were not in China during those years. This group is more open to taking risks and adopts more digital habits, influenced by the technological acceleration triggered by the pandemic. Their focus on sustainability, which was already evident pre-COVID, has now become even stronger.

For brands, this presents a challenge: empathize with the generations marked by trauma while connecting with the new post-trauma consumers. Understanding these differences is not just about marketing; it’s essential for building authentic relationships with consumers in a market as dynamic and fast-changing as China.

#China #ConsumerBehavior #ConsumerTrends