Gen Z’s “45° Lifestyle” Trend in China

Welcome to the new issue of our newsletter "ChinaBiz Chronicles".

Let's dive in.

The “45° Lifestyle”: A Fresh Perspective from Gen Z in China is a rising trend among Chinese Gen Z that signifies a shift in how young people approach work-life balance.

Unlike the extremes of “lying flat” (giving up on the rat race) or “996 culture” (working 9 a.m. to 9 p.m., six days a week), this trend focuses on finding a middle ground—balancing career aspirations with personal satisfaction and well-being. It reflects a broader cultural movement where Chinese youth are seeking fulfillment in everyday life rather than relentlessly pursuing success or disengaging entirely.

Chinese Gen Z is redefining work-life balance with the '45° Lifestyle'—a perfect blend of career ambitions and personal satisfaction.

This trend isn't about choosing between career and leisure; it's about integrating both seamlessly.

It's all about finding a perfect balance between work and personal life, aiming for a healthy 45° angle rather than a steep climb.

Why is this important?

Gen Z values flexibility, mental health, and meaningful experiences over rigid traditional career paths.

They seek a harmonious blend of professional success and personal well-being. For example, many opt for remote work, creative side gigs, and prioritizing time with loved ones.

This approach fosters innovation and resilience. As business leaders, we must understand and adapt to these evolving expectations. Creating flexible work environments isn't just a perk—it's essential for attracting and retaining top talent.

Brands, are you listening? This demographic values authenticity, mental well-being, and meaningful experiences.

Want to succeed?

Start by offering products and services that resonate with their balanced lifestyle. Think beyond traditional marketing. Engage them with stories that inspire, support mental health initiatives, and offer flexible, life-enhancing solutions. Now's the time to adapt and thrive alongside this dynamic generation.

Key Elements of the "45° Lifestyle":

1. Career with Purpose: Today's Gen Z in China aren't just climbing the corporate ladder—they're redefining it. They're intensely focused on aligning their careers with personal values and mental well-being. Financial success isn't the sole goal anymore. They crave roles that foster growth without pushing them to burnout.
2. Emphasis on Personal Satisfaction: Gone are the days of the rigid "all or nothing " & Postwork ethic. This generation is championing careers that offer flexibility and fulfillment. They invest in emotional and spiritual growth, balancing work with travel, cultural escapades, and cherished moments with family and friends.
3. Nostalgic and Traditional Influences: Amidst the digital age, there's a refreshing pivot towards traditional Chinese culture. From “new Chinese style” fashion to retro aesthetics, Gen Z is embracing culturally rich experiences. Their media and product choices reflect a deep sense of nostalgia and comfort.

How Brands Can Cater to This Trend:

In today's evolving market, understanding the "45° Lifestyle" is essential for any brand aiming to stay relevant.

? Flexible Work Arrangements: Brands must champion work-life balance. Flexible hours, remote work, and a focus on mental health can be game-changers. Companies fostering purpose-driven environments will naturally attract and retain young talents eager for a balanced yet fulfilling career.

? Mindfulness Products: Gen Z seeks more than just utility—they desire relaxation and enhanced life quality. From self-care essentials to immersive travel experiences, products promoting mindfulness are key. Brands should think about how they help consumers disconnect and rejuvenate.

? Cultural Integration: The "new Chinese style" marries tradition with modernity. Brands adopting this trend can offer culturally-themed fashion, décor, and unique experiences. Nostalgia blended with contemporary aesthetics isn't just appealing—it’s powerful.

? Support Personal Growth and Development: Beyond physical products, Gen Z appreciates brands that support their journey of self-improvement, offering opportunities for learning, skill development, and personal reflection.

6 Gen Z trends in China that marketers can't afford to ignore in 2024!

1. Honoring Traditional Chinese Trends and Retro Content - Gen Z is redefining cultural trends by bridging the past and present. Beyond the pandemic, a wave of nostalgia is reviving traditional Chinese culture, local customs, and retro elements, creating a vibrant tapestry of joy and authenticity. Gen Z embraces distinctiveness over conventional beauty, captivated by bold, unconventional aesthetics. On Xiaohongshu, posts on “new Chinese style” total 8.33 million, influencing fashion, decoration, and makeup. Taobao saw a 380% increase in searches for this trend in 2022. Additionally, Gen Z revives Y2K fashion to escape economic woes and pandemic struggles, using bright, vivid tones.
2. Living a Fulfilling Life - Gen Z rises above the competition, embracing a simple, content life. They value everyday joys over constant striving. Post-COVID, emotions are key for Gen Z, much like everyone else. They've moved past inner conflicts and now view the world with clear eyes, seeking genuine experiences and showing bold responses.
3. Embracing AI: AI is transforming Gen Z's lifestyle. Recognizing its impact is crucial for brands to connect effectively. Gen Z leads in AI innovation, especially in entertainment. Tech advancements and online socializing offer Gen Z platforms to gather and connect. 83.6% of Gen Z are socially active, with 70% in China eager to expand their digital connections
4. Embracing Hybrid Entertainment - Gen Z seamlessly blends diverse entertainment and cultures, creating shared joy. eSports thrive among Gen Z, with 504 million enthusiasts in China by 2022, mostly under 30. It's not just about playing; many enjoy watching too. Notably, 87% of Chinese eSports fans made related purchases last year, showcasing their eagerness to invest.
5. Embracing Social Identity - Gen Z craves unique, personalized social experiences. They value spiritual fulfillment over material gain, influencing future generations. Their identity includes nicknames, MBTI types, and platforms.
6. Purposeful Consumption and Gen Z - Gen Z is redefining consumption. They prioritise products that bring true emotional satisfaction and enhance their well-being. The pandemic reshaped their worldview, making them value culture, emotional connection, innovative technology, entertainment, social influence, and value for money.

How is your brand tapping into these evolving cultural trends?

So, how can marketers resonate with this ever-evolving demographic?

Marketers need to create meaningful connections with this generation.” Engage with Gen Z's values. Build lasting brand relationships.

Here's to your continued Business success!

Regards,

Kanika

P.S. Follow me, Kanika Arora, for exclusive business insights and expert analysis tailored to help you navigate the complexities and opportunities of China's dynamic market. From emerging trends to actionable strategies, my LinkedIn newsletter delivers the latest in-depth analysis and practical advice to drive your business success in China. Don't miss out - click 'Follow' now and join a community of forward-thinking professionals dedicated to mastering the intricacies of China's business landscape!"