Understanding how mini-generations define themselves and each other is a valuable asset for brands that hope to reach "youth" in China. This presentation defines and illustrated how generations have been expedited. - The Bergstrom Group

1. Compact Generations in China
Get to know 70s, 80s, 90s and 00s!
PERSPECTIVE
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2. INTRODUCTION In China, with the expedited
pace of development, generations since the Cultural
Revolution have been compacted; a new breed has
emerged every decade with its own tastes, ideals and
behavioral norms.
Photos thanks to trendspotters and staff:
Zhouwei, Toni and Gennie
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3. Traditionally speaking, a generation is considered to span 25-30 years. It is a term used to
connote an evolution in lifestyle from parent to child.
The term “youth” is too broad. When brands contemplate who is their ideal v. actual
consumer, they have to be specific about which subset of “youth” they are targeting.
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4. China’s Eldest Child:
‘70s
The 70s generation came to life at
the end of the Cultural Revolution
and before the One Child Policy.
At this time, people were
preparing for change but really had
no idea what would come next. The
last generation where siblings were
common, 70s grew up with a
strong work ethic, sense of
community and a respect for their
role in the family.
70s are more stubborn and
conservative but also have a strong
sense of responsibility.
- Nina, female, 28, Shanghai
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5. China’s Middle Child: ‘80s
The 80s generation was the first to break into
new China, the first to be raised as only
children under the One Child Policy and the
first to embrace individualism. Armed with the
financial and social protection of 6 adults
(parents and grandparents), 80s experimented
with brands and other capitalist trappings such
as “office lady” ideals.
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6. 80s pursue a bourgeois kind of life. They appear open on the outside but have a conservative
inner world. They are never satisfied with the present.
- Nina, female, 28, Ningbo
The 80s generation should be separated into 2 parts: pre-85 and post-85. Those born before
1985 are similar to the 70s, but are more energetic. Those that came after 1985 are going
through a confusing period. We haven’t figured out what we want exactly.
- Gavin, male, 24, Foshan
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7. China’s Youngest Child: ‘90s
Not intimidated by going against the mainstream, 90s have earned a reputation for rebellion.
Tattoos, piercings and brightly colored hair are all external symbols that other generations
have not been as keen to adopt. Emboldened by the Internet and changing definitions of
private space, 90s have openly expressed their sexuality, violent or even suicidal thoughts.
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8. 90s are easily attracted by
superficial charms. They are
running ahead of the times but are
far from mature.
- Nina, female, 28, Ningbo
People know 90s to be self-
centered and independent but we
are excellent - having our own
thoughts and creative spirit.
- Yurica, female, 19, Shanghai
Gennie (trendspotter, 19, female, Nantong) brought her panda head to show us what
she sees in Sichuan
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9. China’s Latest
Addition:
‘00s
We are already noticing that the newest members of the family are developing a reputation.
The first youth group raised by parents not educated during the Cultural Revolution, they
seem unaffected by the past. With mature dress, speech and behavior, this generation has
been known to exhibits less filial piety and respect for authority than previous youth groups.
But then again, the 00s have just begun to exhibit their own character. Stay tuned to see what
happens next.
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10. A series of scary photos of a
00s girl
Parents are changing how they educate their post 90’s or 00’s children. Many of them tend to raise their
kids in a more liberal, Western way now. They give direction but they don’t interfere.
- Sally, female, 23, Shanghai
90s have many creative ideas and thoughts. They hold their own opinions and have a sense of purpose.
00s, however, are unrestrained, and crazy.
- Mengmeng, female, 16, Shanghai
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11. Thinking Inside The Box
Definitions from a young Chinese blogger
Career Money Friendship Relationship
Make friends with those who
Workaholi Have
70s have a good background or Want a virgin wife
cs savings
power
Refuse to
Make friends with those who All that matters is
80s work Have debts
share the same interests love
overtime
Have Make friends with those who Do we need
90s No work
daddies have tattoos. love?
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12. ..
ABOUT US
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13. OUR STORY
Established in 2006, The Bergstrom Group has developed a reputation for
providing vivid customer immersions for brands and agencies. We began our
commitment to China by focusing on youth and have since broadened our scope to
include women and lower tier consumers.
Based in Shanghai, our on-the-ground team of subject matter experts, researchers,
trendspotters and photographers is dedicated to telling the story of new China in a
way that is both authentic and actionable.
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14. GET CLOSER
www.thebergstromgroup.com
info@thebergstromgroup.com
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