How are today's young people spending their money? They might complain about being "broke," yet willingly pay for limited-edition blind boxes, niche perfumes, or impromptu trips. They haggle over group buys, full-discounts, and price comparisons, but spare no expense for beloved IP products—even at a premium.

Their consumption logic, contradictory (seemingly contradictory), follows a distinct pattern. So, what drives their behavior, and how can brands turn them into loyal fans? The New Youth Consumption Trend Report analyzes the decision-making mechanisms, emotional traits, content preferences, and digital influences of "Heart" consumers (aged 18-30), offering marketing insights for fast-moving consumer goods, smart technology, beauty-luxury, culture-tourism, and digital industries to seize new growth opportunities.

Do You Truly Understand the Shopping Logic of "Heart" Consumers?

Why are consumers born between 1995 and 2007 called the "Heart" consumption group? Growing up during the boom of the PC and mobile internet eras, they witnessed the rise and integration of overseas and domestic brand cultures. Now entering adulthood, the workforce, or facing marriage decisions, their mindset, consumption psychology, and behavior are shaped by their unique era and environment.

In recent years, with AI technology permeating all industries, the internet landscape has shifted, altering their consumption concepts. As the core force in commercial consumption, they largely dictate industry trends. Through over 2,000 surveys, we found their defining trait is "heart"—brands must connect emotionally. Here’s why:

1. "Cost-performance + Heart-value": A Dual Decision Mechanism of Rationality and Sentiment

Beyond extreme cost-effectiveness, emotional experience has become non-negotiable in young people’s shopping journeys. Their consumption philosophy balances "rational" and "emotional" decision-making: weighing product cost-performance and quality (shaped by recent consumption downgrading) while pursuing emotional value from purchases.

Surveys show that among consumption drivers, over half of "Heart" consumers cite "product cost-performance" as the decisive factor, far exceeding "brand" (6.5%) and "appearance" (5.2%). "Performance/durability" (19.6%) and "emotional value" (17.5%) also rank high. This means they prioritize both practical value and emotional satisfaction, replacing traditional brand(premiums), celebrity endorsements, and trend-driven consumption with personalized "heart-value"—whether a product offers genuine emotional value at a reasonable price.

2. Total "Disenchantment"! Authenticity Resonates Deeply

"Heart" consumers have developed immunity to traditional marketing. Growing up in an era of brand worship, they see through flashy slogans and tactics, trusting only what they observe and feel. Their trust in brands and products hinges on the simplest standard: authenticity.

Data shows they value "brand authenticity" over "fame." Over 80% are more likely to buy based on "real user experiences," and over 50% on "influencer reviews." Marketing content that’s genuine, representative, and leaves room for self-judgment resonates most. Thus, their brand loyalty is built on "sincerity," not marketing hype. Brands must showcase real user feedback, R&D processes, and values, not rely on exaggerated promotion.

3. Self-Enjoyment Over Social Image

Young people’s consumption decisions increasingly center on "self-pleasure," truly "buying for themselves." The survey categorized consumption psychology into eight emotional types: self-indulgent, sticky, healing, companion, impulsive, curious, nostalgic, and social.

Self-indulgent consumption (47%—meeting personalized needs) emerged as the top driver, followed by sticky (15.4%—stable emotional rewards) and healing (12.8%—emotional comfort). Social consumption (3.8%—seeking group recognition or face) ranked lowest. This means they buy for their desired lifestyle, not external approval. The logic of "self-pleasure first" is eclipsing "show-off consumption," prioritizing deep self-satisfaction.

4. Digital Natives: Digital Consumption as the New Normal

As internet natives, "Heart" consumers live highly digitized lives, embracing online shopping and paying for digital content. According to Jinghong Research, 67.22% of HarmonyOS ecosystem "Heart" consumers used over 30 apps daily in 2024, driving their higher willingness to pay for digital content than previous generations.

Over 70% subscribed to paid content or app memberships in the past year; nearly 60% spent on in-game purchases; nearly 40% paid for short videos/live streams; and nearly 30% bought online novels. Digital content has become a key consumption category. Their enthusiasm for digital content also spills into cross-border products—e.g., the 2024 hit game Black Myth: Wukong boosted shopping interest in gaming consoles, culture-tourism, coffee, and TVs, with PS5 热度飙升 1566% (popularity surging 1566%).

For brands, traditional shelf e-commerce is less effective; content-driven, interactive, and community-based interest e-commerce is mainstream. Creating effective touchpoints in young people’s digital lives is key.

5. Smart Life Advocates and AI Product Tasters

"Heart" consumers embrace smart products more than previous generations, willing to try new technologies and pay for those enhancing life quality. Over 50% bought smart products in the past year, with 15.3% being "avid fans," and nearly 40% plan to purchase smart devices within three years.

Electronic communication products (phones, watches, headphones, glasses) remain their top choice, followed by smart home appliances and entertainment devices. Technology-driven convenience and quality of life are indispensable. As a generation growing up with rapid tech advancements, they eagerly adopt new technologies and products, evident in the popularity of AI applications.

In summary, "Heart" consumers are reshaping market rules. They are more rational yet swayed by emotional value, pursue authenticity while immersed in digital lives, love innovation but prioritize self-fulfillment. Brands must engage them through emotional value, real experiences, digital content, and smart experiences, not just traditional marketing.

"Heart" Consumption, "Heart" Strategies

Under the consumption revolution led by "Heart" consumers, how can businesses seize new needs with innovative marketing? Based on their habits, mastering these keywords is crucial:

Keyword 1: Targeted Approach

In the information age, mass-exposure marketing fails. "Heart" consumers ignore generic content, preferring "truly valuable information." Surveys show over 60% favor in-depth content (popular science content), and over 40% focus on new technology marketing, seeking "knowledge increments" and "innovative experiences" beyond basic functions. Thus, they prefer "knowledgeable" brands over boastful ads.

Channel selection matters too. For FMCG, 60.2% still use traditional shelf e-commerce (Taobao, JD.com), while 22.9% opt for interest-based platforms (Douyin, Kuaishou), making short videos and live-streaming key shopping channels. Brands must adjust strategies based on product attributes and audiences, matching content to channels for optimal efficiency.

Keyword 2: Authenticity and Reliability

Pragmatism prevails, and "Heart" consumers are immune to exaggerated marketing, trusting real user reviews and product tests. Flamboyant ads or over-packaging often backfire. In an era where consumers scrutinize brands, mismatches between promotion and experience spark rapid negative feedback on social media, harming reputation. To win favor, brands must reduce hype and emphasize tangible value and perceivable experiences.

For example, in skincare and home goods, the "celebrity endorsement + high premium" model is fading; consumers prefer ingredient analysis, usage feedback, and test data. In tech and food, "real product power + information transparency" should replace concept (hype), allowing consumers to feel value, not just hear claims. Brands can share real user stories, use KOCs for authentic reviews, spread experiences via short videos and social media, showcase factories or raw materials, or invite offline visits to build trust.

Keyword 3: Emotional Experience

For "Heart" consumers, consumption extends to emotional value. In high-pressure society, emotions like relaxation, companionship, and healing are key. For instance, 76.2% prioritize "entertainment and energy recovery" when planning trips, and 57.7% of digital content payers seek relaxation, healing, and companionship to relieve stress.

Brands should focus on shaping emotional experiences, not just selling products. For example, new consumer brands use humorous content, warm visuals, or "stress-free" installment plans to deliver joy, making products more appealing.

Keyword 4: Security

With digital and smart product adoption, young consumers care about privacy and data security. While enjoying smart experiences and personalized recommendations, they worry about data abuse. Surveys show "Heart" consumers prefer transparent brands with strong privacy protection, unlike previous generations.

Brands must improve data collection, privacy policies, and transparency—e.g., offering data management options, clearly labeling data usage, strengthening encryption, or launching "private modes." Attitudes toward privacy directly affect trust; brands prioritizing secure, transparent data management will win young consumers.

The Generation of "Overturn and Reconstruction"

"Heart" consumers are reshaping China’s consumption culture. Their unique upbringing, marked by decades of rapid commercial change, drives them to further "disenchant" brands, project self-values onto products, and increasingly favor domestic brands.

They love Guochao (Chinese national trend), expect Chinese brands in all industries, avoid impulsive consumption, and seek freshness in new scenarios and categories. In the next decade, guided by rationality and emotion, they will vote with their purchases for new Chinese consumer brands and cultures that align with their values.