[Think Tank] People-Centered Approach: How Emotional Consumption Activates Consumer Market Vitality

Why are AI and youth becoming the main drivers of emotional consumption?

Author: Gao Wenjun (Associate Researcher at the Institute of Sociology, Chinese Academy of Social Sciences)

The “14th Five-Year Plan” outlines that “deeply implement special actions to boost consumption, enhance residents’ consumption capacity, improve consumption willingness, adapt to the expanding demand of different groups, and increase the supply of high-quality goods and services, promoting rapid growth in overall social goods and service consumption.” Consumption is not only a key engine for economic growth but also a direct reflection of people’s diverse and multi-layered pursuit of a better life. People are both consumers and producers. Focusing on the changing and satisfying of residents’ consumption needs during economic and social development is one of the ways to expand domestic demand. In recent years, China’s new consumption demands have been vigorous, with emerging new consumption formats continuously appearing, becoming important drivers of unlocking new consumption potential. Among these new formats, emotional consumption is particularly prominent. Data from relevant agencies show that categories covering trendy blind boxes, “Guzi” economy, anime/second dimension, gaming, pets, stress relief and healing, virtual companionship, immersive experiences, concerts, and customized travel are forming a huge consumer market. In 2024, its market size is expected to exceed 2.3 trillion yuan; by 2025, over 2.7 trillion yuan; and by 2029, it may break through 4.5 trillion yuan. Emotional consumption represents a new trend, reflecting changes in China’s economy, society, and culture. Promoting its healthy and orderly development helps further drive innovation in formats and upgrade consumption.

Evolution of Consumption Trends: Material Consumption – Symbolic Consumption – Emotional Consumption

The rise of emotional consumption reflects a shift in residents’ consumption focus from material goods and other-oriented symbolic consumption to emotion (interest)-oriented consumption. In times of relative material scarcity, people valued the material functions and practicality of goods. As society developed, material needs were somewhat satisfied, and people began to pay attention to the symbolic value of goods—mainly the social significance that can represent the user’s social status and taste, which is more other-oriented, characterized by pursuing brands and fashion trends. After both material and symbolic needs are met, people no longer overly focus on material desires or how others perceive them but instead pay more attention to their own emotions and feelings. This type of consumption is more self-oriented, forming a new consumption trend.

1. First, consumption based on self-oriented emotional needs, more personalized and interest-driven. Consumers, especially young people, make decisions more based on their feelings and personal growth, choosing goods or services that align with their interests to satisfy emotional needs. A survey by the Institute of Sociology, Chinese Academy of Social Sciences, involving 6,658 residents, shows that beyond cost-effectiveness, important factors influencing consumption decisions focus on emotional needs—75.3% of respondents chose “to make themselves feel happy,” and 67.8% valued “highlighting personality and taste.” Meeting emotional value has become an important criterion for assessing product or service quality.

2. Second, consumption is becoming more rational; emotional consumption does not equate to “emotionalism.” Because consumers pay more attention to their feelings and comfort rather than others’ evaluations, they are becoming more rational, increasingly valuing cost-performance and quality. A survey by Renmin Zhiku involving 5,304 residents shows that “frugal spending” is a common pattern—56.1% of respondents said they “save where they can, but are willing to spend on what matters.” Emotional consumption is spending to meet personal emotional needs, but it does not necessarily mean impulsive spending; consumers still plan reasonably and buy what they love.

3. Third, residents’ participation and experience needs in consumption scenarios are increasing, favoring experiential and immersive consumption. With the development of digital society and a shift toward self-directed consumption concepts, experiences as sources of happiness and comfort or as the purpose of consumption are becoming more popular—examples include music festivals, “check-in” style consumption, script-killing games, immersive theaters, and local barbecue. These immersive experiences create multi-sensory stimulation, providing comfortable and joyful emotional experiences, forming new consumption formats.

4. Fourth, sharing and interaction in consumption are strengthening. With rapid development of internet technology and the emergence of new consumption modes like “planting” on social media, along with people’s focus on feelings and interests, a trend of sharing and interactive consumption has formed, especially among young people. Sharing shopping experiences and experiences on social media, providing consumption resources and information, and forming interest-based communities have become part of consumption.

Economic-Societal-Cultural Foundations of the Rise of Emotional Consumption

The emergence of emotional consumption is rooted in economic development, digital societal transformation, and cultural change.

• Economically, rising incomes, expanding consumption scale, and upgrading consumption structures promote higher-quality supply. China’s economy has maintained rapid and stable growth, ranking as the world’s second-largest economy. Residents’ incomes have increased in tandem, and consumption scale continues to grow. By 2025, total retail sales of consumer goods are projected to reach 50.1 trillion yuan, a 3.7% increase; per capita consumer expenditure is expected to be 29,476 yuan, up 4.4%. Meanwhile, consumption structure is upgrading from survival-oriented to enjoyment and development-oriented consumption, with more quality and personalized goods and services.

• Societally, digital development has driven emotional consumption and the formation of new formats. On one hand, rapid technological advances and widespread application have spawned new formats like online shopping, internet+ services, platform sharing, and online-offline integration, providing technological support for innovation in emotional products. From the supply side, this diversification offers residents more personalized and customized choices. On the other hand, digitalization has changed lifestyles and created new demand and satisfaction modes. Social media sharing, personalized algorithms, and marketing amplify emotional needs and facilitate precise matching of supply and demand, quickly commodifying emotional needs. Additionally, social media fosters “interest circles,” satisfying identity and social support needs—these communities both amplify demand and promote consumption.

• Culturally, residents—especially youth, the main force of emotional consumption—are shifting their consumption concepts, with social psychological needs interacting with social development. First, in terms of cultural values, Chinese youth are moving from materialist to post-materialist values, emphasizing personal happiness and self-expression. Under post-materialist influences, young people value self-expression and autonomous life choices, seeking high cost-performance, tasteful, personality-affirming products that give a sense of achievement. Second, their needs for recognition, emotional release, and comfort are increasing. During social transformation, with diverse cultures and values, youth may experience confusion in values and identity, needing to build a sense of belonging and express themselves to affirm self-worth. Emotional consumption provides such an outlet. Third, rapid societal development, faster life rhythms, increasing competition, and swift technological updates mean young people must continually learn new skills to adapt. They use emotional consumption to gain joy and release negative emotions. Fourth, with increased social mobility and smaller family sizes, social support systems for youth are becoming more atomized, weakening emotional bonds. Young people increasingly seek emotional comfort through market-based means—purchasing rather than relying solely on family or friends.

In summary, the rise and development of emotional consumption reflect a process of “leading new supply with new demand and creating new demand with new supply.” Its emergence depends on the formation of new needs during social transformation, which drives the development of new formats on the supply side. Conversely, the continuous enrichment and upgrading of supply accelerate and generate new demands, expanding the emotional consumption market. Future development should focus on identifying emotional dynamics, regulating the market, guiding positive emotional consumption, and promoting format innovation—combining “investment in people” with “investment in goods”—to foster a healthy interaction between demand and supply and truly activate market vitality.

【This article is a phased result of the major innovative project “Research on Building a Cultural Power in the Digital Age” (2023YZD051) by the Chinese Academy of Social Sciences.】