imagesReport

The hopes and expectations of Shanghai Millennials and Generation Zers for 2022

Release date
January 2021
# of pages
10
Agency
Intage Inc.
Report price
Free
Target countries
  • ChinaChina

Description

Shanghai, China's largest commercial city, is a place where trends and
history intersect, and one Asian city that is on the rise.

What kinds of hopes do the young people, who have already overcome
the coronavirus pandemic and are expected to lead China (Shanghai) in the future, have for their lives ahead?
What kinds of enjoyment do they seek?

Our aim was to decipher the underlying “meanings”.

This tool collects and compiles visual materials based on the results of a survey and workshop
with the aim of inspiring insights into life in the near future.

Summary

Based on the results of the survey and the workshop, the following three themes were derived as the three lifestyles of Shanghai's 20's that would make life more enjoyable than it is now.

Drive my positive spiral!
自分の日々の生活づくりが、社会づくりにスパイラルアップする暮らし

Gotta be sporting to go courting!
健康を魅力的に訴求して、彼女をつくる

HINEBE-ism
火鍋とは人の集まりのある楽しい毎日の象徴

Check the detail by downloading the Inspire Book from the bottom of this page.

Related information

▼日本・インドネシア・インド　
マインドディスカバリーマップから読み解く、「世界の働く女性たちが描く、5年後のありたい自分」とは？
「5年後はどうありたい？アジアの働く女性の価値観、国際比較」

▼マインドディスカバリーマップから読み解く、2020年　日本の生活者が楽しみにしていることとは？
第1回　20代女性編
第2回　20代男性編
第3回　50代男性編
第4回　50代女性編
第5回　～2020年に捧ぐモノローグ　過去と対話する～

▼マインドディスカバリーマップから読み解く、世界のミレニアルマーケ ター（20-35才）が描く、自身のキャリアや業界の近未来とは？
2025年へ、世界のマーケターが描く“期待”とは

▼デ・サインリサーチのご紹介はこちら
デ・サインリサーチ

Research design

Methodology: Internet survey *PAC-i analysis & image collection
Respondent criteria: Single men and women aged 22-29 who work full-time

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