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2025年18-30岁新青年消费趋势报告

广告门会员 2025-04-15
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梁玟玟 自由撰稿人 关注
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在流量碎片化、品牌“祛魅”加速的当下,很多年轻人开始拒绝千篇一律的消费叙事。他们不是不消费,而是更懂怎么花钱、为什么买、为谁而买。这届1995-2007年出生的新青年,正在用理性与情绪并存的方式重新定义消费:他们的消费行为和偏好正在重塑品牌营销逻辑。报告指出,这一代年轻人的消费特征可以概括为“个性化、体验化、社交化和价值观驱动”。


个性化方面,新青年更倾向于选择能够表达自我风格的产品;体验化则体现在他们愿意为高质量的消费体验买单,例如沉浸式购物和互动式服务;社交化意味着消费行为与社交分享紧密相连,品牌需要通过社交媒体与用户建立深度连接;价值观驱动则表明,环保、可持续发展和社会责任已成为影响购买决策的重要因素。


报告建议品牌在营销中注重情感共鸣,通过讲述品牌故事和用户案例,与新青年建立情感纽带。同时,品牌需灵活运用短视频、直播等新兴渠道,打造沉浸式消费体验,满足新青年对新鲜感和互动性的需求。未来,谁能真正理解新青年的“心”,谁就能在竞争中占据优势。


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标签: 2025 新青年 青年消费者洞察 数据报告
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