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hg025.com怎么了 20-year-old middle-aged crisis and 30-year-old baby: disrupted age axis

20-year-old middle-aged crisis and 30-year-old baby: disrupted age axis

Information source: Time: 2020-02-21 02:38:06

Millennium Tongzhou vitality north stream

Once we all took the "age" round of heroes. Older = wealth, experience, achievement, young = poverty, immature, frustrated. But now, the coordinates of "age" have been blurred. Older people are catching up with social trends, and young people have more possibilities.
Text | Youth Magazine Authorized release
Source | Public Account "Youth" (ID: openyouthology001)
Are you post-90s? Are you 25 years old
For a long time, the "age identity" of age and generation has been implied. It is an important reference and coordinate for individuals to make self-cognition and life planning, and to make quick judgments of others.
But today, we seem to be entering an era of age lapse and age coordinates disappearing. From the "88-year-old woman" in Kim Jong Nam's assassination case, to "15-24 years old is a youth" said by the United Nations Weibo. After the pan-90s, they suddenly discovered that although they still brushed the "I'm still a baby" emoji in the WeChat group chat, on the other hand, they were facing the critical strike of "maybe a middle-aged person".
How does this age-confusing phenomenon occur? Is it an incident or will it continue? This report attempts to provide a clear framework for explaining this from the perspective of "age status".
We found that the post-puberty, pre-midlife crisis, and pre-wealth periods all led to the phenomenon of “age trek” after the age of 18 years. Moreover, under the continuous squeeze of the era of individualization, the time of Fengkou and the age of post-metaphor, this phenomenon will happen more widely in the future.
For a long time to come, intergenerational and age identities may be in continuous confusion and dislocation. "What age and what to do" will become an increasingly unsolved question. In an age where the axes are gradually blurred, what we have to learn is to understand and adapt to such trek states.
Age trek one
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Post-puberty, everyone is a baby
"Are you 30 years old? I cried for love six months ago."
——Public Comment of "New World Phase"
Unlike the tide of resignation in the post-80s era, the late 80s and 90s who have continued their self-exploration since the age of 18 have continued to be "unreliable" to the age of 30. On the one hand, the period of exploration to find oneself is infinitely extended; on the other hand, the period of creating possible impulses is infinitely extended.
We call this phenomenon "post-puberty."
1. "Finding Yourself" post-exploration period
One of the core characteristics of "puberty" is that the form of life has not been fully set.
There are a variety of attempts to identify yourself. So many young people always tease themselves and say, "I'm still a baby."
The longing for "baby" is not that the baby can be willful, but that the life of the "baby" has just begun, and there are unlimited possibilities and enough freedom to explore. At the same time, the breadth, depth, and complexity of individual self-exploration are increasing rapidly today. The ultimate proposition of "who am I" is becoming increasingly difficult to answer.
Young people are generally experiencing frequent job changes, trying slash youth, resigning and starting a business to explore themselves. In daily life, I also seek fresh and open experiences to discover myself, from continuous travel and socializing, to popular online courses, to imaginative offline experiences such as the popularity of various art exhibitions and experience activities.
The Japanese drama "Tokyo Women's Illustrated Book", which has been hotly discussed by social media recently, tells a woman's life and emotional experience from 20 to 40. The heroine left the small town and came to Tokyo to work hard. As she grew older, she constantly changed her place of residence, changed her job, experienced the ups and downs of the workplace, and broke up with different types of men. She is addicted to the bustling metropolis.
But in the end, she found that everything she pursued was to meet the standards of "females" in the external world, and who she was and what she wanted most became increasingly blurred in repeated attempts.
2. The post-impulse period of "creating possibilities"
The second core characteristic of "puberty" is that it does not succumb to established adult world rules.
Demonstrate self-worth by creating new possibilities. Today's young people are not willing to put themselves in the established social trajectory, and look forward to creating their own way of existence.
Therefore, we have seen that from the creation of game fans in the entertainment field, Lo Ni fashion design, to the emergence of a large number of media, the popularity of online celebrity live broadcasts, the hotness of e-sports anchors, to nomadic work, hermit mountain forests, and common retirement. People are constantly trying to combine their love, nature and possible ways of life to continue to create new possibilities.
After graduating from the director department of the Central Academy of Drama, the online celebrity "PAPI Sauce", after 4 years of confused life without income, he finally produced a popular short video by relying on his unique sense of humor and expression. In March 2106, PAPI Sauce received tens of millions of financing, and the production of short videos changed from her "non-enthusiastic hobby" into a career with considerable output.
Puberty is continuously postponed, from 18 to 25 years old, then to 30 years old or even 40 years old. The "self" has never been richer and more complex than ever, with unprecedented possibilities.
People hope that they have always been "babies" with infinite possibilities and potentials, can continue to build and plump themselves, and do not have to be "adults" who follow the rules and have no possibility.
Age trek 2
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"Middle-aged crisis" ahead, everyone risks
"How Anxious Rock Teens Face the Age of Desire to Get Insurance"
——Road Shop
The original definition of the middle-aged crisis is that the self-doubt of middle-aged people after the age of 35 to 40 years after family stability and career success is the emptiness and vacuum after the achievement of specific goals in life. But today's “pre-launched middle-aged crisis” refers more to the perceived anxiety and panic when they feel a huge uncontrollable potential risk, but do not have enough security to resist it.
I'm still young, why was I forced to worry and think like a middle-aged man?
1. Control the risk crisis
The "old age crisis" is a mentality that is good at calculations and lacks "aggressiveness". It is specifically manifested in the fact that young people have a wide range of anxiety under the threat of risk, and then adopt a conservative and cautious approach. This way departs from the bravery, passion and creativity represented by young people, and it looks like a middle-aged person in the twilight.
Risk Hedging: In order to deal with risks, many young people have chosen market-based risk hedging methods early. In order to combat expensive medical expenses, a large number of young people have started to buy insurance for themselves and their parents. In order to combat currency devaluation and inflation, young people With a little savings, you start to handle money to maintain value.
Too savvy: "Presenile" also means to start early and wisely and rationally plan the "optimal" route of life. I have already calculated the employment prospects when I am applying for university. After entering the university, I choose courses that are easy to get high scores and the most glorious internship opportunities to ensure my resume. Whether it is postgraduate entrance examination, studying abroad, or employment choices, each step is conservative and savvy. The "maximization of benefits".
Seeking asylum: Some young people, after recognizing social risks and pressures for survival, chose to seek asylum life from their parents and gave up trying to enter the world alone. These young people either follow their parents' suggestions to make career or emotional choices, or simply accept the house, car, occupation and even marriage arranged by their parents, inheriting the experience of their parents and the entire lifestyle.
No matter which one of these choices is made, these young people are well aware that today, with unequal employment opportunities, unpredictable policies, and high opportunity costs, it is the best rule to calmly avoid risks and choose a "safe mode."
The talk show "Round Table" invited Xu Jinglei and Jiang Fangzhou to talk on Women's Day. Xu Jinglei won applause for the image of a new and independent woman, while Jiang Fangzhou, 28, frankly "worried not to marry," and teased that he still had "male power poison", making it difficult to get rid of the demand for women from the mainstream values of society. The worries, anxiety, and self-confidence shown between them seem closer to the "middle-aged mentality" than Xu Jinglei, 40.
This result instead shows the true and uncovered side of Jiang Fangzhou. As a young man pinched by the optimistic mate selection reality and mainstream social concepts, he really faces more than Xu Jinglei, who has a good career and love. Panic and confused.
Just how many people dare to express this directly?
2. Intergenerational change out of crisis front
Faced with the rapid intergenerational growth of the post-95s and post-00s generations, the post-85s and 90s began to face a growing sense of crisis, losing the center of the stage. In today's post-metaphor era, the "out crisis" has arrived earlier than before.
The new generation of idols dominate the screen: Today, the fleshy flowers and elite athletes who are active on the screen are gradually occupied by post-95 generations. From TFBOYS, Dou Jingtong to Liu Haoran, their fans have created hundreds of thousands of retweets on the Internet. Millions of reviews, as well as endless fresh words and a strong fan economy. I have to admit that the stage is being occupied by a younger generation.
Can't keep up with the discourse system: "Bear kids you hate most claim to be" black world "released from Vice and have controlled the" love family "," xie ting ting ", and" deduction "appearing in QQ group chat And other strange words, to the new words created by the post-95 generation in the "We Are All Pippi Shrimp Black Question Mark Faces" released in the noon story. "Middle-aged people" can only keep up with the vernacular and stalks iterating at the speed of light only by studying diligently.
Differences in behavior habits appear: In the article titled "Behind the 00s .. These 5 behaviors after the 90s are really like stepping into middle age", after the 00s counted the "disgusting" of the 90s, For example, "use real name as WeChat ID", "too emotional in the circle of friends", "a young age also claims to be a baby", etc., make people clearly see the speed of cultural change.
Born in 1997, Liu Haoran quickly became popular because of his good performance in a variety of variety shows. He currently has tens of millions of fans on Weibo, and has become a new generation of "boyfriends" and "husbands" in the hearts of post-95s and post-00s. ". When many people found that this sunny and handsome "new husband" was nearly ten years younger than himself, he had to sigh "I am old".
Although they are looking forward to the infinite possibilities of having a "baby", young people who are in the double pinch of risk-controlling premature crises and intergenerational change out crisis are unavoidably anxious and conservative like "middle-aged people".
Age trek three
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"Front of wealth", young can no longer be a reason for poverty
"After the 90's, people have reached the peak of their lives. I'm still in college and can't give people a life?"
——Netizens' comments on Xiaohuang CEO Dai Wei
In this episodic society, the relationship between youth and wealth has never been closer.
Young people found that many peers around them, through "finding the right vents," became young "post-90s CEOs" or "net celebrity anchors" who entered the million every year, and were full of "50,000 yuan monthly salary" or "ready to go public ".
Youth is no longer a disadvantage but an advantage. Venture capitalists are looking forward to creating a new wave of wealth for young people who understand young people better.
At the same time, with the news of Huawei's layoffs for employees over the age of 34, young people can sit on thousands of assets at a young age, and they may be laid off overnight.
"Wealth front" has become a deeply felt phenomenon around young people-youth can no longer be a reason for poverty.
Youth and wealth are no longer alienated
Whether it is a well-received internet celebrity player, e-sports anchor, or endless post-90s CEO, this is reflected. For example, MC Tianyou, who was born in 1991 and is known as the "YY Fast Hand First Red Man", has earned over 10 million yuan, is worth over 100 million yuan, and has accumulated more than 35 million followers.
In the mouth of the air, heroes don't care about their age.
The old notion that people can succeed in middle age is becoming obsolete. The strong renewal and creativity of young people and their representatives is itself a value favored by wealth.
But it is anxious that in the seemingly wealthy sky, most young people are facing higher house prices and more difficult classes to transition. After losing the patience and confidence accumulated by the previous generation, in the frustration and anxiety of not gaining wealth quickly, young people are more likely to obtain "I am doing well" and "I am" by consuming items that transcend the original class and identity. The future is full of possible "security.
Even if there is not enough wealth, mid-to-high end products that show lifestyle and quality have become essential and basic products for young people.
Ran Gaoming, who participated in the election of "Amazing Bizarre Conference", caused heated discussions because he showed his extreme disgust and ugliness about not rich life. He graduated from a prestigious university, took a scholarship every year, worked hard to lose weight, and actively participated in various activities and work, but he saw a lot of peers around him became popular today. He did not catch up with these lucky people and showed great wealth. Anxiety with fame.
And this anxiety has spread widely among young people, and Ran Gaoming is not alone. The popularity of CPB and other "eating soil brands" last year, as well as the "naked loan" incidents that have been exposed, show that more and more young people are treating quality life as "standard", and they would rather be overwhelmed by poverty. Wealth, betrayal of privacy, we must also ensure that we can keep up with this "basic line."
2. Seniors start to decouple from wealth
In the post-metaphor era of advocating innovation and youth, the relationship between "experience" and wealth is gradually loosening. "Older" and "senior qualification" no longer means absolute security.
Entering large companies and promoting management, with rich experience and qualifications, can no longer give modern people peace of mind. Elderly today means more expensive prices, increasingly scarce creativity, and downhill physical strength. In the year of the fight, the "almost retirement" incident has made many people's perception of age further blurred.
In early March, rumors that "Huawei's internal layoffs will begin with 34-year-old engineers" caused a stir. Knowing "How to treat Huawei's request to clean up employees over 34 years old?" This question has accumulated more than 700 answers, and the high-vote answer received 3500+ likes.
Despite official rumors, some employees believe that "when 34 years old, if they are not aggressive, they may be fired." The "aggressiveness" emphasized here still implies a more hard-working young force.
On the one hand, it is unprecedented intimacy with the relationship between youth and wealth, and on the other hand, the inevitable relationship between seniority and wealth begins to decouple. Stability and longevity.
Reason for trek
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Why does "age coordinate" fail?
The core factor contributing to the phenomenon of "age trek" is the uncertainty of this era.
This uncertainty has disrupted all the possibilities of matching the age-the juvenile is no longer poor, the thirty cannot stand, and the forty is likely to be unemployed.
Young people are beginning to wonder what age means to them, and a fixed lifestyle is no longer visible behind every number.
1. The era of individualization: longer self-exploration and more possibilities
The last decade has been a highly concentrated decade of China's individualization process. In the late 80s and early 90s, as the first generation of individuals who grew up in individualized societies, the self-exploration propositions they faced were unprecedentedly complex and difficult.
What they have before them is no longer an established experience and destiny. Everyone shoulders the mission of self-discovery and independent decision-making. The uniqueness of each individual also makes the experience of others no longer of absolute imitation value.
This has led to an infinite extension of its learning period and exploration period.
At the same time, first-tier cities have gradually begun to nurture a true "metropolitan lifestyle", which has more lonely, more inclusive, and more diverse characteristics, and has also become an inclusive place for multiple choices and a hotbed for "babies".
2. The Tout Age: Unprecedented risks and opportunities
Living in the "mouth of the mouth" is like walking barefoot across a beach of risky gravel and opportunity shells. Volatility and uncertainty have become the theme of the times, and highly developed social media have exposed these risks naked to the public, and people have never been so vividly aware of the stimulus brought by the close proximity of risks.
In contrast to high risks and uncertainties, there are opportunities and outlets that seem to be everywhere. The wave of estuaries led by the explosion of cultural consumption, daily consumption upgrades and the Internet industry has brought a blowout of opportunity. Regardless of occupation, education, value, age, everyone has the opportunity to get a share of the admission.
The gaps in financial resources, resources, vision, and experience brought about by "age" have been quickly eliminated in the face of opportunities in the Internet era.
This is an important background for the "age trek".
3. Post-metaphor era: earlier pampering, and earlier abandonment.
In the "post-metaphor era", the most metaphorical value is no longer the experience of the elders, but the younger generation's continuous creation and innovation of society. In the context of the popularity of the Internet, the acceleration of globalization, and the constant explosion of information, it is inevitable that the experience and knowledge of seniors no longer have absolute authority.
The core of the "post-yuyu era" emphasizes the savage growth of innovation ability, always demanding "young and younger".
Therefore, once a newer and more creative new generation appears, the old generation is quickly labeled as "aging" and left behind with their parents, becoming "time immigrants."
Earlier favor and earlier abandonment are the cruelties of the post-metaphor era, and it is exactly what the post-90s generation will continue to feel today.
Conclusion
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Live with trek
This is an era in which the present and the future are intertwined. Opportunities and possibilities are moving at a rapid speed. It used to help us quickly locate the age and intergenerational coordinates of ourselves and others, and we will be in continuous confusion and dislocation in the future.
In the post-90s report entitled "Post-90s Youth: A Small World in the Big Era" three years ago, we said that today's young people are facing an adulthood of infinite predecessor.
Three years later, we see that not only the post-90s generation, but the larger adult population, are all facing the triple impact of post-puberty, pre-adulthood, and pre-wealth periods.
Our immaturity lasts longer, but aging always strikes early. We need to adapt to the endless study, but the patience for wealth has been repeatedly reduced. This kind of pinching and contradiction makes us heavy in heart and anxiety, and this anxiety has swept all adults fairly.
Age trek will continue, and the only thing we can do is live with trek.
For the business world, a series of marketing management behaviors based on demographic attributes including age, market segmentation, value proposition positioning, product innovation, and marketing communication are being further challenged. We are facing a group of adults with disordered age coordinates. Whether it is yearning for life and anxiety, lifestyle choices, or specific needs of category consumption, it is changing accordingly. A series of traditional business judgments based on age can be dysfunctional. This also reveals, on a deeper level, certain phenomena that are difficult to explain by traditional logic in today's tide of consumption upgrade.
Therefore, in addition to the 80-90-95-00 intergenerational segmentation judgments that have been emphasized in recent years, the business world should focus on the key trend judgments of lower-level sharing in the context of the same social and cultural macro changes. Innovation and social innovation seek a deeper source of motivation.
* Author Brief: Youth Journal (ID: openyouthology001): Youth Journal is China's top qualitative market research and youth marketing consulting company. Focusing on young Chinese (aged 15-35), with a vision of "young people driving change", taking root in sociology and anthropology, providing brands with in-depth forward-looking insights, culturally innovative strategies, and culturally collaborative marketing Helping brands become part of culture is more relevant to young people.

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