China youth share struggles instead of flaunting wealth, embrace ‘comparing misery’
The ‘reverse comparison’ trend is emerging as young people feel immense pressure, seek to move away from consumerism, says expert
An increasing number of young people in China have, in recent years, begun to reject the previous generation’s tendency to flaunt wealth and success. Instead, they are embracing a new trend known as “reverse comparison” concerning income and struggles.
Rather than pursuing branded or high-end products, Generation Z, who were born around the year 2000, are opting for affordable items and competing with their peers over who can achieve the highest cost-effectiveness with their purchases.
Two years ago, a post on a social media platform stated: “My roommate bought two bags of washing powder for only one fen (one cent of a yuan), keeping me awake for two nights,” which garnered 52,000 likes.
Another post read: “I gritted my teeth in despair after learning my friend bought 100 pieces of A4 paper for only 0.99 yuan,” and this also attracted 9,000 likes.
In recent years, online tips on how to survive on just 3,000 yuan (US$440) a month in first-tier cities in mainland China have gained popularity on social media.
A survey conducted among internet users regarding the motivations behind young people’s participation in the trend of “reverse comparison” revealed that 55 per cent of respondents cited changing consumption values, while 35 per cent attributed it to a preference for high-quality yet inexpensive goods, as reported by the Xinmin Evening News.
In addition to competing to purchase affordable products, young people also share their life and work struggles when returning to their hometowns to celebrate the Chinese New Year with their families.
