P-Generation

They are sure that the society will change for good but they focus more on happiness at this moment rather than tomorrow. They are aware of social issues but tend to think their own interests first.

These are a part of observation about the new young generation who has emerged as a major driving force of this society throughout such events as the 2002 World Cup, Gwanghamun candlelight demonstrations and the presidential election last year.

Cheil Communication surveyed 1,600 young men and women aged from 17 through 30 in five major cities nationwide to find about the attitude and characteristics of the young generation. And it released the results of the 3 months-long survey on June 8, defining the young people as P-generation.

▽P-Generation, Who Are They?

The P-generation is paradigm-shifters who seek to aggressively participate in the society driven by passion and potential power. The new generation is characterized by not only social participation that was booming in the older 386-generation, but also the consumption culture of X-generation, life style of the so-called network-generation and participation of World Cup-generation.

The most notable character of the P-generation was their optimism. 80% of the respondents answered that they believe they could change the society, while 70% said that they think the society has changed for good recently.

The Internet and mobile phones are already a part of everyday life. 80% said that they do not think they could live without the Internet even for a day, and 43% were found to have joined 2.39 Internet clubs on average. Respondents spent 6 hours a day on TV and the Internet.

They spend 250,000 won a month, with about a half used for food and apparel. The number of people using Internet shopping malls increased four times from 2000.

▽Response to Changes and Spread of Information

The P-generation shares problems immediately over the Internet, spurring widespread of issues. In the past, the mass media or public organizations made issues and the public followed their lead, but with penetration of the Internet, the line between leaders and followers has been blurred.

It used to take a year or even decades to make a change, but with the Internet, it is even possible to make an explosive change in days.

Yet, the P-generation tends to be less interested in social issues that are not directly related to their interests. They also have propensity to make judgments based on what they like and do not like, rather than what is right and wrong.

“The P-generation is self-centered and group-motivated at the same time, and rational as well as emotional,” said Kim Ik-tae, brand marketing manager at Cheil Communication. “One thing sure is that they are a main driving force of social changes.”

smhong@donga.com