“2033 Generation” Sets Spending Trends

“K,” a 29-year-old female who graduated from a prestigious university and works for an advertisement agency, is a member of the “2033 generation” a newly coined term for dynamic consumers aged 20-33.

“I went to Saipan with my friend during summer vacation. I want to get as much as pleasure before marriage,” she says. “I have some boyfriends, but I don’t see them as Mr. Rights. I like one of them who helped me move to a new place. But we are not in a relationship, so I cannot present him as my boyfriend. We are just seeing each other.”

She is happy, single, and seeing a “date friend,” who doesn’t restrict her. And she has been enthusiastic about developing herself. She is learning a foreign language from when she was in college and preparing for her internship and studying abroad. She is learning Yoga twice a week. She often attends various kinds of gatherings as human relations are important for a healthy social life.

She frequents Thai and Greek restaurants and recently bought a Russian style overcoat.

Pursuing Material Gains, Not Restrictions-

LG Ad, an advertisement agency released a report titled: “Nine new trend keywords of the consumer-centered 2033 generation” on December 18, which was written through interviewing trend leaders, analyzing texts and observing consumption.

This report shows that the 2033 generation has a tendency to enjoy single life by making friends for dating, rather than being restricted to marriage. Whenever they have the chance, they try to make themselves up to look more attractive and go out on weekends to have fun.

The report explains that there has been a trend of differentiating love from marriage, but these days also see a tendency to distinguish ones for dating from those for loving.

They also know more anyone else that money is needed for obtaining pleasure.

In order for this to happen, they actively develop themselves, and minutely and strategically make human relationships with their own purposes in mind, breaking away from regional and academic relationships. They are free-hearted and would be fine with inviting people they don’t know to their birthday party.

A Vogue That Doesn’t Follow a Vogue Is Real-

According to the report, the 2033 generation doesn’t follow a vogue blindly: it makes its own style. They no longer live in a country where one buys a lottery ticket if others do, and one feels relieved carrying a fake when others carry the famous brand-name items.

They don’t stick to English and American cultures, and enjoy third world cultures such as those from Africa, Greece and India.

In addition, they are “cresumers” (creative consumers) who go beyond the level of meeting their needs through consumption, and express themselves through consumption.

LG Ad added that they tend to prefer analogue media, such as letters and cards, to the digital media they are very familiar with.

Han Chang-gyu, director of LG Ad, said, “They don’t have a fear of digital gadgets, have benefited from a new image culture, and have an international viewpoint thanks to backpacking trips. Corporations need to have a differentiated marketing strategy targeting the characteristic and dynamic consumers of the 2033 generation.”

Jae-Dong Yu jarrett@donga.com