"Emotional consumption" is on the rise, with nearly 60% of young people willing to pay for emotional value.

In today's fast-paced urban life, "emotional consumption" has become a new way of consumption. Data shows that over 90% of young people recognize the "emotional value", and nearly 60% of young people are willing to pay for emotional value. The recently released "2025 Z Generation Emotional Consumption Report" shows that the proportion of people choosing "happy consumption, paying for emotional value/interest" is 56.3%, an increase of 16.2 percentage points from 2024. The top five popular categories that satisfy emotional value include physical consumption such as plush toys, aromatherapy, stress-relief toys, experiential consumption such as concerts, stand-up comedy, psychological counseling, social consumption such as Disney companions, digital consumption such as digital avatars, digital pets, and collaborative consumption such as collaborations, IPs, etc. For example, according to data from a certain e-commerce platform, the number of orders for trendy toys increased by 100% year-on-year from October 10 to 20.