A new wave of change is sweeping through China’s older population, according to the “2024 Silver Generation Consumption Report.” The report highlights the growing convergence between the lifestyles and preferences of elderly Chinese citizens, referred to as the “silver generation,” and younger consumers. This shift reflects broader trends in Chinese society, where traditional generational boundaries are increasingly blurred.
A Population in Transition
China’s aging population is expanding rapidly. As of the end of 2023, there were nearly 300 million people aged 60 or older, accounting for 21.1% of the total population. Forecasts suggest that by 2035, over 400 million people will belong to this demographic, marking a transition to a “deep aging society.”
What makes the silver generation unique in China is their relative youthfulness. More than half are aged between 60 and 69, and many are well-educated, financially stable, and open to exploring new experiences. These “young seniors” mirror younger generations in their willingness to embrace new technology, consumer trends, and social activities.
Blurred Lines Between Generations
The study identifies a growing overlap in consumption habits and leisure preferences between younger and older generations. Both groups are drawn to similar activities, fashion trends, and even skincare routines. For example, walking, hiking, badminton, and cycling rank among the top recreational activities for both demographics, revealing a shared commitment to active lifestyles.
When it comes to travel, both groups gravitate towards local exploration, favoring short trips, city walking tours, and visits to mountainous areas for relaxation or outdoor activities like camping and meditation. This shared enthusiasm for “City Walks” reflects broader trends in urban China, where walking through cities has become a popular leisure activity.
Fashion, Skincare, and Technology: Shared Preferences
Interestingly, the silver generation and younger consumers are aligned in their wardrobe choices. Sweatshirts, athleisure wear, and wide-leg pants dominate both groups’ wardrobes, along with preferences for neutral colors like grey, beige, and brown.
The overlap extends to skincare routines, where simplicity is key. Many older adults adhere to minimal skincare practices, using basic moisturizers, prioritizing sun protection, and maintaining a strong focus on cleansing—habits equally popular among younger consumers.
Technology adoption is another area where generational lines are blurring. Both older and younger Chinese consumers show keen interest in AI-powered smartphones, wearable health-tracking devices, and foldable phones. This enthusiasm for cutting-edge technology reflects the silver generation’s growing digital fluency.
The Rise of the “Young-at-Heart” Elders
The report underscores how the silver generation’s behavior has shifted from being cautious and thrifty to actively engaging in consumer culture. This change is driven in part by younger family members influencing their elders to adopt modern habits. Older consumers are increasingly open to spending on experiences and products that enhance their quality of life, from health supplements to online shopping and travel.
Moreover, younger people are embracing aspects of traditional senior lifestyles. Activities once associated with retirees, such as shopping at local markets and practicing Tai Chi, are now trendy among younger consumers. This phenomenon, dubbed “old-style consumption” by the report, exemplifies how cultural exchange between generations is reshaping consumer behaviors.
Internet Savvy Seniors
The digital divide between generations is shrinking rapidly. By the end of 2023, 1.71 billion people aged 60 and above in China were actively using the internet, comprising 15.6% of the nation’s internet users. These silver surfers participate in a variety of online activities, from shopping and mobile payments to streaming videos and interacting on social media.
The data reflects the growing role of e-commerce in their lives. Between January and September 2024, the number of senior shoppers, online transactions, and total spending increased significantly compared to the same period in 2019. This surge underscores the silver generation’s willingness to embrace digital tools and platforms, a trend that continues to shape China’s consumer landscape.
Embracing Health, Beauty, and Leisure
Health remains a top priority for the silver generation, with many investing in fitness and wellness. Purchases of health supplements, fitness equipment, and digital health monitors have surged. The report also notes an increase in participation in recreational activities, from photography to musical instruments, illustrating a commitment to lifelong learning and self-expression.
Additionally, there has been a marked rise in the consumption of beauty products and jewelry among older adults. Many are opting for high-quality skincare and cosmetic treatments, reflecting their desire to maintain a youthful appearance. This trend highlights the silver generation’s rejection of conventional aging norms and their pursuit of personal fulfillment.
Conclusion: Redefining Aging in China
The findings of the “2024 Silver Generation Consumption Report” challenge traditional notions of aging, painting a portrait of a vibrant, active, and digitally engaged demographic. China’s silver generation is not only living longer but also living better—embracing trends, technology, and lifestyle choices that were once associated primarily with younger people.
This convergence of consumer behavior across generations offers a glimpse into the future of Chinese society, where age becomes less a determinant of lifestyle and more a matter of personal choice. As this dynamic evolution continues, brands and businesses will need to adapt to cater to the needs and preferences of a multigenerational consumer base that defies conventional stereotypes.
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