Ogilvy HSI Issue 003: IT'S MY LIFE The Dreams of HK's Post-80s

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Our third issue explores HK’s Post-80s Generation. Agree? Disagree? Are you one of the Post-80s? We'd love to hear your thoughts so feel free to leave us a comment!
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  • 1. Ogilvy HSI: HK SERIOUS INSIGHTS “IT‟S MY LIFE” The Dreams of HK‟s Post-80sPhoto: 20s.hk From your friendly planners Clarissa, Wendy, Ruby, & Chester, August 2012
  • 2. The Post-80s have been Stereotyped Self-absorbed “八十後的世界只有自己” (The world of the Post-80s has only Extremist themselves) – Apple Daily Headline They are “violating the core values of our society.” – Former Chief Executive Donald Tsang Unreasonabl Materialistic e “思想壟斷… youngsters choose to “This generation only cares about stubbornly charge ahead with their what facilities they have in their ideals; they may be heading for clubhouses.” – Financial Secretary self-destruction.” – Former Chief John Tsang Chun-wah Secretary Henry TangPhoto: Apple Daily Photo: Goddess of Democracy statue by Lee Chun Fung“The media and the SAR government have portrayed the Post-80s as uneducated,frustrated, bitter and bent on opposing any kind of development.” – Writers Leung ManTo and Tung Kai Cheung 啟 IS ALL THIS TRUE?
  • 3. The Post-80s are a generation of “tiger cubs,” growing up under protective parents intent on providing them the best of everything. "Compared to previous generations tough experience of growing up, the Post-80s enjoyed the fruits of HKs prosperity, never worrying about basic necessities.” – Wong Taiho, a Post-80s The Post-80s were taught to believe that success could be achieved as long as they put their heart into it… “One who has ambition will succeed.” 70% of teens believed that their destinies were in their own hands and that academic performance could “We were taught this formula: Study well, determine success/failure later in and you can be _______!” – Venus Yiu, life. – Youth Opinion Poll of students Post-80s law student turned singer aged 10-19, 2000Photo: yule.sohu.com
  • 4. They Choose Sense OverSensibility…Photo: Post 80s by Project BullseyeTwo-thirds would have rather succeeded in Medicine, law, and accounting were thetheir "career” over other areas of life by the most popular choices for future employment…age of 35… BUT BUT Nearly half would start their own business ifFamily, health, friends and “peace of given the choice.mind” are more important than wealth andstatus. Source: Youth Opinion Poll of students aged 10-19, 2000
  • 5. HavethePost-80sbeenliedto?
  • 6. Disillusioned at Work ss“The Post-80s, unlike earlier generations, experience more difficulties in achievingupward mobility and becoming middle class, even for those with tertiaryeducation.” – HK’s Post-80s Generation: Profiles and Predicaments, by HKUST “We march around like hotshots with our college- degrees as if it’s a ticket to success, but we all end up as just a 打工仔?! (work-horse).”小為 (Siu Wai), satirical Post-80sYouTube star of Tragicomicland With their illusions of professional success shattered, our future leaders feel unfulfilled and trapped without the promising future they were expecting.Photo: Property Report
  • 7. Disillusioned atHome安居樂業?無咁容易!(Settling down? Not that easy!)In Chinese culture, getting married,having kids, and moving out areimportant milestones of adulthood.However, because of bumpytransitions from school to work andsky-high real-estate prices, moreyoung people are dismissing marriage.Some live with their parents even aftermarrying. Ultimately, the Post-80s areforced to delay their rite of passageto independence. Photo: Ming Yung photos
  • 8. Life Trajectory of a Post-80s… 1. The toddler years 2. Going through school Mum says that if I go to Work hard now; get school, I can be rich later! Tutor anything I want! A centers here I come! doctor, lawyer, accountant, or architect! 3. Off into the real world! 4. The first job ONLY 9500 College-degree: Check. MOTHER OF GOD HKD* A Success, you are mine. MONTH?! Blasphemy! *Typical starting salary of young adults in HK, SCMP Hong Kong Salary Index Report 2010
  • 9. 一城不變是香港的特色? (HK never changes) The Post-80s certainly don’t think so. They‟re fighting for change and meaning in their lives. “Occupy Central is a way to present a different attitude to life outside of our capitalist society. People want to live simpler and be happier.” – Ho Jai, Occupy Central camper Young adults “aspire to reclaim city space from boring and monopolizing shopping malls” to improve the livelihood of the next generation – 陳景輝 (Chan King Fai), Post-80s social activistPhoto: HK Asia City
  • 10. Speaking up: magazineSick of the mainstream media stereotyping them as zitty geekswho do nothing but watch porn all day, a group of 高登仔„Golden Boys‟ (members of online forum HKGolden.com)set up their own magazine to speak up for themselves.It is fully self-funded. “Burning up our youth and our money – this is the kind of perseverance that only young people have. If you still have a dream, then don‟tPhoto: Bruce hesitate, act on it!” – ‘The 20s’ editorsTHEMES: Being true to yourself, self-improvement, creativity,resilience
  • 11. Success Redefined:It’s not just about money, swanky flats, and being a professional anymore! Photo: Daydream NationPhoto: Kevin Ma by Fast Company Jing and Kay Wong: Alongside their world-Kevin Ma: Founder of Hypebeast, an online renowned fashion label Daydream Nation,lifestyle magazine that gets up to 3 million these creative siblings also run creativeunique visitors per month globally workshops and events for local HKers Photo Doba official websitePhoto: Post 80s DOBA: HK’s version of Kickstarter shows thatJason Lowe: An ex-financier that started his young people are eager to experiment withown publishing house Gold Rock to have a entrepreneurship, and are willing to helpmore positive influence on the world others do the same
  • 12. Pictured here: Young people have rushed to help clean up the plastic pellets that washed What can brands do? ashore after Typhoon Vicente. Are there passion projects like these that brands can help Win them over by helping them with? fight their battles, e.g… • Build a platform for them to speak for themselves • Give them room to escape parental and societal pressures • Offer opportunities to expand horizons, experiment and take risks • Popularise new role models of success • Collaborate with them on projects they‟re passionate about But don’t be too serious– they have a scathing sense of humour too! Thoughts? Tell us on: Facebook.com/OgilvyHSIPhoto: Joshua Wong Chi Fung
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