The new trend among young people in 2024: zero-sugar socializing, shallow socializing, and socializing with friends...

Why are more and more young people falling in love with zero-sugar social networking recently? This article will help you explore the reasons and further understand the new trend of young people in 2024. At the same time, this article is also recommended for entrepreneurs to read to understand the consumption needs and consumption habits of today's consumers.

More and more diverse life scenes and leisure methods are driving changes in social methods. Recently, the Weibo topic #Why do young people love zero-sugar social networking# has been on the hot search list, sparking heated discussions among netizens. Netizens unanimously believe that now "young people are popularizing a very refreshing social interaction."

Social hot spots have focused Mr. Bingfa's attention on the changes in social methods. What new social methods have emerged in the consumer market in recent years? What are the obvious characteristics of the new social methods?

1. Review of the social methods that have emerged in recent years

In the interpersonal interactions of contemporary users, whether it is a new way of socializing or interpersonal relationships in the traditional sense, respect and sincerity are prevalent throughout. In addition to providing young people with the possibility of socializing in a comfortable state, it also deepens their connection with society. Almost every new social model has its own audience and characteristics.

1. Zero sugar social

Originally, the concept of zero sugar came from beverage marketing. With the popularity and development of the concept of health preservation, zero-sugar food and beverages have gradually become popular in the consumer market. For more consumers, zero-sugar products mean healthy and burden-free enjoyment, as well as a more relaxed and happy mentality.

Nowadays, the trend of zero sugar has spread to the social circle. Zero sugar social interaction refers to the fact that young people today do not want to rely too much on others to provide emotional value, and want to keep a certain distance from the people around them in social interactions. In this way, they will not have too many social expectations, and while maintaining their own personality, they can effectively avoid the pressure brought by social interaction, and keep their social behavior in a more relaxed and free state.

At the same time, zero-sugar social interaction is also regarded by young people as an unrestrained, refreshing and equal interpersonal relationship. There is no face-saving thinking and emotional maintenance in traditional interpersonal relationships. There is no need to disclose too much of one's private information, and naturally there will be no uneasiness and anxiety brought by uncomfortable social relationships.

2. Shallow social interaction

If the focus of zero-sugar socializing is self-regulation, not oversharing, and a positive and healthy lifestyle, then shallow socializing is more like a social relationship between strangers.

Shallow socializing is a way to quickly establish interpersonal relationships by dividing circles based on interests. They may have met once or twice, or participated in the same dinner party by chance, or have been in contact with each other because of other relationships, so they seem to be very familiar with each other when they meet again.

At the same time, shallow social networking focuses on the accumulation of connections. Behind the "familiar faces" is the public's pursuit of a quick and novel way to accumulate connections for future use. At the same time, shallow social networking focuses more on the number and breadth of relationships between people, while ignoring the depth.

3. Socialize

Like shallow social networking, it is a type of social networking where circles are divided by interests. It is a relationship shallower than friendship but heavier than colleagues. The handling of social relationships is also more flexible and free. It is called precise companionship in vertical segments, such as meal companions, travel companions, nap companions, travel companions, and drama-watching companions.

In the "Hook-Up" social relationship, users divide the intimacy they need into different dimensions, such as work, entertainment, travel, and slacking off, aiming to find someone willing to accompany them in a more segmented way, so as not to fall into a lonely atmosphere. Different from the breadth and quantity of shallow social interaction, the "Hook-Up" social interaction culture pays more attention to the refinement of the circle, and is regarded as an efficient, fast, easy and simple way of socializing.

At the same time, DaZi social networking also seeks resonance in values, self-expression, interests and hobbies, and lifestyles. In addition to accompanying each other, they can have deeper exchanges in areas of their interest.

Zero-sugar social interaction emphasizes relaxed and free social relationships; shallow social interaction has its own requirements for the number and breadth of interpersonal relationships; and partner social interaction, which seems to focus on precise companionship, actually has extremely high expectations for emotional value.

In addition, the social methods that have developed in recent years include e-sports social networking, sports social networking, CityWalk and other social models. On the one hand, this is a reflection of the fact that contemporary consumers are more willing to choose, plan and explore social models themselves. On the other hand, new types of social networking are more like ways and channels to relax.

2. What are the obvious characteristics of the new type of social networking?

The constant changes in social methods reflect the changes in the social mentality of contemporary consumers. This makes people wonder, what are the obvious characteristics of the new social networking? What enlightenment does this have for brands?

1. Obvious circle-based characteristics

The pressure and competition in today's society will bring certain psychological burdens to people, making them anxious and uneasy. The new social activities that have emerged are more like people seeking a strong social integration with a familiar circle. They rely on popular hiking, cycling, e-sports, frisbee, tourism and other simple and popular activities to gather wide attention and discussion. In addition to achieving entertainment, they can also relieve tension and anxiety.

Although being alone is also seen as an important way to combat complex emotions, humans are social animals, and social alienation itself can cause people to feel strong loneliness. People explore the boundaries of interpersonal communication through circle-based ways and strengthen their connections with society, which helps to stimulate people's deep inner joy and strengthen their close ties with society with a distinct group identity.

2. Pursue a more positive and healthy social attitude

It is an indisputable fact that the industry and competition are involuted, and involution in the eyes of contemporary people is more like inner anxiety and confusion. However, escape often cannot solve the problem, but will increase the sense of uneasiness. Therefore, many users choose to establish a more pleasant interactive space for body and mind in a positive way, and find an effective way to adjust and restore the spiritual world.

Contemporary young people pursue a healthy and lively atmosphere that is relaxed, trendy and pleasant. They are willing to use a more relaxed social mode to create an environment that soothes their mood, relieves tension and expands communication. They aim to relax in more social activities and gradually achieve a spiritual "healing" effect that fights burnout and comforts the soul.

At the same time, in new social relationships, the participants have distinct group identities, which to some extent can reflect the life attitude, work mentality and consumption trends of this group of people.

3. Satisfy your multiple spiritual needs

From various new social activities, it is not difficult to find that contemporary people need a solitary healing space, but do not want to stay away from society.

With the popularization of the Internet, people will spend time, relieve loneliness and interact with others through the Internet, which gives people a space to soothe their souls. However, interpersonal interaction on social networks still cannot change the fact of "being alone", and choosing to seek new and tangible social interactions outside the Internet can, on the one hand, strengthen one's own distinctive identity, and on the other hand, find a more vivid sense of spiritual belonging and existence. Moreover, the new social model can allow people to maintain their independent personality, have a sense of boundaries without over-sharing, and can also please the body and mind, which is a new positive and healthy lifestyle.

3. Write to the end

According to the survey data of Just So Soul Research Institute, 54% of young people believe that the most ideal social state is "frequent contact, but also having their own private space". It can be seen that a more relaxed and free social mode will be a trend. For brands, how can they seize this trend?

Seize the social trends and create targeted services and marketing content. For brands, everything can be combined. As long as the right contact point is found, there is a chance to achieve emotional resonance between the brand and consumers. For example, after the culture of "partners" became popular, some brands took advantage of the popularity of the movie and launched the "blind box experience" of the culture of "partners", which not only effectively combined the trendy hot spots, but also found the marketing language for the brand to approach consumers, making the marketing more attractive.

It can be said that brands provide what consumers like. Since users demand close but distant social relationships, brands can start from social trends, maintain a sense of boundaries, focus on "accompanying", and lead a new trend in social methods.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"