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ASIA Next, Volume One - First Generation Discoverists
ASIA Next, Volume One - First Generation Discoverists
ASIA Next, Volume One - First Generation Discoverists
Volume One:
First Generation Discoverists
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What follows is merely a thought starter- a collection of three short pieces and quotes from First Generation Discoverists within and outside of Edelman.
We hope, if anything, this helps you start to understand this unique time of their lives and how you can be a catalyst for them so they, in turn, can be a
catalyst for you.
I work hard but I also believe that enjoying life is the most
important thing for me right now. We are only young once... I feel
like different aspects of my personality are surfacing with each new
thing I try.
-Female, 26, Shanghai
I think of myself as a very outgoing and open-minded person.
I am always up for trying new things, be it a restaurant
or a new product.
Female, 26, Shanghai
I never imagined myself to have such an interest
and love learning what else I can do with it.
Female, 31, Suzhou
Im excited about learning and accumulating experience every day
Reading books broadens my horizon and adjusts my view of life
Brands can reflect my status and my taste/ aspiration of life.
Female, 31, Beijing
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I want companies to understand that I just graduated and am about to start my first full-time position in a totally new city.
This is the most unique and challenging time in my life. Im able to support myself on my own. When my parents were at my
age, they already had me and were starting their career path by themselves. However, right now in China, even a master degree is not a big deal. Theres a lot of competition now and its challenging to figure everything out in this new environment:
housing, transportation, friendship building, etc. But its exciting too. I have the chance to prove myself, find my purpose, my
hobbies and feel my own power and strength. I think some companies still think that a celebritys effect is essential.
However, as a recent college graduate, I am not affected by this phenomenon any more. I am looking for products that I
can afford yet are good quality and Im looking for companies that help support my own power and strength.
I want brands to help my parents too. For example, I want some travel brand to send my mom a camera- a professional
camera. She started taking photos with her phone and I want a company to help her explore that more. I feel like I have
had so many chances already. But, right now, I dont have enough money to buy my mom a professional camera. If a brand
wanted to do that, my mom would be happy. She wouldnt feel bad or that it was a burden if it came from me. We are the
first generation to be able to do something on our own. We want to help our parents enjoy that opportunity too.
I think rock music is a form of rebellion. Rebellion and freedom Theres not a second that Im not listening and thinking
about it Not everything you do has to have value or some sort
of reward. The reward is youre doing something youve always
wanted to do.
He Fan, Birdstriking, Noisey.com
My parents are supportive in the sense that they never said
they disapproved.
Ren Yilan, 24 Hours, Noisey.com
The web is not changing or fueling the creative scene in China. The web, in many ways, is
the local creative scene in China. The fine-art world in China is still very much in the galleries
but everything else thrives online, almost exclusively. Every once in a while youll see some cool
offline events bringing the scene together physically, but for the most part, young creatives
here present themselves and their work, and exchange with each other digitally. They grew up
online and this sort of interaction is just second nature to them.
Adam Schokora, Founder, NeochaEDGE
Even if youre the only kid in town whos an avid punk fan, chances are you share your interests with a couple hundred online buddies between a Douban profile, a Sina Weibo account
and fellow forum subscribers
On Douban, fans of alternative music scenes are starting groups with thousands of members.
The conversation leaders scour the internet for relevant videos, albums, cover art, anything
related to the scene, then post it on Douban for all to share
As the modern-day campfire, these communities are crucial Its where everyone feels comfortable enough to explore interests, meet others, and share.
The Push Shove, The Virtual - Actual Network
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ASIA / next
Volume One:
First Generation Discoverists
For more information, please contact
Christina.smedley@edelman.com
http://www.flickr.com/photos/hkdollar