Spending on family
“Family” is the core word for those born in the1970s. Shaped by a collectivistic society, happinessof the family is rated higher than happiness of theself. But this commitment to family also meansresponsibilities. This generation grew up whenChina was still considered a poor country. They nowhave aging parents, as well as children of their own.They are either settled down and need to cover therising costs of apartments and mortgages, or areplanning to buy housing in the very near future.They save a lot of money; not only to meet their ownneed for financial security in the face of weak socialsecurity and healthcare systems, but also to financeexpensive schooling and meet requests for a fancywedding.
Change means insecurity
The 70s generation has neither fancy desires nor anexpectation that life will change dramatically. In fact,this group is the least open to change of the threeage groups under consideration. The 70s generationinterprets “change” as “insecurity” and “lots ofwork”, and when asked about their immediatesurroundings, such as their own home environment,they don’t feel it is possible or necessary to “change”,even if they are dissatisfied with the current stateof affairs. If change is unavoidable, they prefer it tobe small and gradual. On the other hand, they arehighly preoccupied with physical health and willspend considerable time and money to “change”their health for the better.
Interested in things related toeveryday life
The 70s generation enjoys talking about thingsthat are relevant to everyday life. Examples of suchsocial topics are property prices, popular movies,seasonal fashion trends and cars. But they will not“evangelize” or strive to present their own pointof view to others; nor will they try to be original orcreative. Their preferred activities focus on thingsthe family can do together, such as “hanging out”and travelling.
TV is mainly an entertainment tool
The family focus of the 70s generation has anoverarching effect on their media habits. Becausethey spend less time on personal interests than doyounger consumers, they try to use this free timeas efficiently as possible. For example, they chooseto collect information mainly from the internet andprint media, while TV is mainly an entertainmenttool.
Marketing to the Chinese 70s, 80s and 90s generations
Family before Self
1970s: Family before SelfSingapore attracts Chinese families
Over the past three years, MSL China has supported the Singapore Tourism Board, STB, in itscampaigns to attract Chinese tourists to visit the country. In an attempt to target affluent consumersborn in the 1970s, we decided to launch a promotional package supported by new brand ambassadorsin mainland China. Given the priorities of the target group, the theme of the campaign was intimatelytied to “family”. The aim was to encourage Chinese families to travel to Singapore together, and thecountry was positioned – and priced – as a family destination. The choice of brand ambassadors wasaligned with the over all strategy: Singapore chose to launch an entire virtual family to show and sharethe fun, becoming one of the first countries in the world to use virtual spokespersons.
Demands fromchildren, spousesand parentsIgnoring pressureand live in the nowPampered by parentsand grand parents
CollectinginformationComing acrossinformationCreating information
MSL China Executive Whitepaper