In their earlier years, they devoted themselves to nation-building through hard work and perseverance. Now, with lighter family responsibilities, their focus has shifted toward contributing to society in fresh and meaningful ways.
They actively serve as representatives of the nation, safeguard cultural heritage, and engage in volunteerism. Through these efforts, they pass on the spirit of “Chinese pride” to younger generations, collectively striving to create a better future for society.
I. NATIONAL PRIDE AMBASSADORS
Standing tall in national affairs, embodying prosperity.
Cheering for the Nation
The new silver generation holds deep pride in and strong identification with the nation’s political landscape. They stay well-informed about current events and actively share their perspectives online. On Douyin, the hashtag #WorldOrder garners its highest engagement from users aged 51 and above, who constitute 31.75% of all participants.
They proudly represent the nation’s image, champion domestic brands, and exemplify national pride. For instance, in first- and second-tier cities, nearly half (48.1%) of silver-haired consumers choose Huawei phones.
II. GIVING BACK THROUGH VOLUNTEERING
Sharing wisdom and lending a helping hand.
Wisdom From Experience
Deeply empathetic toward the challenges faced by younger generations, many members of the new silver generation generously share their life lessons, offering guidance and support.
Intellectual figures like professor Liu Qing provide philosophical insights to help youth navigate complex societal issues, professor Liang Yong’an offers relationship advice, and writer Leung Man-tao enriches young minds with cultural perspectives.
Volunteering to Shine Once More
A notable 44% of middle-aged and elderly individuals express interest in public welfare or volunteer work. Among active volunteers, 29.3% come from the post-1970 generation, and 24.21% from the post-1960 generation.
Their contributions include launching community programs like “Shared Grandma,” supporting busy parents with school drop-offs and pick-ups, or forming seaside rescue teams in Qingdao led by dedicated “Sun-kissed Grandpa.” Many younger seniors also volunteer to care for older seniors, helping ease the societal challenges of eldercare.
The content of this article is sourced from the Dentsu Creative 2025 Silver Generation Trends Report: The Second Chapter. The report delves into how the middle-aged (and senior) demographics in China are confidently embracing their next life journey, transforming the perception of aging through their wisdom and adventurous spirit.
Connect with us for the full report.
DentsuCreativeChina@dentsu.com
