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Passcode Z, a column written by dentsu Z, focuses on China’ s digitally savvy young consumers. As dentsu’s pioneering force of Gen Z young creatives, dentsu Z proactively explores innovative ideas by putting cutting-edge technology into practice and creates deep cultural experiences to connect the brand and the consumers of the next generation.
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Very quietly, the National Day Holiday has gone. My WeChat Moment has been flooded with plogs and short ‘essays’ from my friends recapping their happy and fulfilling holidays, to the point where it almost made me tired of tapping to send likes. But for dentsu Z fellows, the holiday is actually a recurrence of eating - lying - eating again and again, even if going on a trip it is just a change of scenery for a fresh place to lie down and sleep......
Days like this remind me of the previous top Weibo hashtag #70% of the post 00’s secretly working hard but putting on an act, which outlines 11 answers by post 00’s in their job-hunting. According to the survey, over 90% of the college students said what they say about lying flat is just talk, while over 70% of them make every endeavor secretly other than lying flat.
70.43%, Working hard secretly other than lying fat
11.30%, Don‘t want to lie flat, just talking without taking any actions
14.76%, Don‘t want to lie flat, just following the buzzword
Comparing the data with our own situation, are we, Gen Z, really like this? With the doubts in mind, I looked through the reposts and comments. OK, these netizens never bored me. Still so sarcastic and funny.
“Can a questionnaire with only 2700 people stand for all college students? ”
“Such a huge specimen as it is! ”
“Great to have daydreams even after graduation.”
“They haven’t suffered anything yet and know nothing about the real world.”
To find out more, dentsu Z team also asked friends:
What does involution mean to the young people?
@Yu Xiaoyu
I am never an involution person, while lying fat is not my style too. As far as I’m concerned, people of our generation are more real, able to recognize the reality better and know what we want. Usually, we won’t pursue those fancy and unattainable things or so-called success and fame anymore, nor emulate to the privileged. I am not afraid of ending up being ordinary as long I am doing what I really like.
@Lin Sansui
To me, involution is the inexplicable inner friction of one’s mentality and the self-knowledge people lack in. I don’t know if everyone is like this but most of my friends know well who they are. They won’t force themselves on scientific work if they are not good at it, nor push to get up early if they are not an early bird. In summary, never learn involution! Usually, we just choose and pursue the true feeling of what we yearn for.
@Wanan Sangsangzi
We are definitely not that involute! How can it be possible that #70% post-00’s working hard secretly other than lying fat! Have a look at my friends around, it should be #70% post-00’s speaking of studying hard but actually just lying down in dormitories.
We also logged onto forum Zhihu where all people seem to be so ‘highly-educated’ and found this interesting topic: #Why do young people now leave work on time and stop pretending to work hard? It’s so true for our dentsu Z lifestyle: we definitely get off work on time given work is done. (os: bosses, believe us we love our work and company even though we get off work on time)
Is the #70% students secretly work hard tag really present post-00’s? We don’t think so. From "how to be a slacking off student (摸鱼学导论)" to "Lelush’s hostage life (修想下班)", "small-town swot (小镇做题家)" to "losers in prestigious universities (985废物)", it makes us believe that
#success is defined in more than one way, that might be the only true theme of generation Z.
More and more people start to involute or are forced to involute in their competitive life, following the majority and living with anxiety. This unhealthy competition has made everyone exhausted and gradually lose the joy of life. Gen Z are tired of this kind of life. We want to be clear about our goals, rather than being determined or judged by others. Between ideal and reality, we dare to imagine and take actions, which has nothing to do with involution.
In the era of involution, we Gen Z advocate a free and true lifestyle, searching for self-worth and growing vigorously between involution and lying flat. That "you have to work hard secretly and then surprise everyone" may not apply to Gen Z who pursue truth and being a real person.
Written by dentsu Z
Pictures from dentsu Z
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