UNCERTAINTY IS THE NEW NORMAL
1/4 life crisis is a period of uncertainty, stress and deep soul-searching that many young people experience in their early 20s, when they need to make independent decisions about career paths with little working experience and answer the question of “who am I” to the world.
However, for our target audience, Generation Z, career paths are complicated rather than being straightforward and linear.
There will be over 10 million graduates in China this year. Those students will face an uncertain future of applying to a job market where many job roles are rapidly becoming obsolete; choosing career paths not aligned to their education. Added to this, the need to be able to re-skill at anytime and change jobs.
Covid has amplified the uncertainty, but also given this generation the time and space to reflect and ask human questions. Their jobs must have purposes and be meaningful to them.