About 20 years ago hobbies were hardly considered an integral part of life. Some people had a few interests and others did not bother with any at all. They made little difference in personal life and mattered even less in professional life. Fast forward to 2024 and this perception has been turned on its head. The CEO of Soul, Zhang Lu recently got her research team to conduct a survey to understand just how much hobbies mattered to China’s Gen Z and the results were noteworthy.
Undeniably hobbies have now gone mainstream, so when Soul Zhang Lu’s team concluded that youngsters are increasingly building social connections based on shared interests, it came as no surprise. But, the extent to which hobbies influence friendships among Gen Z was notable.
For instance, nearly half of the almost 3500 youngsters who participated in the survey stated that they use hobbies to forge new friendships. In fact, many stated that they have made 6-10 friends based on mutual hobbies.
The best part was that many of these respondents claimed that these friendships tend to last longer and are emotionally more fulfilling. Things have also changed in terms of how many hobbies youngsters have. About two decades ago, even 1 non-utility interest would raise eyebrows but many of today’s youngsters boast of having 3 or more hobbies. And this is the point at which the observations of Soul Zhang Lu’s team get even more exciting.
More hobbies naturally equate to higher expenditure on interest-based purchases. Yes, there are still those who are content with reading and music which are relatively inexpensive hobbies to maintain. But, Gen Z has no problems opening up their wallets for what their hearts desire.
So, even old-world hobbies like hiking and artistic pursuits now involve the purchase of top-of-the-line gear and paraphernalia. What’s more many esoteric hobbies which were once enjoyed just by a few have now gained immense popularity among youngsters; case in point- anime merchandise, toys and new age collectibles, gaming, comic cons, and others.
Just a few years ago these were considered obscure but now information about anything pertaining to these interests can easily be gleaned off the internet. Be it finding instructions, product sellers, or people who are into these specific interests, Gen Z can find them all with a few clicks of the mouse. Add to this their no-holds-barred purchasing attitude and what’s created is a thriving market based just on hobbies.
As far as figures are concerned, the survey from Soul Zhang Lu’s team revealed that on average, youngsters are spending more than 1600 yuan every month to keep their interests afloat. Considering the average monthly earnings of Gen Z, this is a substantial portion of their income, particularly for those just entering the workforce.
Their willingness to invest financially reflects the deep emotional connection that young people have with their interests. Driving this point further, the survey from Soul Zhang Lu’s team also saw over 60% of the respondents admitting that they are not particularly price-sensitive when it comes to their hobbies.
In fact, 8.33% of those surveyed said they are “not at all concerned about the cost” and are willing to spend whatever it takes to pursue their passions. Simply put, for Gen Z, hobbies are not just a luxury—they are an essential part of life. So, Zoomers don’t mind if these interests warrant a significant financial commitment.
Another astonishing observation about Gen Z’s hobbies was that 10% of respondents said they earned money from their interests. Surprisingly, hobbies are increasingly becoming a source of income for these youngsters, with some turning their interests into side hustles or even full-time careers.
For example, the report highlights professions like avatar creator and cosplayer, where individuals can earn up to 50,000 yuan monthly by monetizing their passions. So, it can be safely stated that hobbies are also fast turning into entrepreneurial endeavors.
In other words, young people are not content with simply pursuing their interests for personal fulfillment; they are keen on combining their passion with the zeal to make a profit. By selling handmade crafts like figurines or anime-related merchandise, or participating in niche industries like avatar creation, young hobbyists are transforming their interests into income-generating activities.
One of the reasons for the success of Gen Z in monetizing their hobbies is the fact that a “side hustle” is not a new concept for them. So, these youngsters are often resourceful in finding ways to leverage their passions to earn money while maintaining the emotional and creative fulfillment that hobbies provide. Also, the existence of online communities dedicated to these niche hobbies means that a willing consumer base is already available.
Plus, interactions within the community help in networking and building contacts which can then be leveraged for sales. Simply put, this shift toward the monetization of hobbies signals a broader cultural and commercial change where interests no longer have to be treated as separate from economic pursuits.
Finally, the eye-opening survey from the team of Soul Zhang Lu put forth that since hobbies also double up as focal points of digital socialization for Gen Z. So, these interests and the social bonds they create go a long way in enhancing emotional and mental well-being in a world that can sometimes feel too fast-paced and fragmented for comfort. And this in itself offers ample impetus for Zoomers to go all out in pursuit of their favorite hobbies.
