Gen Z Women Unplugging to Thrive: Soul App
International Women's Day is an
annual occasion to extend blessings to women around the world. Recently, Soul App, a leading AI+ immersive social
platform in China, together with its research arm Just So Soul
Institute, published the Soul App Report on the Life Status and
Self-Pleasing Consumption of Gen Z Women. Drawing on a validated sample of
2,618 female users, 97% of whom belong to Generation Z, the report shows that
today's young women are increasingly prioritising internal order over external
labels.
Rediscovering the Authentic Self
Over 60% of respondents said they feel indifferent toward labels
like "queen." That sentiment is especially pronounced among
post-2000s women, where only 16.12% find such terms appealing. The findings
point to a growing wariness among young women about excessive labelling. Rather
than outright rejecting festive greetings, they simply want to be seen and
understood as authentic individuals.
In terms of lifestyle, more than 87% of respondents agree that
taking an "intermittent mental pause" is a necessary form of
psychological self-care. When energy reserves run low, "unplugging"
becomes a necessity. Whether through solitary strolls or an information detox,
Gen Z women are prioritising mental well-being as a way to reset their pace. For
them, a pause is not a withdrawal; it is a replenishment. It is the essential
gathering of strength for the long haul.
When it comes to personal growth,
only 10.89% of respondents maintain a high frequency of skill-based
investments. Most prefer to plan their development at their own pace. They do
not shy away from competition or progress, but seek a balance between realistic
conditions and personal goals, emphasizing steady advancement over blind
conformity. It's worth noting that, according to the data, Gen Z women are
particularly drawn to narratives about empowered women and are looking for more
inspiring figures to look up to.
Heart over Hype
The sample predominantly consists of women who are either still in
school or in the early stages of their careers. Yet, they demonstrate
considerable maturity in value judgment and boundary setting.
The report shows that 70% of post-2000s women consider
"comfort and a sense of meaning in work" as important factors. In the
context of widespread AI adoption, more than half of respondents earning over
RMB 10,000 per month frequently use AI tools to enhance efficiency. At the same
time, 47% believe that automated performance evaluations may negatively impact
their sense of well-being, and over two-thirds actively seek ways to reduce
algorithmic interference in their lives.
These women embrace AI-driven efficiency without sacrificing independent
judgment. They refuse to be shaped by algorithms, insisting that technology
should offer both utility and warmth.
Furthermore, 48% of respondents
identify inner alignment as the cornerstone of personal growth. This internal
shift is fueled by tangible self-investment: half of those surveyed view
spending on new skills as a vital safety net. For them, growth is an
intentional pursuit on their own terms, rather than a reactive escape from peer
pressure.
The Evolution of Self-Pleasure
For today's women, self-pleasure is undergoing a profound shift.
Moving past the checkout counter, it now represents a proactive stance on
mental health and personal balance.
The report reveals that 59.23% of post-2000s women are investing
in "small, frivolous joys," such as stress-relief toys and
aromatherapy. These "self-pleasing" purchases act as an
"emotional band-aid," providing a vital buffer to restore mental
energy. Notably, 65.92% of the respondents reported spending over RMB 2,000 on
such purchases. For many, these modest indulgences are more than just shopping;
they are intentional acts of emotional recharge and self-repair.
The report also highlights a structural shift in aesthetic
awareness. Interestingly, 37.27% of women in lower-tier cities identify
"aesthetic expression" as a core spending priority — outpacing their
counterparts in first-tier hubs. This suggests that, even in contexts with
varying resources, aesthetic expression remains an important form of
self-affirmation. For these women, clothing choices and personal interests are
not about keeping up with others, but about defining who they are in a complex
world.
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