Playing Pretend: Young Consumers Simulate Milestones
Published 18 August 2025
As young adults experience increasingly delayed milestones (think marriage or full-time work), some people are crafting stand-in events. Enter a new class of curated experiences that imitate adult routines or rituals. These events signal the desire to feel and be seen as “moving forward”, despite traditional adulthood markers remaining out of reach for many youngsters.
- Going into the Fake Office: In China, where youth unemployment stood at 14.5% in June 2025 (Trading Economics, 2025), young adults are paying to ‘go to work’ in fake offices. For 30 to 50 yuan ($4.18 to $6.97) a day, these spaces (complete with wi-fi, snacks and meeting rooms) offer the appearance of having a professional life and give youngsters a place to socialise. In cities like Shenzhen, Shanghai and Chengdu, ‘pretend office companies’ are already rising in popularity.
Rather than idling, attendees use their time in fake offices to apply for jobs, build start-ups, or simply avoid the stigma around unemployment. Some even form friendships with their “colleagues”. Dr. Biao Xiang, director of Germany’s Max Planck Institute, describes the phenomenon as a coping mechanism born from “frustration and powerlessness”, offering young people a buffer from societal expectations and a way to maintain dignity as youth unemployment remains high. - Mock Wedding Parties: In India, mock wedding parties are gaining popularity among young adults who crave the joy of the celebration but without the hassle of actually finding someone to marry. These ticketed events – hosted by hotels, clubs and start-ups – mimic traditional weddings with music, dancing, and themed decor.
Meanwhile in France, people are buying tickets to other people’s real weddings through the Paris-based app Invitin Guests pay to attend, helping cover wedding costs while enjoying a day they wouldn’t otherwise experience.
See Future Consumer Life Cycle 26/27: Gen Z for more youth trends.