NextGen Dialogue – NZCC X Ingka Centres 9000 Club on “Sustainability and wellbeing in our lives”

What sparked the excitement on screen during an online meeting? A lively, meaningful conversation on sustainability and wellbeing.

Last week, the New Zealand China Council Te Kaunihera o Aotearoa me Haina’s NextGen Network and Ingka Centres’ 9000 Club in China teamed up to host our latest young professionals online dialogue.

Our Council works hard to identify partner organisations in China with shared interests in emerging leadership and professional development, and then arranges exchanges of ideas and information to benefit both sides.

So who are the 9000 Club?  The Ingka Group has multinational retailer IKEA as a subsidiary, with its stores often located in an Ingka Centres shopping precinct.  The ‘9000’ refers to staff of the company born in the 1990s and 2000s – a perfect match for our ‘Next Gen’ programme.

The focus of the dialogue was sustainability and health & wellbeing in the lives of the next generation in New Zealand and China.

While “sustainability” and “wellbeing” are often seen as high-level strategic topics, our participants brought these concepts down to earth, sharing real-life observations and practices from both countries, with open and honest discussion. The energy was contagious, with hands constantly raised and the chatbox buzzing with ideas.

Here are a few of the key takeaways from this engaging session:

1. Sustainability Awareness and Challenges:

Sustainability is increasingly discussed in both countries, yet mistrust around claims and concerns about greenwashing persist. Some consumers see “natural” products as good for the planet but less effective. In China, sustainability is often linked with higher prices, and sustainable, healthy food is seen as less tasty, remaining a niche market, which could grow in the near future.

2. Different Perspectives on Sustainability:

In China, sustainability influences sales, with a top-down policy approach shaping business and consumer behaviour. In New Zealand, short-term thinking and shifting government policies can hinder sustainable decisions. Both countries could collaborate on areas like carbon measurement and renewable energy technologies.

3. Trendy while Sustainable:

In China, second-hand markets focusing on transactions of idle, second-hand goods with either C2C or C2B2C approach are gaining traction among Gen Z and Millennials, especially in 1st-tier cities like Shanghai, with both online platforms like Xianyu, Déjà Vu and physical stores emerging as part of this trend.

4. Online Life as Reality:

While most New Zealanders shop for groceries in-store, many Chinese participants shop online due to busy schedules and a well-established delivery system. This shift raises questions for New Zealand exporters on how to conduct consumer research and effectively convey sustainable messages. Little Red Book, often mentioned as a trendsetter, plays a key role in shaping sustainability and wellness practices among Chinese youth.

(NZ food exporters, check your products against Little Red Book’s popular hashtag #whitepeoplefood,  and you will know if you are hitting the “healthy and tasty” mark.)

5. Health and Wellbeing on the rise:

Post-COVID, both countries have seen a move towards healthier lifestyles. In China, outdoor activities and practices like “20 minutes in the park” are becoming more popular, influencing urban planning and mall design. New Zealand is noted for its stronger work-life balance, driven by cultural and job market differences.

6. Emerging Common Themes:

Sustainability, nature, and health are rising trends in both countries, though priorities differ. In China, physical fitness dominates the conversation, while New Zealand focuses more on mental health.

A big thank you to everyone who participated and contributed to this vibrant discussion, especially our moderators Ellie Copeland for the New Zealand side and Peggy Wang for the 9000 Club. We look forward to continuing dialogues like this with like-minded Next Generation groups in China to connect, collaborate and grow together.