Why do we consume and what kind of consumption do we really need? Today, consumerism is constantly challenged, and the value of consumption is always in question. Recently, consumers have begun to re-examine the meaning of consumption. In 2021, facing the dual challenges of COVID-19 and economic downturn, we choose to investigate the confusion and struggles faced by youth and tap into the ubiquitous forces driving consumption. The young people we present are not the "Z-generation minority" who are pioneers with unique style, but all the hardworking young people who live in cities and spend in earnest. In this HASHTAG 2022 report, we try to reflect their real life and consumption habits and provide a sincere and simple answer for brand and business trying to break conventions.