Imagine sitting in a busy café or co-working space. You’re surrounded by what appears to be young professionals, some working fiercely, some doing intermittent tasks, some chatting with other patrons. Your mind may wander, considering briefly what they do for a living, what task they’re working on, or if they like their job. In fact, few of them are employed. Others are in a pretend office, paying up to $7/day to be in an environment that simulates office life.

To some, this pretend office economy may seem like a niche indulgence by young people. From a societal and marketing perspective, it’s a fascinating slice of insight into how Gen Z in China moves through modern realities like unemployment, cultural pressure, and the complex search for meaning. Brands would do well to take a closer look and see what they can learn.

Why the Pretend Office Trend?

China’s youth unemployment is officially reported at 14.5% for individuals aged 16 to 24, though some estimates place it as high as 46.5% just two years ago. Without jobs to go to, young, aspiring professionals have created a substitute. A pretend office provides an environment that mimics regular, stable employment: daily routine, a comfortable place to work, “colleagues,” snacks, and computers.

Young adults who live at home or still try to figure things out often experience significant pressure from friends and family to make something of themselves. Using pretend offices gives them a chance to perform professionalism. Sitting with a laptop in a neat environment gives off the appearance of ambition and drive, even if there’s no paycheck coming in.

Pretend offices also create a sense of belonging. Being a recent graduate with a prestigious degree but no prospects feels isolating and invokes a sense of hopelessness. Being with others who face the same challenges often creates a sense of community for an otherwise lonely and misunderstood part of growing up.

Interpreting This Behavior for Marketing Purposes

By understanding the motivating factors behind the pretend office, marketers can get a better glimpse of what this demographic wants, needs, and responds to. Unemployment is high, but Gen Z feels pressure to succeed. They try to navigate an economy vastly different from other periods. They begin to popularize faux office spaces. What does that say about their values and desires?

• Gen Z cares about ambition and drive. Shelling out $7 to spend the day in a productivity-coded environment suggests that China’s Gen Z put time, effort, and money into self-improvement and starting their career. Products or services promoting learning, personal development, or skill-building will likely resonate with individuals in these circumstances.
• Community and belonging are important. The pretend office phenomenon emphasizes the importance of shared experience. With that, brands have an opportunity to reach unemployed youth via community-building initiatives, workshops, or by hosting peer-to-peer events.
• Status and perception drive public behaviors. Recognition matters. Being seen in aspirational environments matters. Influencer-led marketing or brand collaborations that signal “professional lifestyle” can align well with these perceptions.

Pretend offices aren’t about pretending at all. Similar to Oldenburg’s concept of third spaces, pretend offices provide people a place to develop their future, share ambitions, and collaborate with others. Brands that support this process, instead of judging it, have an inherent way to connect with this audience.

Brand Activation Ideas

Brands can interact with the pretend office demographic in a variety of ways. One idea is to partner with similar, productivity-adjacent “third spaces” like cafés or bookstores. These locations reflect the community-driven and ambitious side of Gen Z, allowing like-minded people to meet and socialize.

Brands can also invest in creating co-working-related promotional offers, such as discounts on productivity products, trial memberships to professional services, or kits for “pretending better.” Opt for promotions that provide tangible value while also aligning with the demographic’s self-improvement mindset.

Educational content and resources can also be used to increase brand value. Offering advice packets or how-to guides that answer common co-working questions, such as how to stay secure on public networks, how to check if a website is safe, and how to adhere to China’s censoring policies while job hunting, can build audience trust.

Engaging with “office pretenders” is really all about finding the bittersweet mix of practicality and aspiration. The first step? Embracing Gen Z’s need to feel included, learn new skills, and gain recognition. Tapping into these values nurtures loyalty and keeps brands relevant with a generation that craves personal growth but wants to do it with a community.