China’s growing consumption is a policy objective (CCCPC, 2016), and commercial success for online retailers, such as Alibaba (Lucas, 2017) that serve China’s large number of netizens. Within China’s thriving social media, WeChat is a world leading innovator (Yu, 2017). With innovation of its Social Credit System, the Chinese Government uses Big Data to manage both market practice and social values. This paper reports exploratory research into tensions within these developments. It is based on an ethnographic study of moral panic about China’s youth consumer culture, and critical discourse analysis (Blommaert, 2005) of both media and Chinese government policy. It uses moral panic theory (Cohen, 1980; Drotner, 1992), and theory of consumer social responsibility (CnSR) (Aslander, 2012; Vitell, 2015). These tensions include a clash, much of it online, between China’s individualist youth culture of online consumerism and opposing values of its older generations, such as collectivism, hard work and thrift. Government and business websites, blogs and social media promote consumption. But they also protests against socially unacceptable consumerism, such as by the notorious Guo Meimei (ChinaSMACK.com). Social values and consumerism are being negotiated and contested online. China’s Social Credit programme measures and scores trustworthiness in commerce and social behaviour of both businesses and individuals (State Council, 2014). It is planned to affect such diverse business transactions as financial credit, tendering for public procurement, investment opportunities. While for individuals it is planned to affect career opportunities, travel privileges, and of course access to credit (Meissner, 2017). Social Credit is intended to use self-regulation, peer pressure, and market forces to instil integrity within all types of market entities and members of society (CCCPC, 2016). It reminds a British observer (Nguyen, 2016) of a dystopian sci-fi world of the ‘Nosedive’ episode of the Black Mirror TV series, in which technology publicly ranks social standing and regulates access to opportunities. Confluence of Big Data and online discourse is moving China’s negotiation of social values, and hence also of CnSR and corporations’ management of their social responsibilities (CSR), into an evolving online society. We do not yet know how this online society will develop. It heralds interesting times for individuals, businesses and regulators.