China’s millennial and Gen Z audience is looking for brands to speak with them rather than at them, as a study shows they would rather be influential than feel influenced. To read the full article, please click here. To download our newsletter on Chinese Gen Z consumers, please click here.
FEATURED Luxury Daily: Informal, individualized communications key to engaging China’s younger generations
FEATURED SCMP 6 Things to know about China Gen Z Consumers – and how they can afford luxury brands
Millennials – a group over 300 million strong – are a key source of growth for many brands in China. Their successors, Generation Z (defined here as the “post-95” generation, aged 15 to 24), are even freer about spending – they include nearly 170 million people and and have the