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.
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
Observations by Ali Mirza, CEO AFFLUENTIAL™ Last week on one of my regular business trips to meet with our teams in these two cities, it was encouraging to see how fast Asian affluence levels are rising. How consumers are being served by multiple brands and in turn how brands are