China’s Post-80s and 90s Generation Takes Over
As consumption continues to increase at break-neck speed in China, brands and marketers are continue to be fascinated with (and puzzled by) the country’s ba ling hou and jiu ling hou ( the post-80s and 90s) generations. These demographic segments, born under the one-child policy and experiencing the country’s rapid economic development and reform programs, exhibit behaviors unlike any of their previous generations and even unlike each other. For the most part they are rebellious, individualistic and eager to push the boundaries of a traditionally conformist society. The desire of these generations for more meaning in their lives, a quest for design excellence and a desire to address the country’s education, healthcare and environmental problems will result in a new class of creative entrepreneurs in China which will disrupt industries and business models around the world.
Additional Supporting Materials
- How can brands and marketers engage and establish meaningful connections with China’s ba ling hou (Post-80s) and jiu ling hou (Post-90s) generations?
- How has China’s one-child policy and rapid economic development shaped the attitudes of China’s youth?
- What are some of innovations created by China’s youth?
- What are the differences between China’s ba ling hou and jiu ling hou generations?
- What makes China’s youth tick?
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