Marketing to a new idea of motherhood in China

This research explores the evolving culture of motherhood in China, and how brands can respond as Chinese women express different priorities for their children.

Marketing to a new idea of motherhood in China

Rochelle PhangOMD China

For more insight, read OMD's Rhythm: Moving with Modern Chinese Mothers report.

The growth of the Chinese economy has been an unprecedented phenomenon. The driving force behind this growth is an evolving Chinese consumer. As urbanization increases and its impact is felt on the demographic composition of the country, motherhood becomes more of a choice than a necessity.

The first generation of Chinese citizens born under the one child policy have now become China's parents. Motherhood is no longer a requirement, but a choice. We...

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