Cultural awareness is essential to capture China’s millennials

Anna Hamill

Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity are essential.

China's millennials have emerged as one of the most lucrative new demographics in the world: more educated, brand conscious and willing to spend more than any previous generation. It's little wonder that Chinese and international brands alike are looking to capitalize.

But according to Kevin Lee, Chief Operating Officer of marketing consulting company China Youthology, marketers must move past broad brush strokes and understand the nuances of an increasingly sophisticated group. Demographics are dead – if they really want to connect with Chinese youth, it's deep cultural awareness that they need.

"We're definitely past just being rising incomes, and having...

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