This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more
As China continues its relentless surge towards the top of the superpower leader board, Chinese consumers’ relationships with international brands have evolved. Relationship status? It’s complicated. In this vast, fluid consumer market, brands need to adapt their thinking to thrive.
Ask not what your brand will do for China. Ask what impact China and its consumers will make on your brand.
The politics of purpose
During the 2019 Cannes Festival,...