Chinese Gen Y, the generation of opportunities: A psychographic portrait of their values, lifestyles, and consumption attitudes

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.

Chinese Gen Y, the generation of opportunities: A psychographic portrait of their values, lifestyles, and consumption attitudes

Sami Wong and Dirk Ziems

Background: Why it is Important to Understand the Chinese Gen Y

China is evolving to become the most...