Gen Z consumers in US are the most open to Chinese brands

Members of Gen Z in the US are more likely to regard Chinese brands in a more favorable light than older consumers, an analysis by research firm Morning Consult has found.

Gen Z consumers in the US are more open to buying and using Chinese brands than older generations, according to new analysis from research firm Morning Consult.

The company’s report, entitled “Gen Z Embraces Chinese Brands in Departure From the Average Consumer”, was based on a survey of 2,203 US adults in July 2023. And it revealed that Gen Z held more positive views of numerous big-name Chinese brands – from content-sharing app TikTok to fashion brand Shein and online marketplace Temu – than was the case for all US adults.

Gen Z stands out

  • TikTok was the...
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