Resilience is still there, but each has its own strengths: Intergenerational changes among Chinese consumers

BCG消费者洞察智库（CCI）

This research report was written by BCG (CCI), on the Chinese generation Z (14-28 years old), Y generation (29-43 years old, also known as "millennials"), X generation (44-58 years old), baby boomers (59-73 years old) ideas, attitudes, behaviors conducted in-depth research and analysis.
  • 80% of China's current total population is composed of four generations, among which the population and total income of the X and Y generations are ranked higher; the X generation is defined as the generation of material wealth accumulation, and the total income accounts for 34% .
  • The four generations of Chinese consumers experienced very different growth periods, thus forming different group memories, value orientations, and consumption preferences; while Generation Z is the most educated, is undergoing the transition from school to the workplace, and has begun to have independent income.
  • In the intergenerational change, emerging trends and...

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