China's '80s generation' grows up
Ogilvy & Mather
You can spot them everywhere, from subway stations to public parks; from shopping arcades to busy restaurants and even in far-off holiday destinations. There is a distinctly visible trend in big cities, where a young woman in her late 20s or early 30s is often seen in the company of her mother, doing things with her. Isn't this a little surprising, given that we are made to believe that China's 80s generation (which is now in its 20s and early 30s) is a pampered lot and more self-centered than any previous generation? And when we're told that this generation does not understand their parents and considers them totally out of sync with today's world?
If this is how the 80s generation is, then how do we explain this intergenerational intimacy and companionship that they are discovering with their parents, and especially girls with their mothers?