Millennials in China have grown up during a very special time in China’s history. While they’ve definitely learned about China’s many troubles during the 20th century, China’s millennial’s themselves have only experienced the country’s massive prosperity boom. This makes the modern day Chinese consumer more optimistic than previous generations. Optimism has led to pride in Chinese culture and concern for national and environmental social issues.
Millennials only know China as a prospering rising global power. Thus they are significantly more optimistic they do better than the previous generation than other millennials around the world.
Age groups 18-25 and 26-40 have the highest levels of cultural consumption. China’s rising position on the global stage has led to an increase in pride and a newfound preference for Chinese cultural products that reflect China’s history and heritage.
Climate change and Income Equality top the list of Millennial personal concerns. These concerns reflect a growing sophistication and awareness of a world beyond themselves.