Centennials is already an economic powerhouse globally as the population born after 1997 now accounts for 35% of the world’s total population. In China, this cohort is generally a combination of post-95s and post-00s. They are quickly becoming the mainstream of Chinese consumers as well. 40% of Chinese consumers will be from these two age groups by 2020– together they form the biggest Centennials population in the world.
To win them over, brands need to start to study their behavior and attitudes now. What does consumption mean for them?
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Many people from this age group are the only child of their families, as China’s one-child policy lasted from 1980 till 2015. Even though there were some exceptional conditions to allow a family to have two children, such as if the ...
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