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 a...
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