Chinese teenagers: understanding the needs of tomorrow’s consumers

Today’s Chinese teenagers were born during the one-child policy. The term “Little emperor syndrome” (小皇帝综合症) has been coined to label people born after 1980, since they have been receiving unrestrained attention and resources from parents and grandparents. A 2019 interview conducted by McKinsey revealed that 2/3 of Chinese consumers born after the 1990s receive half […]