Millennials – a group over 300 million strong – are a key source of growth for many brands in China. Their successors, Generation Z (defined here as the “post-95” generation, aged 15 to 24), are even freer about spending – they include nearly 170 million people and and have the potential to contribute even further.

Global insights and data firm Agility conducted interviews with more than 500 Gen-Z (born 1995-2002) consumers in 14 tier 1 and tier 2 cities in China to gain deeper insights into their values, priorities, and how they approach and interact with brands.

To read the full article, please click here.

To download our newsletter on Chinese Gen Z consumers, please click here.