“She-conomy”: How women under 30 are shaping the future of brands in China.
To better understand the drivers and desires of China's women under 30, MediaCom has commissioned a comprehensive study into the different generational cohorts in China. China's women under 30 are found in two cohorts, the "Leapers 2.0" (22-30y) and the "Change Makers" (21 and below). Both of these cohorts grew up in a China that was growing in global recognition, quickly developing from the "world's workbench" to a leading player in the global economy. As a result, China's women under 30 are the most globally-minded and at the same time display a profound pride in their country.
Today, these women play an increasingly important role in China’s future –contributing to the labour force and driving consumption. Over the last 30 years, changes to the laws regarding education and employment have meant big changes to women’s rights and status in China's economy.
To read the full white paper, click here.