Secrets of the Middle Kingdom: Deciphering China’s Consumer Conundrum

For 10 years Mary has led extensive ethnographic research into the future of the Chinese consumer and created the first generational profile of this consumer across five generations. Now, she shares her evidenced-based insights and gives you a strategic framework for understanding—and capitalizing on—the game-changing behavioral shifts to come in the decade ahead.

Selected Key Concepts:

  • Consumer profiles across the generations and genders
  • The brand versus the utilitarian consumer conundrum
  • 8 key shifts to 2020
  • Consumer forecast 2025
“Your framework and research to understand the changing Chinese consumer is exactly what we needed to get back on course.”

Caroline Pfohl-Ho, EVP
Coca Cola China

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