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Consumer Generation Series: Chinese Millennials

In 2013 the cover of Time magazine was titled “The Me Me Me generation- Millennials are lazy, entitled narcissists who still live with their parents. Why they’ll save us all”. Years passed by and, as Malcolm Harris wrote in his 2017 book Kids These Days: Human Capital and the Making of Millennials,

“Soon ‘millennial’ won’t refer to those rascally kids with their phones”

aka they're not kids anymore. Who are the Chinese millennials today?

Chinese millennials consumers