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China’s Awakened Generation Series, Who Are They? Introduction

What is the ‘Awakened Generation’?

In an exclusive report done by Jing Daily in collaboration with RTG Consulting, they look at youths of the university age range that are  ‘connected, curious, conscientious’. While the alliteration is nice, what more do we know specifically about these young Chinese?


From the report we gather that they are tech-savvy (having grown up with the internet), and more importantly they understand the importance and potency of accessing the world outside of China.




Understanding this Demographic

The report conducted consisted of in-depth conversations with 70 Gen-Y and Gen-Z Chinese in top tier cities, with a smartphone survey of an additional 1,000 respondents also been used to supplement gathered information.


From the interviews and studies, four factors have been noted that are ‘crucial to understanding the demographic’. Over the next several days, we will be looking at each four of these points, as to gain a wider idea of who or what the ‘Awakened Generation’ are and the exciting possibilities for your brand.