Marketing to Teens - China - September 2016




$ 3990

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Chinese teenagers are more digitally savvy than older generations. This makes them feel globally connected and gives them easier access to information and knowledge, but also exposes them to many distractions from school work and places them under a high level of competitive pressure. Coupled with an inability to handle stress, some lack the motivation to achieve autonomy and independence.

Having parents make most of decision for them and spending most of their time studying inhibit maturity. Moreover, raised by parents who believe in traditional collectivism but also influenced by Western individualist culture, Chinese teenagers are conflicted by a desire to conform to tradition but also pursue individual passions.