What to expect from the Post-Millennials generation in China
Marketing Management Class – DDIM – Fudan University
J.S. 10/18/15
In the past few decades, the world has experienced an ever faster technological progress that has
changed the lives of many generations. In particular, the most affected ones were the famous
“Millennials” – broadly defined as those born between 1980s and 2000 – and the “post–Millennials”
– those born after 2000. The main difference between the two is that the latter is the first generation
to completely grow up surrounded by social media. This is true also for the more conservative China.
Chinese “post-Millennials” who are just 14-15 years old now will soon become an important (if not
the main) driver of consumption and, as such, they must be understood and targeted by companies.
In order to do so, marketing teams must first understand how to effectively address them. For this
reason, finding what believes they hold is the first step to design a marketing strategy. However,
how can they grasp something as unobservable as a “belief”? The answer is not easy. First, their
“behaviors” must be observed and recorded; second, from those we must derive their “attitudes”
and at last we need to guess their “believes”.
