As consumers become more aware of the health effects of everyday objects, they are reconsidering what they consume. An investigation into toxic chemicals in clothes has sparked a widespread call for fashion brands to ‘detox’ their supply chains.

As ethics and quality are prioritised over surface-level appeal more than ever before, HK Honey is perfectly positioned to cater to the increasingly environmentally-aware Chinese consumer.

If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola, the world's most valuable brand, has openly pressed moral 'reset', throwing itself into the drive for collective health improvement.

Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands, and how do they choose between them? We spoke to marketing professor Lily Dong to find out.