Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

At the forefront of the Chinese beauty market is Perfect Diary, a rapidly growing beauty brand that’s turning into China’s quintessential cosmetic label. It’s also a rigorous marketing engine and creative collaborator that’s redefining e-commerce and digital communication.

Chinese Gen Zers are expressing their fashion identities on social platforms, with research from Bilibili pointing towards increased heterogeneity. Video platforms are the new runways, and brands looking for emerging consumer trends would be wise to keep one eye on social.

In times of uncertainty, people often make purchases that reaffirm their identity – yet many ‘global citizens’ championed local firms during the pandemic. Canvas8 spoke to Sharon Ng of Nanyang Technological University to understand the impact of global-local identities on shopping habits.

Chinese consumers are known as the driving force behind the success of numerous European business sectors, but have been slow to show the same support to home-grown Chinese brands. However, as the quality improves so does trust, creating new opportunities for local brands.