For the last decade, Chinese magazines, sites and government bodies have been labelling unmarried women over 27 assheng nu–‘leftover women’ – in a bid to counter a social trend seen as destabilising society. But who are these leftover women? And why should brands be paying attention to them?

A sexual awakening is occurring in China. As young people experiment with sex, drugs and civil disobedience, this shift has shades of the West’s cultural upheaval in the ‘60s. But are conservative values still shackling the majority? And to what extent can China’s youth really cut loose?

Around 40% of Gen Y think “'til death do us part” is no longer relevant, and more are saying “I don't” to tying the knot. Fusing their love of tech with real-life romance, the Facebook generation is ‘beta-testing’ marriage. But what's driving them to put commitment on probation?

Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?