The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Throughout history, women's bodies have often been associated with stigma and shame, but people are pushing for a change to this narrative. Indian Netflix seriesBombay Begumshas won fans for its efforts to portray a taboo topic with authenticity – the experience of menopause.

Young Chinese women living in urban areas are fighting against the cultural pressure to tie the knot. With many young women adopting modern values and prioritising their own needs over love, brands would do well to align with these values and empower female independence.

In China, the desire to be perceived as marriageable and successful has long driven men to adhere to a rigid (and largely unrealistic) model of masculinity – but societal shifts have sparked changes in attitudes. What does the ’modern man’ look like and what does he value in life?

Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.