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.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

The markers of success have changed in China and although being married is still a desire for women, it is no longer the be-all and end-all of one's existence. Instead TV shows are forging a different narrative that prioritises career success, financial independence, and wealth.

The Chinese government has taken action against what it calls 'sissy men' – that is, men, often celebrities, who are seen as too effeminate. Brands are increasingly operating in a complex and somewhat restricted terrain when it comes to communicating masculinity in China.

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.

While D&I has become a hot topic in the Western corporate world, many companies are leaping into the unknown when applying related strategies in China, often leading to dire results and backlash. How do societal values and politics shape attitudes to diversity and inclusion in the country?