Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?

With the economy in flux, data suggests that younger generations don’t feel marriage is a responsible financial choice. Rising costs are not only impacting people’s purchasing decisions but also their interpersonal connections, forcing people to renegotiate their relationship with life milestones.

Recent years have seen a steep decline in marriage and births in China, with many challenging the government's desire to boost these rates. In that vein, the government has launched a state-sponsored dating app, sparking mixed reactions and debate on the reach of the state into private 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.