3 March 2022


We know that younger generations (#Millennials & #GenZ) from western countries have long opened up about stress and anxiety, but these health issues were still taboo in eastern countries, such as China. Not anymore! Financial concerns, social affairs, and even the pandemic have shifted their thinking…

According to #Deloitte’s Global Millennial 2020 Survey, more than 1/3rd of Chinese Millennial and Gen Z respondents said they experience anxiety or stress “all or most of the time.” And this may only be the tip of the iceberg, as consumer research often fails to factor in the prevalence of “saving face.”


A McKinsey Future of Wellness 2020 study found that 67% of Chinese respondents (versus 48% in the US) said they increased their prioritization of wellness, compared to 2-3 years ago, which has fueled a boom in the Chinese wellness industry.


Mental health issues are becoming audible, embracing new beauty movements that claim well being as a new form of beauty. In fact, it became a real stake for many beauty industry brands, which intensify inspiring initiatives. De-stigmatizing mental health issues is a new TO DO!


Marketing initiatives are no longer sufficient in a world where brands must apply their marketing & communication plan to their own employees. Do what you say!

For example, Porsche AG was recognized as a “2021 Top Employer in China” because it supports measures that deal with emotional stress in a greater context.

Bottom line: Buying luxury goods is not sufficient anymore for the Chinese younger generation; brands should offer more! 🙏

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