CHINA. China’s Awakened Generation are the “connected, curious, conscientious” young Chinese born post-1985 or post-1990, according to Jing Daily.

They are at the heart of a new study compiled by the publisher in conjunction with RTG Consulting Group called ‘The Future Chinese Consumer: Forget Everything You Know’.

“While China’s development may have slowed compared to decades past, nobody has told its emerging power consumers: the Awakened Generation,” the partners said. “The report helps understand what defines the Awakened Generation and outlines how best to reach them.”

The report assesses a new generation which stands out as “confident, worldly and capable of chasing a future fully their own”

The study is based on 70 in-depth conversations and a smartphone survey of an additional 1,000 respondents.

Most of the Awakened Generation are at university, or recent graduates. They’ve grown up with the Internet, have a global outlook, and they’re coming of age at a time when China is stronger than ever, the partners said.

The report views the important demographic through four lenses:

Arts and culture — from Prada’s restoration of the Rong Zhai shikumen house to the sharp rise and fall of rappers PGOne and Gai.

Travel and leisure — including intrepid trips to the Arctic and Mount Kilimanjaro, eco-tourism, and the rise of livestreaming.

The environment — championed in retired NBA basketball player Yao Ming’s state-sanctioned activism and the environmentalist message of Stephen Chow’s The Mermaid.

Selfhood — with traditional identities being challenged by the likes of FFC-Acrush, a ‘boy band’ made up entirely of girls, and the new trend of ‘flash marriages’.

The Awakened Generation have a new-found confidence in their Chinese identity and are plugged into worldwide news and trends

Click here to read the full report and download the pdf.

*This article was originally published by the much-respected JING DAILY, a Moodie Davitt Report content partner.