Jenny Chan 陳詠欣
Apr 30, 2013

Career mistresses, and the truth about women holding up half the sky in China

GREATER CHINA - Wifely or motherly obligations take a back seat to financial independence in China, where accelerated changes in attitudes among women demand that marketers work to understand them in order to create brand experiences that build affinity, according to research by Starcom MediaVest Group.

32-year-old Guan from Dali posing with toothpaste brands she bought

It's no secret that Chinese women have evolved from submissive stereotypes of primary caregivers of the youngold to powerful feminine forces in the economy. But to what extent Using both qualitative and quantitative methods, Starcom MediaVest Group involved 11,594 women in 26 cities across Greater China in a female-focused study.

The research also included two-hour, in-depth interviews with 68 women in Shanghai, Chengdu, Shenyang, Quanzhou, Dali, Hong Kong, Taipei, Taichung, and Kaohsiung that...

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