BOOK EXCERPT: Clicking with the 'post-90s' in China, without alienating other generations

The Bergstrom Group, an insights consultancy focused on 'new China', has published a book titled "All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth", by Mary Bergstrom. The excerpt below looks at how and why young people born after 1990 think and behave—and how one Chinese marketer learned a hard lesson from being overly targeted.

by Mary Bergstrom