Dennis Potgraven
Mar 25, 2019

The rising potential of China’s new seniors

Set aside your millennial obsession for a moment and focus on China's fastest-growing generational group.

There is certainly no shortage of research or advice when it comes to marketing to millennials, touted as the most significant demographic in marketing. China is no exception when it comes to millennial obsession. However, a closer look reveals that elderly people defined as over-60s represent the fastest growing generational group in China. This group accounts for over 170 million people, representing more than a quarter of all Chinese households. Not only are they getting more comfortable with...

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