CHINESEWOMENIN2030CONNECTINGWITHFUTURECONSUMERSINTRODUCTIONEXECUTIVESUMMARYHOWISTHEIRWORLDCHANGING020610SUMMARY72IDENTITYIN20301.SELFIDENTITY2.FRIENDSHIP3.LOVE4.FAMILY5.BEAUTY272832364044WORKIN20301.WORKSUCCESS2.CAREERPATHSPLAYIN20301.STATUS2.LEISURETIME3.CONSUMPTIONCONTENTS49505459606468INTRODUCTIONAsChinagrowsintotheworld’sNumber1economy,China’swomenareonasurge.Millennialgirls(borninthe80’sand90’s)grewupduringtheboomyearsofdouble-digitgrowthinChinaasonlychildrendotedonbyparentsandgrandparents.Theylaidthegroundforanewmodeloffemininitywiththeirindependent,confident-strivingandoutspokenstyle.Girlsareoutperformingboysinschool,accountingformorethanhalfofallundergraduatesinChinain2015.Thisnumbermightbeevenhigherwereitnotfortheaffirmativepracticesimplementedbymanyuniversitiestoletmoreboysin*1.Theyaremajorplayersintheeconomy:In2017,61.5%ofwomenparticipatedinChina’slaborforce,contributingsome41%toChina’sGDP,ahigherpercentagethaninmostotherregions,includingNorthAmerica*2.Governmentdatashowsthatwomensetup55%ofnewinternetcompaniesinChinaandmorethanaquarterofallentrepreneursarewomen*3.Ontheconsumptionside,theybuymillionsofarticlesonTaobao,China’sleadinge-commerceplatform,andturnedAlibaba’sSingles’Dayintotheworld’smostvaluabledayforretailers.JackMa,founderofAlibaba,speakingatthe2017GlobalConferenceonWomenandEntrepreneurship,calledwomenthe"secretsauce"ofAlibaba’ssuccess,addingthathewishedtobecomeawomaninhisnextlife*4.Overthelast30years,asoaringeconomyandchangestothelawsregardingeducationandemploymenthavemeantbigchangestowomen’srightsandstatusinChina.ButwhereareChinesewomengoingnext?Giventheirimportanceintheeconomyasbothleadersandconsumers,brandsneedtobeabletoanticipatethetrendsthatwillinfluencewomen.ThisstudylooksatwhereChina’sgirlsandyoungwomentodaywillbein2030.WomenareevolvingaspartofChina’sfastchangingsociety,andbrandsneedtobetterunderstandwhatmotivatesanddrivesthem,inordertoengagewiththeminapositiveway.-03--02-CHINESEWOMENIN2030Specifically,thisstudylooksatt...
