Wavemaker released a deep dive study on one of the strongest future consumer groups in China: women. 

As China grows into the world’s largest economy, Chinese women are on a surge. Millennial girls, born in the 80’s and 90’s, grew up during the boom years of double-digit growth as only children, doted on by parents and grandparents. As grown women, their independent, confident and outspoken style has laid the ground for a new model of femininity, and feminine consumerism, in China.

The report identifies how today’s 6-17 years-old girls and 18-28 years-old GenerationZ women are future recruitment and retention targets for brands. In the report Wavemaker identifies 12 drives of change in China between now and 2030, covering the economic, environmental, political, social and technological forces that will impact Chinese women’s values, attitudes and behaviours in the future, across 10 dimensions under the themes of identity, work and play.

Highlights from the report

IDENTITY IN 2030 – Chinese women are moving away from the dilemma of balancing self-expression with societal expectations. In 2030, they will demonstrate a more consistent self-identity that expresses individualism and purpose. Feeling more independent, Chinese women will pursue meaning and purpose in their relationships.

WORK IN 2030 – Chinese women are already challenging the barriers of equal opportunities to in the workplace. By 2030, women will have financial independence, and women in leadership roles will be considered normal. In fact, the report identifies how women are expected to progress ahead of men in the work place with digital disruption and automation favouring new skill sets like empathy or creativity that are irreplaceable by automation.

PLAY IN 2030 – A new sense of purpose will guide how women spend their time and money. Current superficial status symbols like wealth or popularity on social media makes way for more sophisticated measures like education, wellbeing and connoisseurship as well as the extend someone has a positive impact on society. Leisure activities that combine individual passions and social causes will also be increasingly common. Shopping becomes a more selective activity, facilitated by a growing sharing economy and targeting algorithms.

The report is based on the Kantar Consulting's proprietary Global Monitor consumer research as well as on trend, futures and generational studies and research reports. In addition, 10 expert interviews were also conducted to add depth and nuance to the trends explored.

Wavemaker was founded with a mission to ‘Make the Future’ by delivering transformative solutions in media, content and technology for brands globally. Wavemaker China CEO & APAC President Gordon Domlija said: “With so much energy in our industry focused on the short term, it would be easy to lose sight of the future and how it applies to longer term planning. At Wavemaker we take huge pride in understanding how the changing landscape will affect consumer behaviour and decision making. This unique white paper sets out the factors that will drive change in the coming decade, as well as gives insight into how to leverage the marketing opportunities along the way."

Download the access the full report here.

Highlights of this report was also presented at the recent Spikes Asia 2019 by Wavemaker China's Head of Insights, Linna Zhao and Managing Director of PLUS China, Azhar Shah, where the session looked at where China’s current schoolgirls and GenZ women will be in 2030 in terms of their values, attitudes and behaviours to act as an inspiration for brands over the next decade.