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In China, more than in most other places, there’s a massive gap between millennials and their parents. Unlike previous generations in China, the so-called post-90s generation, or those born in the 1990s, grew up during boom years of double-digit growth.

They have fewer memories of hardship than their parents, and high hopes for the future. Western brands were scarce when their parents were young; now people in remote areas can use their mobile phones to order foreign brands off the internet.

And since they grew up under the one-child policy, many enjoyed the undivided attention of both parents plus two sets of grandparents. For marketers, appealing to post-90s youth is a major fixation after all, there are 135 million of them.

Continue reading at AdAge.com