Young Chinese consumers have been demanding brands step up their efforts surrounding mindfulness, health and discretion, but Covid-19 has accelerated this process. Photo: Shutterstock Young Chinese consumers have been demanding brands step up their efforts surrounding mindfulness, health and discretion, but Covid-19 has accelerated this process. Photo: Shutterstock
Young Chinese consumers have been demanding brands step up their efforts surrounding mindfulness, health and discretion, but Covid-19 has accelerated this process. Photo: Shutterstock
Luxury in China

China’s woke Gen Z want sustainability, mindfulness and ‘invisible luxury’– why pricey Western labels aren’t enough for conscious consumers in 2021

  • Brands like JD.com, Alibaba and Shanghai-based Icicle have begun investing in sustainability and responsible sourcing as green trends dominate for young buyers
  • Rising inequality make privacy and discretion commodities, driving demand for labels like Hermès and pushing the wealthy to buy more luxury goods online

Topic |   Luxury in China
Young Chinese consumers have been demanding brands step up their efforts surrounding mindfulness, health and discretion, but Covid-19 has accelerated this process. Photo: Shutterstock Young Chinese consumers have been demanding brands step up their efforts surrounding mindfulness, health and discretion, but Covid-19 has accelerated this process. Photo: Shutterstock
Young Chinese consumers have been demanding brands step up their efforts surrounding mindfulness, health and discretion, but Covid-19 has accelerated this process. Photo: Shutterstock
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