Chinese Millennials: New Minds in an Old World

This article explores the context in which millennials operate, that is, a world controlled by those older than them - the group has not been politicised by stagnant incomes and declining social mobility, instead it has taken a 'live for now' stance.

Chinese Millennials: New Minds in an Old World

Tom Doctoroff JWT

A man looks at his phone as he walks past a poster at the entrance of a mall in Beijing on July 22, 2015. (WANG ZHAO/AFP/Getty Images)

Marketers' focus on the "millennial" generation - that is, individuals born in the last two decades of the 20th century - has become an obsessive fixation, according to a recent The New York Times report.