The Great Wall of opportunity: Marketing insights from China's census

Brands that get ahead of national policies which are based on data from China's decennial census are the ones that often gain the most consumer traction in the market; Initiative China's Abby Wong has insights for those planning their strategies.

China's seventh national population census – the most recent and conducted only once every decade – offers new insights into the daily lives of the average citizen, revealing unique and interesting data points across its entire demographic.

Historically, the data collected by the census has served as one of the cornerstones for future government policies, guiding long-term economic and social development plans. Incredibly, this decade's census mobilised more than seven million official