China’s consumer profiles are changing fast. Marketing expert Ashley Dudarenok picks seven profiles from her latest publication, the China Mega Report 2025, for Jing Daily—for example, the Green connectors: Millennials driving sustainability.
Ashley Dudarenok:
Born between 1981 and 1996, China’s 320 million millennials are digital natives and major economic drivers. Their focus has shifted from affordability and status symbols to quality and sustainability. Eco-consciousness is now a purchasing prerequisite, with electric vehicles, smart home devices, and biodegradable packaging in high demand.
Millennials research extensively before buying, favoring platforms like JD.com and Taobao. Social media and green influencers play a crucial role in their choices. Brands that clearly communicate sustainability initiatives — such as carbon offset programs and ethical sourcing — gain their trust. However, greenwashing can damage brand credibility.
Luxury brands must integrate sustainability into their identity, providing tangible proof of commitment. Millennials are willing to pay for experiences that align with their values, such as eco-tourism and farm-to-table dining. By aligning with this mindset, brands can build long-term loyalty.
More profiles in the Jing Daily.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Get in touch or fill out our speakers’ request form.
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