Mindset of China Middle Class is Feminine


Director of Resonance China’s SMART, Jerry Clode, has published a much talked-about article in Campaign Asia focussed on his thesis that the psychology of the China’s growing middle class is feminine.

In the article Jerry explains, that in contrast to previous classes in China, the new Chinese middle class is feminine, rather than masculine, in orientation and mindset.

This has enormous implications for how brands communicate in China –  read the article to find out why.Screen Shot 2016-03-31 at 00.28.23

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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