The pandemic has encouraged Boomers and Older Adults to embrace tech devices as a solution to loneliness and empowers them when help from others is scarce. These silver surfers are the ones to watch in the 2022 global consumer market, inviting tech brands to tailor their offerings accordingly.

Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.

China may be returning to a state of ‘normality’ following COVID-19, but after spending months in lockdown, certain crisis-time consumer habits seem to be sticking around – one of the most visible being a mass shift to e-commerce. So, how do people want to browse and buy online post-pandemic?

Gaming has emerged as an unlikely hobby among Older Adults in China. This uptick illustrates how older generations are gravitating toward online spaces for intimacy and leisure. And they’ve found comfort in their online interactions by gaming as a way to stay connected in a time of separation.