How is individualism reshaping luxury in China?
REPORT
16 Jan 2023
How is individualism reshaping luxury in China?

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?

Glyn Atwal

Glyn Atwal is an associate professor of marketing at Burgundy School of Business. He conducts research on brand management and is the co-author of Luxury Brands in China and India (Palgrave MacMillan, 2017.

Dr. Angela Y. Lee

Dr. Angela Y. Lee joined the marketing faculty at the Kellogg School in 1995 and was named Mechthild Esser Nemmers Professor of Marketing in 2007. Her publications appear in both marketing and psychology journals and she was the co-editor of Kellogg on China.

Ellie Howard

Ellie Howard is a writer and researcher. A graduate of the University of Manchester and University College London, she writes about material and visual culture. She works for LA-based publisher Atelier Éditions, while contributing to the BBC, Creative Review, British Journal of Photography, and Wallpaper* among others.