Decades of domestic prosperity have seen Chinese citizens become coveted consumers the world over. But a new wind is blowing as young people move away from excessive materialism and towards a more conscious, minimalist approach. What’s driving this shift in shopping habits?

Struggling to deal with many of the pressures and quickening pace of modern city life, young Chinese urbanites are taking comfort in gardening projects. From growing vegetables to creating balcony gardens, they're looking for ways to integrate green-fingered leisure into their lives.

Financial worries have changed the way people in China purchase goods. Despite reports of ‘revenge spending’ directly after lockdown, the opposite seems to be happening – with more time to think about what's important, people are taking a minimalistic approach to shopping and consumption.

Gen Zers are looking for relatable and engaging content that better reflects their understanding of personal wellbeing – and Woo is a platform aiming to provide just that. As young people's wellness values shift, how can brands best cater to their changing mental health needs?