For the last decade, Chinese magazines, sites and government bodies have been labelling unmarried women over 27 as sheng nu –‘leftover women’ – in a bid to counter a social trend seen as destabilising society. But who are these leftover women? And why should brands be paying attention to them?

A video showing a Chinese couple having sex in a Uniqlo changing room in Beijing has been viewed millions of times just a few days since it was uploaded. This is symptomatic of the increasing hedonism of Chinese youths whose values are diverging from their communist roots.

Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?

Baileys has launched a campaign in China that targets women, encouraging them to celebrate their female friendships. The campaign plays on the fact that China's one-child policy means that friends are often the closest women have to sisters.