In China, Gen Z Is Turning Away from Pressure and Toward Caring Brands
A quiet shift is underway among China’s Gen Z and young millennials. They’re done chasing trends or buying into hype. Instead, they’re drawn to brands that offer something rare: emotional ease, genuine respect, and balance. Exhausted by the relentless push to hustle, optimize, and consume with purpose, many are rejecting “bonded anxiety”—the pressure to make every purchase define their identity,…