The Chinese consumer is changing. According to new research from McKinsey & Company, we are now experiencing the ‘modernisation’ of this group, with the nation’s consumers shifting from indiscriminate spending to, ‘Prioritising premium products and living a more balanced, healthy, and family-centric life.’
Changes such as this provide insight into the development of the modern Chinese worker too, as the boundaries between consumer and employee begin to blur. In the west, this has given rise to what we at Allegis Global Solutions (AGS) call the TalentSumer – employees who choose the business they want to work for in much the same way a consumer selects a brand from the shelf.