Becoming Modern, Not Western

Seems like at least once a week these days I have a discussion with colleagues on the topic ‘is there a global youth culture?’ And what is it? What threads run throughout?

Here’s some slightly contrarian food for thought. Authors Kirsten Høgh Thøgersen and Nandani Lynton argue in this smart Businessweek piece that China’s Gen Y is not becoming Western.

Visit a Chinese city today and you would assume that China is Westernizing. Young people sit in Starbucks drinking lattes, texting friends, and playing online games. However, don’t be fooled. In China, 240 million young people are certainly modernizing, but they’re also holding tight to Chinese values like responsibility for the extended family, adherence to the middle way or harmony, and care of relationships. Despite surface appearances, China’s Generation Y is not becoming Western.

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About angelgibson

I am a former big ad agency brand planner, running footloose and fancy-free through the streets of New York City. I read all those huge research reports that explain how and why consumers love or are indifferent to particular brands, the types of messaging that make them break out in night sweats, and the ONE thing you are not doing that your customers really wish you would. I read a lot of other stuff too. I write custom reports, design proprietary research, basically help my smart and fabulous clients become even more so.

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