The growth of China's upper middle class has created incredible growth opportunities for brands, both local and multinational. However, the emerging affluent class of 2018 has evolved significantly over the past ten years. Until recently, the definition of "success" was simple: professional achievement.
Today, people strive to project identities that are much more multi-dimensional: provider for the extended family, modern parent, world explorer, new experience seeker and health and wellness aficionado. This results in a new "master tension" at the heart of upper middle-class consumers: "I want to do more and be more but struggle to balance it all."
In a lively case-filled presentation, Tom Doctoroff, Chief Cultural Insights Officer at Prophet, the largest independent global brand and marketing consultancy, and former CEO of J. Walter Thompson Asia Pacific, will outline five insight-driven strategies to resolve this conflict and earn the loyalty of this critical demographic.
Paul Lin, Chair of the Marketing Committee at AmCham Shanghai, will host this exciting session with Tom.
10:00 Start of Showcase with Tom Doctoroff
11:00 Audience Q&A
11:30 Event Finish