This Week's Herman Trend Alert

HR in Normal 2.0

  The Herman Trend Alert

March 6, 2013

The Rise of China's Millennials

Look around an airport anywhere in the world and you will see them in greater numbers than ever before. China's Millennials, people born after 1990, are traveling the world to learn, to work, and to play. They're attending foreign universities and colleges in record numbers and visiting places their parents only saw in images.

Called by some demographers the post-1990 generation, they are between the ages of 13 and 22, teenagers and young adults. They are expected to be better educated that their predecessors and significantly more media savvy as well. They have always had the Internet to keep them informed and that will result in these young people having much more confidence in their home country and its brands and products. (This latest scare about "cancer villages" not withstanding; it will be forgotten by most very soon.)

Moreover, the rise in the recognition of Chinese brands may indicate the end of the attraction previous generations have had for foreign brands and products. Not good news for some companies in the United States and elsewhere.

They were born in huge numbers: overall, 20 million children were born in China each year of the 1990s. To put that enormous number in perspective, that's about five times the number of children born in the US every year during the same decade.

This Post-1990 Generation is also the first to grow up amidst relative prosperity, at a time in which incomes have been rising, and the expectation that one could "get ahead" has been high.

The implications and opportunities presented by this population segment are extraordinary. In just the 1990s, China produced 200 million consumers. By the year 2020, they will range in age from 21 to 30. Clearly, they will drive much of the China's consumption.

Why? Because they're already spending.

Many members of this post-1990 generation already have developed a taste for consumerism. One survey of city-dwellers in this generation found that some 64 percent of them had a credit card, and the members of middle-school age claimed they had an average of USD$61 a month in "pocket money". This finding represents a five-fold increase from a survey conducted 10 years ago.

China's Millennials are upwardly mobile, hip, confident, and have money to spend. Marketers who ignore them will be overlooking a very lucrative segment of buyers. On the other hand, we will see wise marketers developing specific products to appeal to their increasingly filled pocketbooks.

Special thanks to for bringing this issue to our attention.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

The Association of Professional Futurists proudly presents its annual online learning experiences on Full Spectrum Futures. Network with leading futurists from all over the world. And best of all, it's free to attend, though contributions are encouraged to help defray costs. For more information, visit here.

Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at or contact her on SKYPE at marianacampora.

Our author Joyce gets quoted in TIME Magazine and other national media on a regular basis. You can, too! Sign up for You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by October 31st @

To read this Herman Trend Alert on the web:

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home About Products Resources Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.