Marketing
October 9, 2019
Kris Wu in Louis Vuitton Horizon Soft luggage campaign. Image credit: Louis Vuitton
By Sarah Jones
China’s millennial and Gen Z audience is looking for brands to speak with them rather than at them, as a study shows they would rather be influential than feel influenced.
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","iv":"643dc72f870829f2d07aab15415cf230","s":"3c74af5a107f71be"}
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