Marketing
September 17, 2021
Although China has outlawed excessive overtime, burnout culture continues to prevail. As more youth “lie flat” in protest, how should luxury brands respond? Image credit: ByteDance
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","iv":"2ccec3a6aa5b4880c61dbca70bb8c065","s":"b8b8997208f8a15b"}
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