Abstract
This paper reports three studies – autoethnographic, ethnographic and survey-based –investigating the desired self-narratives of young, university educated Chinese women. The outcomes suggest that this generation of women are very self-focussed, emphasising self-care and self-growth. They are ambitious and individualistic, very different from their parents’ generation. The role of products and services in understanding and supporting this cohort’s desired narratives is discussed.
Publisher
Universidad Nacional de Colombia