A Cross-Cultural Initiative: Engaging China's Middle Class

This study provides an evaluation of China’s growing middle class, the new consumers for world economies and estimated to be 300-500 million people. By using internal analysis of market and nonmarket variables, we detail how the future growth rate of the middle class is dependent on three issues: domestic consumption trends of Generation Y in China, the valued opportunity of the science and technology industry, and the importance of maintaining a strong work force able to increase productivity. In particular, we discuss market demands from Generation Y, products best suited for Chinese consumers, and the effect social-economic inequalities in Western China will have on development measures of the middle class. Based on data collection, interviews, library research and econometric analyses, we show how these above issues will continue to influence consumer behavior, reform policies, and the growth of the middle class in China. It is important to note that economic growth and prosperity in China will only continue if the national government and private institutions, along with the international agendas of other countries, are in balance, and not excess, of the resources and capabilities available for desired growth levels.