China’s ‘Savvy Silvers’ Emerge as Key Consumer Force

Accenture PLC said young Chinese consumers are becoming more cautious while a newly aging cohort is showing stronger appetite for spending on leisure, self-improvement and personal interests.

The split matters because Generation Z, defined in the consulting firm’s research as people born from 1995 to 2009, and the over-55s are widely seen as two of China’s most important consumer groups at a time of weak confidence.