A recent Future Watch study identifies and describes future consumer trends in Mainland China and Hong Kong over the next 2-10 years. These trends are likely to impact the products and services these consumers buy and the marketing they respond to. It aims to identify significant trends that are specific to China’s unique market. Central to the forecasting is identifying 12 consumer roles that represent key China trends. Each role has an accompanying case study which explains how brands are starting /planning to tap into these nascent trends.