Chinese Parents Put Children First
Chinese parents are prioritising their families over their careers and putting their children's needs before their own, according to findings from global market research firm Mintel.
Released in December 2017, the study surveyed young parents aged between 20 and 39, who have at least one child aged 17 or below. Key findings include:
- Children First: Some 72% of young Chinese parents (aged 20 to 29) believe that raising their kids is more important than developing their career. They strive to improve their children's quality of life: 93% set tangible goals for the next five years, such as buying a house (35%) or a car (24%).
- Pet Love: Chinese parents believe that pets can improve their children's quality of life. Sixty-five per cent think they're beneficial to their children's growth, as they offer opportunities for exercise and companionship - particularly when considered in light of the country's one-child policy, which was in place until 2016.
- Father Figures: Chinese fathers are involved in their children's upbringing, with 54% stating that communication among family members is very important. They also have a say when it comes to family leisure and entertainment, with 44% choosing activities that get their children moving.
- Family Tech: Seventy-three per cent of Chinese parents admit to using tech devices to help their children study. However, they are conscious of the negative effects of exposing children to digital media and want to protect them from it (see also Kids & Family Tech Trends).
For more on the attitudes of Chinese consumers, see China's Youth: Challenger Consumers.