The result of in-depth contextual research conducted across Tier 1 and 3 cities across multiple generations. Interviews and longitudinal shadowing of people at their homes and place of work revealed deep insights into the needs and values at the heart of Chinese consumers, and how these change and develop during their lives, in an increasingly digital context.
With growing societal and environmental changes impacting the health and wellness of people, the Chinese strive to offset food and air contamination issues through exercise, often in the social form of “Guangchangwu” public square or plaza dancing. Translating the idea of social physical activity, Manulife Move aims to encourage positive physical activity through rewards and connectivity.
