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China consumers “pessimistic”

Middle class consumers in China are generally more pessimistic and place far more importance on personal wealth than their counterparts in mature markets, Kantar research has shown.

According to the media research firm’s new Global Consumer Perspectives survey, which tracks consumers across 10 markets, people living in emerging-world countries including China, Turkey and South Africa have generally "unhappy" and "pessimistic" attitudes to life, while the opposite is the case for people in Germany, the US and UK.

Kantar measured optimism by tracking the proportion of respondents in each nation who believed "there is a lot I can do to change my life". The researchers also asked people whether they were "happy" or "unhappy" with their present standard of living.