When marketing to Chinese Millennials, brands should leave outdated notions of the country behind—as Dolce & Gabbana recently learned.

When marketing to Chinese Millennials, brands should leave outdated notions of the country behind—as Dolce & Gabbana recently learned. The brand’s “D&G Loves China” campaign featured the “rough edges” of China and its most famous (and most touristy) clichés, resulting in ads some are calling “tone-deaf” and “offensive”. Experts say western brands are repeatedly romanticizing an old version of China when Millennials want to see the modern country they know and love. As Ypulse noted, the generation of “little emperors” is breaking rules and traditions—so brands need to start looking forward rather than back. (The Drum)