The use of generations has been recognized by several researchers in the marketing field as one of the most effective ways to segment the market in order to design marketing campaigns.Individuals experiencing the same historical,social,cultural,political,and economic events during their young adulthood years form a generation and share common core values and behaviours which remain constant over the course of their lives.Hence,using generations in addressing their consumer needs it is more effective than using other demographic variables such as chronological age,gender,education,or income.Many studies on the U.S.generations have been produced throughout the years,and the U.S.framework has often been used by marketers all around the world,although generational cohorts are country-specific.In China there is a lack of scientific research in this field,and the existing studies fail to reach an agreement.The present study was produced with the aim to explore the newest Chinese generation in order to understand what events or changes individuals forming this generation consider important.Understanding this could allow in the future to define the events responsible for the creation of this generation and consequently its length and core characteristics.Starting from the Generational Cohort and the Collective Memories theories,a field research directly conducted over four months in the city of Beijing has been implemented throughout the administration of a survey.Results show some peculiar traits of the new Chinese generation,laying the groundwork for future research investigating generational cohorts in China which could reveal the exact birth years of the newest Chinese generation and its main characteristics and buying behaviours.