# household decision making

China’s 2026 Spending Engine: Middle‑Aged Women and the Rising Silver Economy

As China begins the 15th Five‑Year Plan, policymakers are prioritising a large lift in household consumption and shifting subsidies toward services. The heaviest spenders in 2026 are likely to be asset‑rich middle‑aged women and digitally engaged retirees, who together offer more durable, high‑value consumption than younger cohorts. Brands that invest in scientific credibility, trust‑building and community models will be best positioned to capture this demand.