Communications plays a key role in today's pressing challenges, and our thought leaders are always focused on what's next.


Two Sessions 2024: Learnings and Analysis

Our annual advisory for foreign businesses captures China’s policy orientation for 2024 and assesses impact on the market. With sector-specific highlights across technology, health, and consumer for brands to thrive in the nation’s challenging yet dynamic market.

Brands In Motion 2023: ESG Means Business in China

As B2B brands continue to seek a return to growth in post-COVID China, they are viewing ESG (environmental, social and governance) as an increasingly important component of corporate reputation, with multiple applications — from generating awareness to converting sales. Our new, market-specific study reveals the key implications for B2B brands operating in China.

Brands In Motion 2023—It's Personal: The New Rules of Corporate Reputation

Priorities are rapidly shifting in the communications world, and there is a gap between what consumers require of brands and what brands are delivering. WE’s research reveals how brands can maintain a strong corporate reputation amid consumer expectations that are immediate and personal.

B2B Tech MNCs in China: A Guide to Winning Market Entry Comms 2023

With major investment shifts and many executives reconfiguring their China operations, our new market entry advisory offers key considerations for corporates to succeed in the market, as well as some instructive examples of communications strategies by multinational companies that got it right.

China's Gen Z: Unraveling Cultural Dynamics

How can luxury brands resonate with Chinese Gen Zers and appeal to their consumer preferences? This report offers a snapshot of the trends defining China's Gen Z to gauge their influence on the local marketing landscape.

Brands In Motion 2023—Winning the Battle Against Green Fatigue

Nearly half of employees suspect their company of greenwashing to some extent. So how do you successfully communicate your sustainability promises and progress? WE’s research has answers.

Brands In Motion 2023—Healthy Reputations: More Than Medicine

Does corporate reputation inform healthcare professionals' decision-making? WE, in partnership with Sapio Research, surveyed more than 1,000 healthcare professionals to answer that question.

Two Sessions 2023: Observations and Recommendations for Business Leaders

To improve operational and marketing communication strategies in China, brands should analyze the lessons of the 2023 China “Two Sessions” and interpret the complex environment in which they were delivered. Here are our key observations about the meetings and recommendations for brands in China.

Update: How Are Students Talking About Overseas Study?

WE Red Bridge has been working with clients in the overseas education sector for over a decade, and has seen a significant evolution in terms of attitudes about study abroad, preferred destinations, application trends, and more.

Why Product Marketing Is Crucial to Your Business

What exactly is product marketing and what impact does it deliver to companies? In this white paper, Martin Xu, our Director of Technology, sheds light on these questions to help businesses gain a competitive edge through product marketing.

Evolution and Opportunity In China's Overseas Study Market

What does China's overseas study market look like three years into a global pandemic? Kit Mention, who leads our education practice, shows how student expectations have evolved since 2019 to help foreign institutions optimize recruitment strategies in China.

Brands in Motion 2022—The Bravery Mandate: Make It Real

How can brands make their purpose pledges real? Our 2022 findings and whitepaper The Bravery Mandate: Make It Real reveals key strategies.

Data Privacy Pulse

How can brands make their purpose pledges real? Our 2022 findings and whitepaper The Bravery Mandate: Make It Real reveals key strategies.

Brands in Motion: The Bravery Mandate

How can brands navigate a world of motion, and what can they do to meet increasing consumer expectations? The answer: Fear less, do more.

China's Two Sessions 2022: An Executive Summary

As one of China's most significant political meetings of the year, "Two Sessions" provides an annual glimpse into the government's priorities on this year's agenda.

Is Your Brand Prepared for Its Next Consumer Rights Crisis?

Tony Zhang, our Head of Corporate Practice, shares how brands can strengthen their resilience for consumer rights issues and crisis management.

Purpose in China: The Future Role of Brands

WE Red Bridge believes in using its gift of communications to move people to positive action. Find out what business leaders in China have to say about purpose as a business strategy and how brands can lead with purpose in China.

B2B Tech in China Must Set the Foundation for Innovation

B2B tech decision-makers expect more than just innovative products from brands, writes Martin Xu, our Director of Technology. Discover three ways that brands can lay the groundwork for innovation to flourish.