Reverence for elders and veneration for virtuous ones has always been a wholesome tradition in China.

“敬老尊贤”一直是中国的优良传统。

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Online elders admit that policy issues are becoming as important as technical ones.

ECONOMIST: The consensus machine

But the best way to reach China's older generation, as most local companies and, increasingly, many foreign ones are starting to realise, may be indirectly, by appealing to the Confucian values of respect for family elders.

ECONOMIST: Business in China: China's golden oldies | The