Consumer behavior in China could be changing yet again. Until now, research has shown that the Chinese usually trust better-known brands, primarily because the latter help assuage concerns over product quality and safety. According to the latest McKinsey survey, 35% of respondents in China believe that companies that market products across a range of categories are more trustworthy than those that focus on just one or two segments. That’s almost twice the number of Americans (18%) or British (13%) who feel the same way.