Attitudinal gaps shrink in Asia

TOKYO: Hakuhodo's latest Sei-Katsu-Sha regionwide survey has found that attitudinal gaps between generations and genders are shrinking in the advanced markets of Asia, with the exception of Hong Kong. The study, involving almost 11,400 people in 14 major cities, found that there was still big differences between men and women in Hong Kong, with the latter scoring significantly higher in a number of key areas including self-fulfilment, lifestyle, trend- iness, stability and family happiness. At the same time, Hong Kong youths were more socially-oriented compared with people a generation or more older. In Taipei, which also has a high standard of living and shares a similar culture, the gaps were smaller and there was a tendency for people to be inward-looking and indifferent to those around them. Satoshi Oyama, Hakuhodo research and development division global marketing supervisor, said the difference can be attributed to demographic factors. "Hong Kong is still a society where competition rules and a place where new immigrants, especially from China, go to in search of a new life, a dream. This is similar to the American society, where competition is high, there is a large gap between the rich and poor and which is a place people try to emigrate to in search of a better life," he said. Taipei, on the other hand, is developing similar to Japan, Oyama said. "Class differences are small, the middle class is large, people are inward-looking and the generational gap is small." The findings are significant for marketers: more non-conventional marketing strategies are needed to reach Japanese and Taiwanese consumers compared with their Hong Kong counterparts.

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