CULTURAL RADAR: Compromise and caution today no longer guarantee wealth and happiness tomorrow so for many young consumers, enjoying today feels like the strategically wise thing to do.
As Indonesia moves its capitol to place focus on the nation's eastern region, brands too must recognise that Indonesia is a mosaic of distinct cultures.
More people with the means to do so want to opt out of the traditional rat race to pursue more meaningful lifestyles. How can brands meet them there?
Unpacking conflict and tensions across consumers’ multiple identities can help brands capture both first-mover advantage and long-term loyalty.
Marketers must consider the limitless potential of avatars and how it aids community-building online, according to Mike Ong from Bigo Technology.
Indians born between 1997 and 2010 differ both from the western conception of Gen Z consumers and from each other, depending on where and how they live.
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