Cultural Radar
'Cultural Radar' is an ongoing series that explores a range of important cultural currents in Asia, all of them important for effective brand-building.
New permissiveness: The growing need for instant gratification
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.
The emerging non-Javanese Indonesian consumer
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.
Downshifting lifestyles: What does the trend mean for brands?
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?
We are all many, and brands need to understand that
Unpacking conflict and tensions across consumers’ multiple identities can help brands capture both first-mover advantage and long-term loyalty.
Virtual avatars are a chance for audiences to start afresh
Marketers must consider the limitless potential of avatars and how it aids community-building online, according to Mike Ong from Bigo Technology.
Understanding Gen Z in India
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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