Cultural Radar

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.

Dec 20, 2021

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.

Dec 13, 2021

Only dummies would fail to consider gender in design

Are men the default humans? Of course not, but too many products and services are designed as if they are. Changing that is not only the right thing to do but a massive commercial opportunity. Here's three simple steps for brands that want to do better.

Nov 11, 2021

Expecting the worst: How brands can embrace pessimism following COP26

The upbeat words and images brands are using around the climate crisis are increasingly out of sync with the public mood. It's time for marketers and agencies to embrace a more activist stance while still conveying optimism.

Aug 6, 2021

How brands can appreciate, celebrate and enhance time

Brands should understand the cultural underpinnings of attitudes toward time, so they can align value propositions to helping consumers build meaningful relationships with it.

May 17, 2021

Can Japan recognise strength in diversity?

Japan’s concept of what it means to be Japanese remains overly narrow. But some signs point to more inclusion and acceptance of diversity in background, mindset, struggles and choices, writes the co-CEO of Yuzu Kyodai.

Mar 24, 2021

One way Japanese young people are exactly like their parents

The need for formalised interaction with clear 'safety rails' persists among digital natives, and it behooves brands to understand it, according to the co-CEO of Yuzu Kyodai Japan.