Y&R Generation Asia 2014: Build A Strong Business With Gen Power
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Latest insights expanded from the world’s largest attitudinal study by VML & Y&R on Generation Asia that bring new opportunity for brands
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Y&R Generation Asia 2014: Build A Strong Business With Gen Power
- 3. OF CHINA’S POPULATION WILL BE MIDDLE CLASS 70% BY 2020
- 4. *RWW THE ANNUAL 2010/ INPUTS TO 2020 GFK ROPER CONSULTING 2010 AND 90% OF INDIA’S POPULATION BY 2040
- 5. OF VIETNAM’S POPULATION WILL BE MIDDLE CLASS 46% BY 2020
- 6. Asians evolve with progressive mentality, driven by ‘value equation’ & ‘human-centricity’
- 7. How do we get to know Generation Power Asia 2014?
- 8. Y&R Generation Asia is one of Asia’s most comprehensive psychographic studies on measuring how Asians think and interact with things in their lives. © 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved.
- 9. Y&R Generation Asia In order to fully understand and complete a macro picture about Asian nations, Y&R Generation Asia is expanded its scope of the study from 18-35 years in 2012 to 35-59 years in 2014 with total sample size of 32,000 respondents. 2012 Young Asians 18-35 years (n = 16,031 rds.) 2014 Adult Asians 35-59 years (n = 16,029 rds.) © 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved.
- 10. Y&R Generation Power Research Approach A quantitative research studies about attitude, values, and lifestyles among Asia adults people across 10 countries. n = 16,029 respondents Sample size Jan. – Mar., 2014. Period China, Hong Kong, Indonesia, India, Korea, Malaysia, Philippines, Singapore, Thailand, Vietnam (n = 1,500/ country) Areas of study 10countries Profiles • Mature adult 35-59 years • Digitally connected (Online at least several hours a day) Online survey with self completion by VML agency Method © 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved. VIETNAM SAMPLE SIZE = 1,488
- 11. Y&R Generation Power Sample Structure Sample size n = 16,029 35-39 AGE RANGES 26% 26% 21% 17% 10% 40-44 45-49 50-54 55-59 GENDER (soft quota) M: 49% F: 51% HAVE CHILD 76% 31%: 1 Kid 31%: 2 Kids 24%: 3 Kids+ GET MARRIED S: 18% M: 81% EDUCATION © 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved. CAREER
- 12. SCOPE OF Y&R GENERATION POWER STUDY AUTOMOBILE BEAUTY(F) BEAUTY(M) EDUCATION ENTERTAINMENT FASHION FINANCE HEALTH KID LUXURY LOVE MEDIA SPORT TECHNOLOGY TRAVEL FOOD
- 14. 1 Base: Total Asia nations in 10 countries UNCOMPROMISING SUCCEEDER (CHANGE MASTER / LIVE BALANCE) 6 PRESERVED AND PROGRESS 2 HEALTH AND WEALTH ARE THE NEW FUTURE SELF 3 KNOWLEDGE SAVVY, SMART DECISION MAKER 4 INSPI-RIENCE SEEKER (INSPIRE + EXPERIENCE) 5 ENERGIZED BYLOVE AND ROMANCE 10 FAMILY INCLUSION, SOCIAL SECLUSION 9TRADITIONAL REBELION 8 SUBSTANCE IS AS IMPORTANT AS STYLE, DESIGN IS FUNCTION 7RISK MANAGER, STABILITY BUILDER 10GENERATION POWER CHARACTERISTICS
- 15. Generation Power of Vietnam
- 16. The Vietnamese Gen Power • Majority: 40-59 years old, 74% • Born between: 1955-1974 (War, separated) • Brothers, sisters, parents live through war trauma • 1986: Doi moi (renewal) stopped centralized economy • 1992-2000 was the normalization process with the US government
- 17. Such unique social, economic context made them distinguished •Progressive adopters •Traditional value preservers •Optimistic thinkers •Community driven •Wise decision maker
- 18. Gen Power Vietnam’s characteristics How to speak to them effectively
- 19. Optimistic thinker Progressive adopters Knowledge savvy, Wise decision maker Anti-aging enthusiast Traditional value preserver Inspired by nature and authenticity CREATE CULTURAL IDENTITY fusion of sustainable heritage and modernity DEFINE BRAND PURPOSE Indicate the role of your brand in consumers’ life. Motivate them with unique brand story. CAPTIVATE CONSUMERS make the conventional more interesting & fresh Community driven Social and digitally connected
- 21. Substance is as important as Style Wisdom Savvy and Anti-spontaneity Optimistically Progressive yet take pride of the ‘origin’
- 22. What is the opportunity for brands?
- 23. CONTEXTUALISE YOUR IDEA LEARN FROM THE CULTURE LIVE IN THE COMMUNITY INTEGRATE NOT TEMPLATE GO TO THE JUNGLE 5 ways to adopt CULTURALISATION
- 24. CONTEXTUALISE YOUR IDEA LEARN FROM THE CULTURE LIVE IN THE COMMUNITY INTEGRATE NOT TEMPLATE GO TO THE JUNGLE THANK YOU If you would like to know how Y&R’s Power Generation study can help to build emotional resonance and increase your brand relevance, please write to Vincent.VanDessel@yr.com Or call (+84) 0902714099.