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2015 03 POST-DEMOGRAPHIC CONSUMERISM IN ASIA

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2015 03 POST-DEMOGRAPHIC CONSUMERISM IN ASIA

  1. 1. POST- DEMOGRAPHIC CONSUMERISM IN ASIA In 2015, Asia evolves beyond the old demographic models of consumer behavior. ASIA TREND BULLETIN MARCH 2015
  2. 2. If Asian brands keep aiming at their ‘target customer’, they’re going to miss. Asian consumers are changing fast – and old ideas about which customers to target just don’t hold true anymore. For decades, Asian brands – just like their counterparts around the world – have obsessively divided customers into a range of demographic segments. Think 18-35s, single women, the middle classes, seniors, Millennials, LGBT consumers, High Net Worth Individuals, and many more.* In 2015, everyone can sense that Asian consumerism is changing fast. But fewer brands and businesses are daring to rethink the traditional, demographics-based models that guide their innovation and marketing. The truth? Underlying much of the change we see accelerating through the consumer arena daily is a powerful trend that poses huge challenges – and presents great opportunities – to any brand that wants to connect with and delight Asian customers. *More recently, a few use psychographics: segmenting consumers based on lifestyles and behaviors. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 2
  3. 3. KANTAR WORLDPANEL, MARCH 2015 In 2014, 39% of Chinese citizens in Tier II cities used social media, against just 28% in Tier I cities. TIER II CITIES TIER I CITIES 28%39% POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 3
  4. 4. The Malaysian ancient art of Wayang Kulit (shadow puppetry) is being reinvented by young people using Star Wars characters. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 4
  5. 5. KANTAR WORLDPANEL, JANUARY 2014 Growth in sales of male grooming products in Asia is outpacing that of beauty products for women. 62% of men disagree with the idea that a groomed appearance is ‘just a woman thing’. OF MEN DISAGREE “Beauty products are for women” 62% POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 5
  6. 6. Ojek (motorcycle taxi) in Indonesia, a traditionally working class mode of transportation, can now be hailed by smartphone. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 6
  7. 7. Four snapshots of the counterintuitive Asian consumer arena. One underlying reality: Asia is entering a POST-DEMOGRAPHIC age! POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 7
  8. 8. DEFINITION POST-DEMOGRAPHIC CONSUMERISM | People – of all ages and in all markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more. We’ve already written about this epic trend from a global perspective. And in that Briefing, we outlined how the pace of change is simply too fast, society too fluid, the global brain too accessible, the market too efficient and innovation too democratic for the old, demographic model of consumer behavior to still hold true. But while POST-DEMOGRAPHIC CONSUMERISM is a truly global trend, it’s playing out in its own way across Asia, driven by the coming together of uniquely Asian cultures, traditions, mindsets and expectations. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 8
  9. 9. WHY NOW? Four powerful forces are driving this trend. 1. ACCESS: Asian consumers from Bangkok to Beijing have access to the same information – and often the same brands and products. Think Samsung, Coca- Cola, Lifebuoy... This facilitates a new level of shared, universal consumer experience. 2. PERMISSION: Asian societies are becoming increasingly progressive and liberal, and urban consumers are ever more exposed to unconventional and alternative lifestyle choices. 3. ABILITY: Individual consumers are able to personalize – and express themselves through – consumption to a greater degree, especially with social media allowing consumers to craft their own unique identities in the digital realm. 4. DESIRE: The Asian STATUSPHERE is changing fast, with the eroding connection between financial resources and social status making customer behavior less predictable via income level, and changing the balance of power between generations. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 9
  10. 10. So how should brands respond to the rise of POST-DEMOGRAPHIC Asia? We’ve identified three immediately actionable, Asia-specific innovation opportunities that MUST be on your radar! 1. NEW NORMAL: Old social norms are breaking down, and non-traditional lifestyles are on the rise. In Asia, that means everything from love-based marriages to freedom of speech. Brands that celebrate new and diverse lifestyles will be rewarded. 2. HERITAGE CHIC: In a POST-DEMOGRAPHIC Asia, cultural traditions are being preserved but also reinvented – and often by the people you’d least expect: serve, facilitate and connect with them! 3. TRIBEFACTURING: Focus customer targeting around niche groups, or ‘tribes’, with the same tastes/ interests/sensibilities. In Asia, these tribes often arise out of necessity above everything else. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 10
  11. 11. 1. NEW NORMAL Embrace and celebrate new diversity in lifestyles and attitudes across Asia. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 11
  12. 12. We obviously offer much more than monthly Trend Bulletins... Your complete trend and innovation solution. Our Premium Service Find out more 2015 Trend Report Trend Framework Innovation Database Industry Updates Apply Toolkit Monthly Updates 1-page Trend Handouts 1 2 3 4 5 6 7
  13. 13. What exactly is NEW NORMAL in Asia? And what are brands supposed to do about it? We first identified NEW NORMAL as a standalone trend for Asia back in 2014. The five-second summary? Around the world, social norms that kept people bound to ‘expected’ lifestyles are fading and new, non-traditional ways of living and thinking are on the rise. So what does this look like in Asia? Of course, in many Asian societies, tradition and socially conservative values still hold strong. So NEW NORMAL can mean acceptance of ideas and lifestyles that are already plain OLD NORMAL elsewhere. Examples include freedom of speech, gender roles, individuality (as opposed to family attachments), and love-based marriages. Brands can win the love of new customers by celebrating, and advocating, these NEW NORMAL lifestyles. Sure, sometimes this will mean controversy. But remember, consumers love brands who make a stand for a cause they care about! NEW NORMAL POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 13
  14. 14. COMMUNITY MARKETING AND INSIGHTS, AUGUST 2014 The estimated purchasing power of China’s LGBT community is USD 470 billion. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 14
  15. 15. ENSUS AND STATISTICS DEPARTMENT, HONG KONG SPECIAL ADMINISTRATIVE REGION, JANUARY 2015 In Hong Kong, more women are staying single. From 1991 to 2011, the proportion of married women declined from 65% to 55%. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 15
  16. 16. NEW NORMAL: FEATURED INNOVATIONS Levi’s Campaign invites individuals to celebrate Chinese New Year the non-traditional way. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 16
  17. 17. NEW NORMAL: FEATURED INNOVATIONS Tanishq Jewelery brand promotes love-based marriages. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 17
  18. 18. NEW NORMAL: FEATURED INNOVATIONS 100Most Magazine launches merchandise supporting the LGBT community. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 18
  19. 19. NEW NORMAL: FEATURED INNOVATIONS BFM Radio Station Independent radio station promotes non- biased reporting. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 19
  20. 20. Controversies For all that ways of thinking and living are changing across Asia, the mindsets of plenty of citizens are yet to catch up. Celebrating, and advocating, NEW NORMAL lifestyles may come with controversies, as the following examples demonstrate. But then again, consumers love BRAND STANDS! NEW NORMAL POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 20
  21. 21. NEW NORMAL: FEATURED INNOVATIONS Apple Chinese New Year campaign upholds traditional family values. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 21
  22. 22. NEW NORMAL: FEATURED INNOVATIONS All India Bakchod Roast comedy show garners contradicting opinions in India. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 22
  23. 23. NEW NORMAL: FEATURED INNOVATIONS Bench Contradicting responses over ad supporting same-sex relationships. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 23
  24. 24. POOJA SOLANKI, INDIA “We have caught glimpses of NEW NORMAL in India. It has caused controversies each time and become a national topic of discussion. It’s an observation that people are “morally confused” between the old conventions and the new, changing scenarios of the modern world. Society does not know which side to support.” POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.spotters.trendwatching.com 24
  25. 25. 2. HERITAGE CHIC Tradition is getting reinvented in POST-DEMOGRAPHIC Asia. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 25
  26. 26. Tradition is becoming the new chic. And for groups of people you wouldn’t expect! Asian societies are being swept up in a wave of globalization, causing the evolution of traditions and cultures. Some fear the erosion of their cultural heritage, and are scrambling to hold on to it. As a result, traditional cultures are being reinvented in novel, modern ways to keep up with the times. And in the POST-DEMOGRAPHIC world, the people most concerned about tradition might not be the groups you would expect. The upshot? Brands that reinvent and reimagine culture and tradition for new groups of people – with the help of technology, or through sheer creativity and imagination – will win a special place in the hearts of their customers – and win entirely new fans, too! HERITAGE CHIC POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 26
  27. 27. ENERATION ASIA, Y&R, OCTOBER 2014 Across Asia, 70% of 18-35 year olds fear for the on-going erosion of traditional values. Thai youths are particularly concerned about losing traditional values. They score 119 on the index, with 100 being the average. OF ASIAN YOUTH 70% POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 27
  28. 28. GENERATION ASIA, Y&R, OCTOBER 2014 Among 18-35 year olds in Malaysia, 82% believe in preserving cultural connections through family values. The figure is lower – at 57% – for 36-60 year olds. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 28
  29. 29. HERITAGE CHIC: FEATURED INNOVATIONS HalalMinds Mobile app helps Muslims locate and identify halal products. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 29
  30. 30. HERITAGE CHIC: FEATURED INNOVATIONS Peperangan Bintang Reinventing the traditional art of ‘Wayang Kulit’ with Star Wars POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 30
  31. 31. HERITAGE CHIC: FEATURED INNOVATIONS Icons of SG for SG50 Campaign promotes icons Singaporeans can identify with. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 31
  32. 32. HERITAGE CHIC: FEATURED INNOVATIONS Tsui Yuen Limited edition book raises awareness of a vanishing traditional art. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 32
  33. 33. 3. TRIBEFACTURING Think beyond traditional demographics by catering to niche tribes of people with the same tastes/interests/sensibilities. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 33
  34. 34. SELF-EXPRESSION vs. BARE NECESSITIES In Asia, self-expression can give rise to new tribes. But so can necessity! Niche tribes often arise out of consumers’ desire to express – and be recognized for – their tastes and identity. Today, everyone can be unique, and people are getting more creative in expressing who they are, what they like and what they believe in. It’s time for brands to give more attention to these niche tribes. Can you tailor your current offerings to fit the tribe’s specific needs and preferences? Or can you help them in their quest for highly unique self-expression? Meanwhile, other uniquely Asian tribes arise out Asia- specific needs: see more below! TRIBEFACTURING POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 34
  35. 35. TRIBEFACTURING: FEATURED INNOVATIONS Wagington Hotel Hotel offers luxurious accommodation for dogs only. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 35
  36. 36. TRIBEFACTURING: FEATURED INNOVATIONS Exthetics Extreme urban explorers on the rise in Asia. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 36
  37. 37. Don’t forget Asia’s TRIBES OF NECESSITY As the region continues to be riddled with issues and limitations, people are finding ways to make the best of the system. People innovate because they have to, in order to survive and thrive, and this has given rise to some tribes unique to the region. So how can your brand cater to them, acknowledge them, or help make their lives easier? TRIBEFACTURING POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 37
  38. 38. TRIBEFACTURING: FEATURED INNOVATIONS Shopious Online marketplace aggregates Indonesia’s Instagram stores. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 38
  39. 39. TRIBEFACTURING: FEATURED INNOVATIONS Google Philippines Digital service connects overseas workers with their families back home. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 39
  40. 40. TRIBEFACTURING: FEATURED INNOVATIONS Go-Jek Motorcycle taxis available via mobile app. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 40
  41. 41. Traditional demographics can be TRIBES too! The key is that these traditional demographics often have non- traditional lifestyles now! How have their expectations and attitudes changed? TRIBEFACTURING BONUS POINT POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 41
  42. 42. TRIBEFACTURING: FEATURED INNOVATIONS Himmat Indian police introduce safety app for women. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 42
  43. 43. TRIBEFACTURING: FEATURED INNOVATIONS Aima maternity hospital Hospital offers men the chance to experience pain of childbirth. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 43
  44. 44. TRIBEFACTURING: FEATURED INNOVATIONS LG Wine Smart Flip-style smartphone is designed for elderlies. POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 44
  45. 45. NEXT POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 45
  46. 46. Start innovating around POST- DEMOGRAPHICS today! Three angles of attack: NEW NORMAL, HERITAGE CHIC and TRIBEFACTURING. But start looking, and you’ll soon identify more! The key: stay on the look out for anything that is truly counterintuitive, and when you find it ask: what underlying changes are at work here? Good luck navigating the new POST-DEMOGRAPHIC world! POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 46
  47. 47. NEXT Want to become a spotter too, and have your innovations and insights seen by our subscribers around the world? Apply to join the tw:in network today, and start contributing your region’s best innovations to trendwatching.com. tw:in trendwatching.com’s Insight Network POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 47
  48. 48. NEXT Then use our free CONSUMER TREND CANVAS to turn insights into innovations. Will yours be among the next ones we feature in our future bulletins? ;) Need some help? POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 48
  49. 49. NEXT The 1,200+ brands and agencies using our Premium Service have access to over 12,000 examples like these, all put into context as part of our (surprisingly affordable!) comprehensive trend & innovation solution. Would YOU benefit from access too? Still not enough? POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 49
  50. 50. MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at www.trendwatching.com Want more? Free Publications Premium Service LIVE: Keynotes & Workshops

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