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POST-DEMOGRAPHIC CONSUMERISM IN ASIAIn 2015, Asia evolves beyond the old demographic models of consumer behavior.
ASIA TREND BULLETIN
MARCH 2015
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
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 CITIES28%39%
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 3
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
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
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
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
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.
$QG�LQ�WKDW�%ULHͤQJ��ZH�RXWOLQHG�KRZ�WKH�SDFH�RI�FKDQJH�is simply too fast, society too fluid, the global brain too DFFHVVLEOH��WKH�PDUNHW�WRR�HIͤFLHQW�DQG�LQQRYDWLRQ�WRR�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
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 IDVW��ZLWK�WKH�HURGLQJ�FRQQHFWLRQ�EHWZHHQ�ͤQDQFLDO�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
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
1. NEW NORMALEmbrace and celebrate new diversity in
lifestyles and attitudes across Asia.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 11
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What exactly is NEW NORMAL in Asia?And what are brands supposed to do about it?
:H�ͤUVW�LGHQWLͤHG�NEW NORMAL as a standalone trend for Asia back in 2014.
7KH�ͤYH�VHFRQG�VXPPDU\"�$URXQG�WKH�ZRUOG��VRFLDO�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
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
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
NEW NORMAL: FEATURED INNOVATIONS
Levi’sCampaign invites individuals to celebrate Chinese New Year the non-traditional way.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 16
NEW NORMAL: FEATURED INNOVATIONS
TanishqJewelery brand promotes love-based marriages.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 17
NEW NORMAL: FEATURED INNOVATIONS
100MostMagazine launches merchandise supporting the LGBT community.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 18
NEW NORMAL: FEATURED INNOVATIONS
BFM Radio StationIndependent radio station promotes non-biased reporting.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 19
ControversiesFor 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
NEW NORMAL: FEATURED INNOVATIONS
AppleChinese New Year campaign upholds traditional family values.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 21
NEW NORMAL: FEATURED INNOVATIONS
All India BakchodRoast comedy show garners contradicting opinions in India.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 22
NEW NORMAL: FEATURED INNOVATIONS
BenchContradicting responses over ad supporting same-sex relationships.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 23
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
2. HERITAGE CHICTradition is getting reinvented in
POST-DEMOGRAPHIC Asia.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 25
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
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
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
HERITAGE CHIC: FEATURED INNOVATIONS
HalalMindsMobile app helps Muslims locate and identify halal products.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 29
HERITAGE CHIC: FEATURED INNOVATIONS
Peperangan BintangReinventing the traditional art of ‘Wayang Kulit’ with Star Wars
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 30
HERITAGE CHIC: FEATURED INNOVATIONS
Icons of SG for SG50Campaign promotes icons Singaporeans can identify with.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 31
HERITAGE CHIC: FEATURED INNOVATIONS
Tsui YuenLimited edition book raises awareness of a vanishing traditional art.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 32
3. TRIBEFACTURINGThink 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
SELF-EXPRESSION vs. BARE NECESSITIESIn 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. &DQ�\RX�WDLORU�\RXU�FXUUHQW�RIIHULQJV�WR�ͤW�WKH�WULEH̵V�VSHFLͤF�QHHGV�DQG�SUHIHUHQFHV" Or can you help them in their quest for highly unique self-expression?
Meanwhile, other uniquely Asian tribes arise out Asia-VSHFLͤF�QHHGV��VHH�PRUH�EHORZ�
TRIBEFACTURING
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 34
TRIBEFACTURING: FEATURED INNOVATIONS
Wagington HotelHotel offers luxurious accommodation for dogs only.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 35
TRIBEFACTURING: FEATURED INNOVATIONS
ExtheticsExtreme urban explorers on the rise in Asia.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 36
Don’t forget Asia’s TRIBES OF NECESSITYAs 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
TRIBEFACTURING: FEATURED INNOVATIONS
ShopiousOnline marketplace aggregates Indonesia’s Instagram stores.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 38
TRIBEFACTURING: FEATURED INNOVATIONS
Google PhilippinesDigital service connects overseas workers with their families back home.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 39
TRIBEFACTURING: FEATURED INNOVATIONS
Go-JekMotorcycle taxis available via mobile app.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 40
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
TRIBEFACTURING: FEATURED INNOVATIONS
HimmatIndian police introduce safety app for women.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 42
TRIBEFACTURING: FEATURED INNOVATIONS
Aima maternity hospitalHospital offers men the chance to experience pain of childbirth.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 43
TRIBEFACTURING: FEATURED INNOVATIONS
LG Wine SmartFlip-style smartphone is designed for elderlies.
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 44
NEXT
POST-DEMOGRAPHIC CONSUMERISM IN ASIAwww.trendwatching.com/trends/post-demographic-consumerism-asia 45
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
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