$0123 !#!$%&'()$+,,'%#( !#$% &'()+!,-./ .0#1('*-#(/ · reinvented by young people using Star Wars characters. ... KANTAR WORLDPANEL, JANUARY 2014 Growth in sales of male grooming

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

www.trendwatching.com/trends/asia-pulse/

http://trendwatching.com/trends/post-demographic-consumerism-asia

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%




The Malaysian ancient art of Wayang Kulit (shadow puppetry) is being reinvented by young people using Star Wars characters.




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%




Ojek (motorcycle taxi) in Indonesia, a traditionally working class mode of transportation, can now be hailed by smartphone.




Four snapshots of the counterintuitive Asian consumer arena. One underlying reality: Asia

is entering a POST-DEMOGRAPHIC age!




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.


http://trendwatching.com/trends/post-demographic-consumerism/

http://trendwatching.com/trends/post-demographic-consumerism/



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.




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.




1. NEW NORMALEmbrace and celebrate new diversity in

lifestyles and attitudes across Asia.




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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


http://trendwatching.com/trends/new-normal/

http://trendwatching.com/trends/10-asian-trends-for-2015/%23slide-36



COMMUNITY MARKETING AND INSIGHTS, AUGUST 2014

The estimated purchasing power of China’s LGBT community is USD 470 billion.




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%.




NEW NORMAL: FEATURED INNOVATIONS

Levi’sCampaign invites individuals to celebrate Chinese New Year the non-traditional way.


https://www.youtube.com/watch?v=YnGhAUke_iI




TanishqJewelery brand promotes love-based marriages.


v




100MostMagazine launches merchandise supporting the LGBT community.


https://www.facebook.com/100most/photos/a.292832474177740.66479.273813022746352/590654277728890/




BFM Radio StationIndependent radio station promotes non-biased reporting.


t



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





AppleChinese New Year campaign upholds traditional family values.


http://www.apple.com/cn/start-something-new/#film-holiday




All India BakchodRoast comedy show garners contradicting opinions in India.


t




BenchContradicting responses over ad supporting same-sex relationships.


http://www.choosephilippines.com/do/history-and-culture/2509/bench-love-all-kinds-of-love/



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.




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




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%




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.




HERITAGE CHIC: FEATURED INNOVATIONS

HalalMindsMobile app helps Muslims locate and identify halal products.


http://halalminds.com/




Peperangan BintangReinventing the traditional art of ‘Wayang Kulit’ with Star Wars


https://www.facebook.com/peperanganbintang




Icons of SG for SG50Campaign promotes icons Singaporeans can identify with.


http://www.iconsof.sg/




Tsui YuenLimited edition book raises awareness of a vanishing traditional art.


t



3. TRIBEFACTURINGThink beyond traditional demographics by catering to niche tribes of people with the

same tastes/interests/sensibilities.




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




TRIBEFACTURING: FEATURED INNOVATIONS

Wagington HotelHotel offers luxurious accommodation for dogs only.


http://www.thewagington.com.sg/




ExtheticsExtreme urban explorers on the rise in Asia.


t



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





ShopiousOnline marketplace aggregates Indonesia’s Instagram stores.


http://www.shopious.com/




Google PhilippinesDigital service connects overseas workers with their families back home.


t




Go-JekMotorcycle taxis available via mobile app.


t



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





HimmatIndian police introduce safety app for women.


https://play.google.com/store/apps/details?id=com.smartcloud.delhi&hl=en




Aima maternity hospitalHospital offers men the chance to experience pain of childbirth.


t




LG Wine SmartFlip-style smartphone is designed for elderlies.


http://www.lgwinesmart.co.kr/



NEXT




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!




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$0123 !#!$%&'()$*+,,'%#( !#$% &'()*+!,-./ .0#1('*-#(/ · reinvented by young people using Star Wars characters. ... KANTAR WORLDPANEL, JANUARY 2014 Growth in sales of male grooming

$0123 !#!$%&'()$+,,'%#( !#$% &'()+!,-./ .0#1('*-#(/ · reinvented by young people using Star Wars characters. ... KANTAR WORLDPANEL, JANUARY 2014 Growth in sales of male grooming