As culture continues to evolve in Asia, accelerated by the ubiquity of the Internet and the different global viewpoints that it brings, gender roles will begin to shift and blur (men will knit; women will drink whisky) and our industry will need to keep up. But what is the best way to do that?
Instead of creating messaging on gender, let’s focus on getting to understand the human truth and the “why” of consumer behaviour, and start targeting communicating around on shared interests or qualities that resonates.
Both gender and behavioural targeting can work, but it’s stereotyping that is the root of the problem.
Southeast Asia, in particular, is a hotbed for e-commerce. By focusing on creating pleasurable and painless moments throughout the consumer journey using media, we create more value for businesses.
Reflections on past and present infatuations with image messaging apps, in the spirit of Valentine’s Day.
Over the past few years economists have made the case for doing away with the Lunar New Year and celebrating the Western (Solar) New Year instead. What are the implications of that on culture?
Especially in Southeast Asia, young women are reinventing the way businesses are created and operated.