Hello Advertisers, It’s 2017

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?

It’s not about gender, it’s about human truth

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.