Depending on our age, our approach to something as simple as getting up-to-date news or eating out can be drastically different. But today’s consumers are bucking yesterday’s preconceived generational notions.
In 1990, 57% of Southeast Asia was in poverty and access to daily necessities one could afford was not to be taken for granted. Today, so much has changed that a new niche at the high end of the affordability spectrum has emerged to fan the aspirations of consumers – premiumization.
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
What are today's Future Talent—students close to graduating or college-educated, newly working professionals—looking for when seeking employment or making purchases? A recent study on corporate reputation explores the factors these young future leaders consider.
As China began its meteoric rise, multinational companies from Europe and America established beachheads in the country, and did very well bringing Western products to the East.
Companies in the U.S. are very much focused on the “aging out” of the Baby Boomer generation, and what it means for their business. From my perch in Taiwan, it seems as if the main focus in the U.S. is on the difference between Baby Boomers and Millennials. Here in Taiwan, many are taking a