The future of marketing & advertising in Asia
Asia’s consumer markets are not only a story of scale, but also one of diversity and shifting preferences and behavior caused by powerful demographic, social and economic forces. Half of the world’s spending growth will come from Asia over the next decade, but do we know Asia’s consumers? This kalei...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2022
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7468 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Asia’s consumer markets are not only a story of scale, but also one of diversity and shifting preferences and behavior caused by powerful demographic, social and economic forces. Half of the world’s spending growth will come from Asia over the next decade, but do we know Asia’s consumers? This kaleidoscope of consumers in this highly diverse regional economy—the fastest growing in the world—offers a $10 trillion consumption growth opportunity between now and 2030. Meet the Asian consumer…. McKinsey & Company (July 2021). |
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