Deidre Smalls-Landau, U.S. CMO & Global Head of Culture, UM Worldwide Presented 'Tapping into Change Movements via Brand Insights'

1. TAPPING INTO
CHANGE
MOVEMENTS VIA
BRAND
INSIGHTS

2. 2
[PLACEHOLDER]
INTRO VIDEO ON CHANGE MOVEMENTS

3. 3
OVER THE LAST 6 YEARS,
WE’VE LOST
TRUST
Source: Wave 7 (2013) – Wave X (2019). Base: All Markets.
Q39 Below are a list of statements, please can you answer reflecting your opinion [Any Agree]
Agreement with “I’m influenced by opinions shared online”
wave 7 (2013) wave 8 (2014) wave 9 (2017) wave x (2019)
52%
43%
49%
47%
63%
53%
61%
53%
I'm Influeneced by opinons shared online
I trust bloggers'/vloggers' opinions on prodcuts and services
10%
APAC DECLINE
GLOBAL DECLINE
5%

4. 4
Source: Wave 7 (2013) – Wave X (2019). Base: All Markets
Q39 Below are a list of statements, please can you answer reflecting your opinion [Any Agree]
TRUST
EROSION
IS SEEN
ACROSS APAC
wave 7 (2013) wave 9 (2017)
53%
56%
46%
49%
70%
67%
64%
62%
THAILAND
wave 7 (2013) wave 9 (2017)
57% 57%
59%
55%
68% 68% 68%
58%
PHILIPPINES
wave 7 (2013) wave 9 (2017)
48%
45%
49%
41%
48% 49%
52%
43%
INDONESIA
I’m influenced by opinions shared online
I trust bloggers/vloggers’ opinions on products & services
wave 7 (2013) wave 9 (2017)
46%
43%
35% 34%
60%
58%
50%
44%
SOUTH KOREA
wave 7 (2013) wave 9 (2017)
35% 33%
31%
26%
51%
49%
46%
39%
SINGAPORE

5. 5
WHILE TRUST IS DOWN,
THE DESIRE TO BE CONNECTED HAS INCREASED
GLOBAL
+5%
APAC
+3%
23%
31%INDIA
26% 34%THAILAND
24% 30%MALAYSIA
13%
17%JAPAN
17%
19%SINGAPORE
8
8
6
4
2
31% 36%INDONESIA 5
Source: Wave 7 (2013) – Wave X (2019). Base: All Markets
Q46. Which of these online applications does a good job when you want to “Feel like I belong” [Any
application]

6. NOW MORE THAN EVER, BRANDS NEED TO NAVIGATE THESE
MONUMENTAL CULTURAL SHIFTS AT WORK

7. A STRATEGIC
FRAMEWORK IN AN
ERA OF
UNCERTAINTY

8. 8
[PLACEHOLDER]
REMIX INTRO VIDEO

9. 9
THE CULTURAL TERRITORIES
Global Reach &
Local Connections
REGLOCALIZE
Authenticity
& Nostalgia
RETROGRADERESIST
Standing up
for Something
RECREATE
Mixing up to
Disrupt

10. OUR BIG
TRENDS

11. 11
RESIST

12. *Index vs global
68%
(i111)
66%
(i113)
65%
(i111)
THE SNOWBALL EFFECT
Brands play a significant
role in social good Actively seek out brands that support
the social causes they believe in
Celebrities and athletes play a
significant role in social good
Despite a decline in trust, most Asians still look to brands and celebrities to do the right thing and allow
their sense of what’s right to influence their consumption preferences.

13. Believe hashtag movements
(e.g. #MeToo) have the power to make a difference in
the world
Believe they have the power to change
things in the real world, if they make enough noise
online
54%
(i106)
54%
(i108)
*Index vs global
Feeling empowered by online/social channels, Asians are more
deliberate in their advocacy attempts.
PROACTIVE ADVOCACY
16-24 yo 25-34 yo 35-44 yo 45-54 yo
83
110
137114
Young people lead the resist culture in APAC.

14. 14
RETROGRADE

15. 64%
(i106)
My family practices the culture/traditions of our
ancestors
I identify myself based on the nationality of my
ancestors
61%
(i108)
*Index vs global
HERITAGE BOUND
As part of their identity journey, Asians embrace their cultural roots as a
way to define their authentic selves.

16. 16
0
13
25
38
50
Pre-1920 1930-1939 1950-1959 1970-1979 1990-1999 2010-2017
APAC EU USA
Decades that influence audiences, by country group
Source: Wave X – Remix Culture. Base: All Markets.
C8. Switching gears to pop culture and thinking about everything from music and movies, to clothing and cars, which of the following decades
would you say influences your attitudes, beliefs and behaviours (e.g. your music, fashion, etc.) today?
While the rest of the world looks back as far as the 60s for inspiration, Asia draws from more
recent decades as an era of economic and technological development.
YESTERDAY HOPPING

17. 17
Source: Wave X – Remix Culture. Base: All Markets.
C8. Switching gears to pop culture and thinking about everything from music and movies, to clothing and cars, which of the following decades
would you say influences your attitudes, beliefs and behaviours (e.g. your music, fashion, etc.) today?
Decades that influence audiences, by Age group
0
13
25
38
50
Pre-1920 1920-1929 1930-1939 1940-1949 1950-1959 1960-1969 1970-1979 1980-1989 1990-1999 2000-2009 2010-2017 Right now
16-24 yo 25-34 yo 35-44 yo 45-54 yo
16-34 year old Asians are time travelers, with technology as the conduit in content accessibility
and trend re-discovery
TIME TRAVELLING

18. 18
REGLOCALIZE

19. 19
LOW LOCAL
INFLUENCE
LOW FOREIGN
INFLUENCE
HIGH FOREIGN
INFLUENCE
JAPAN
CHINA
AUSTRALIAINDIA
INDONESIA
PHILIPPINES
THAILANDTAIWAN
SINGAPORE
HONG KONG
MALAYSIASOUTH KOREA
HIGH LOCAL
INFLUENCE
• High/low local influence = % of those surveyed in the country who said their own
country influences their culture
• High/low foreign influence = measures how close the influence of foreign countries vs
their own country
APAC is rooted in their own cultures but also highly influenced by foreign
cultures, blurring the line between global and local.
CULTURAL BLURRING

20. 20
We are not mere
consumers of
culture
We take popular
culture from other
countries and
make it our own

21. When buying things that define my identity, I like to
buy from smaller/lesser known
I would be more loyal to a store if I know that it sells/
supports small/local brands
51%
(i92)
44%
(i96)
*Index vs global
As a predominantly hierarchical society, Asians lean into big and popular brands as symbols of
status, stability, and authority.
BIG BRANDOM

22. 22
RECREATE

23. Interested in trying companies that reflect a new way
of doing things
Like to find new / creative ways to express their
individuality
67%
(i100)
65%
(i101)
*Index vs global
Asians are looking for new ways to express their unique sense of identity, leaning into new
brands that embrace their new-ish multi-faceted nature.
CREATIVE EXPERIMENTATION

24. I have hacked a product to make it
better
Believe it’s OK to take non-
traditional (but legal) routes to get
ahead
Like to think outside the box to find
new solutions to old problems
68%
(i97)
60
(i97)
32%
(i96)
*Index vs global
With respect for authority a common Asian trait, following the rules is the norm. Versus global, standards
for success for Asians are more linear and defined.
BOUNDARY BENDERS

25. 25

26. R E S I S T R E T R O G R A D E
R E G L O C A L I Z E
R E C R E AT E
MIXING UP TO DISRUPT
LOCAL CONNECTION
AUTHENTICITY AND NOSTALGIASTANDING UP FOR SOMETHING

27. R E S I S T R E T R O G R A D E
R E G L O C A L I Z E
R E C R E AT E
MIXING UP TO DISRUPT
LOCAL CONNECTION
AUTHENTICITY AND NOSTALGIASTANDING UP FOR SOMETHING

28. R E S I S T R E T R O G R A D E
R E G L O C A L I Z E
R E C R E AT E
MIXING UP TO DISRUPT
LOCAL CONNECTION
AUTHENTICITY AND NOSTALGIASTANDING UP FOR SOMETHING
CATEGORY: COFFEE
Market: PHILIPPINES
BRAND A
TARGET AUDIENCE
BRAND B

29. R E S I S T R E T R O G R A D E
R E G L O C A L I Z E
R E C R E AT E
MIXING UP TO DISRUPT
LOCAL CONNECTION
AUTHENTICITY AND NOSTALGIASTANDING UP FOR SOMETHING
CATEGORY: TOYS
Market: JAPAN
BARBIE
TARGET AUDIENCE
COMPETITOR

30. 30
Influencer
Strategy
Influencer
Strategy
Trading and
PartnershipsTrading and
Partnerships
FROM UNDERSTANDING TO ACTIVATING
CULTURE
Product
InnovationProduct
Innovation
Product
DistributionProduct
Distribution
Audience
SegmentationAudience
Segmentation
Touchpoint
SelectionTouchpoint
Selection
Content
Strategy
Content
Strategy

31. 31
▪ Navigate this incredibly diverse and
constantly evolving landscape
▪ Understand sub cultures and micro
trends
▪ Position the brand as a cultural
force in an era of uncertainty
With the Remix Culture
analysis, we are able to...

32. THANK
YOU