What's the opportunity for brands?

2. Why Gen Power?

3. OF CHINA’S
POPULATION WILL BE
MIDDLE CLASS
70%
BY 2020

4. *RWW THE ANNUAL 2010/ INPUTS TO 2020
GFK ROPER CONSULTING 2010
AND 90%
OF INDIA’S
POPULATION
BY 2040

5. OF VIETNAM’S
POPULATION WILL BE
MIDDLE CLASS
46%
BY 2020

6. Asians evolve with
progressive mentality,
driven by ‘value equation’
& ‘human-centricity’

7. How do we get to know
Generation Power Asia 2014?

8. Y&R Generation Asia
is one of Asia’s most comprehensive psychographic studies
on measuring how Asians think and interact with things in
their lives.
© 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved.

9. Y&R Generation Asia
In order to fully understand and complete a macro picture about Asian nations, Y&R Generation Asia is expanded its scope of the study
from 18-35 years in 2012 to 35-59 years in 2014 with total sample size of 32,000 respondents.
2012
Young Asians
18-35 years
(n = 16,031 rds.)
2014
Adult Asians
35-59 years
(n = 16,029 rds.)
© 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved.

10. Y&R Generation Power Research Approach
A quantitative research studies about attitude, values, and lifestyles
among Asia adults people across 10 countries.
n = 16,029
respondents
Sample size
Jan. – Mar., 2014.
Period
China, Hong Kong, Indonesia,
India, Korea, Malaysia,
Philippines, Singapore,
Thailand, Vietnam (n = 1,500/
country)
Areas of study
10countries
Profiles
• Mature adult 35-59 years
• Digitally connected
(Online at least several
hours a day)
Online survey
with self completion
by VML agency
Method
© 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved.
VIETNAM SAMPLE
SIZE = 1,488

11. Y&R Generation Power
Sample Structure
Sample size
n = 16,029
35-39
AGE RANGES
26% 26%
21%
17%
10%
40-44 45-49 50-54 55-59
GENDER
(soft quota)
M: 49% F: 51%
HAVE CHILD
76%
31%: 1 Kid
31%: 2 Kids
24%: 3 Kids+
GET MARRIED
S: 18% M: 81%
EDUCATION
© 2014 Energy Division of WPP’s Young & Rubicam Brands. All Rights Reserved.
CAREER

12. SCOPE OF Y&R GENERATION POWER STUDY
AUTOMOBILE BEAUTY(F) BEAUTY(M)
EDUCATION ENTERTAINMENT FASHION FINANCE
HEALTH KID
LUXURY LOVE
MEDIA SPORT TECHNOLOGY TRAVEL
FOOD

13. 10Generation Power
Characteristics across Asia

14. 1
Base: Total Asia nations in 10 countries
UNCOMPROMISING SUCCEEDER
(CHANGE MASTER / LIVE BALANCE)
6
PRESERVED AND
PROGRESS
2
HEALTH AND WEALTH ARE THE NEW
FUTURE SELF
3
KNOWLEDGE SAVVY,
SMART DECISION MAKER
4 INSPI-RIENCE SEEKER
(INSPIRE + EXPERIENCE)
5 ENERGIZED BYLOVE AND
ROMANCE
10
FAMILY INCLUSION, SOCIAL
SECLUSION
9TRADITIONAL REBELION
8
SUBSTANCE IS AS
IMPORTANT AS STYLE,
DESIGN IS FUNCTION
7RISK MANAGER,
STABILITY BUILDER
10GENERATION POWER
CHARACTERISTICS

15. Generation Power of Vietnam

16. The Vietnamese Gen Power
• Majority: 40-59 years old, 74%
• Born between: 1955-1974 (War, separated)
• Brothers, sisters, parents live through war
trauma
• 1986: Doi moi (renewal) stopped centralized
economy
• 1992-2000 was the normalization process
with the US government

17. Such unique social, economic context
made them distinguished
•Progressive adopters
•Traditional value preservers
•Optimistic thinkers
•Community driven
•Wise decision maker

18. Gen Power Vietnam’s characteristics
How to speak to them effectively

19. Optimistic thinker
Progressive
adopters
Knowledge savvy,
Wise decision
maker
Anti-aging
enthusiast
Traditional value
preserver
Inspired by nature
and authenticity
CREATE CULTURAL IDENTITY
fusion of sustainable heritage and
modernity
DEFINE BRAND PURPOSE
Indicate the role of your brand in consumers’ life.
Motivate them with unique brand story.
CAPTIVATE CONSUMERS
make the conventional more interesting &
fresh
Community driven
Social and digitally
connected

20. Key Distinctive Mindsets

21. Substance is as
important as Style
Wisdom Savvy and
Anti-spontaneity
Optimistically Progressive
yet take pride of the ‘origin’

22. What is the opportunity for brands?

23. CONTEXTUALISE
YOUR IDEA
LEARN FROM
THE CULTURE
LIVE IN THE
COMMUNITY
INTEGRATE
NOT
TEMPLATE
GO TO THE JUNGLE
5 ways to adopt
CULTURALISATION

24. CONTEXTUALISE
YOUR IDEA
LEARN FROM
THE CULTURE
LIVE IN THE
COMMUNITY
INTEGRATE
NOT
TEMPLATE
GO TO THE JUNGLE
THANK YOU
If you would like to know how Y&R’s Power
Generation study can help to build emotional
resonance and increase your brand relevance,
please write to Vincent.VanDessel@yr.com
Or call (+84) 0902714099.