Singapore – A recent interesting research from creative and design platform Adobe shows that Singaporean consumers who come from the Millennial and Gen Z cohort don’t want to be treated as such–but simply for ‘who they are’. 

The said report has identified that majority, or 88%, of these groups of consumers in Singapore want to be interacted with as an individual with unique interests and preferences rather than someone coming from a particular generation. Furthermore, we see the flip side of this if brands fail to unhinge from age-based stereotypes: 65% of Singaporean consumers say they feel negatively towards brands that interact with them based on broad assumptions and labels. 

At large, the survey analysed 5000 consumers in APAC, specifically from the markets of Australia, India, and Singapore. According to data, three times as many APAC consumers actually feel closer to people who share their passions and interests (62%) rather than those of a similar demographic (19%). In a period where brands are more strongly associated with a certain persona, this might be the reason why consumers would also feel ‘warm’ towards brands that ‘understand’ them regardless of whether they are hitting right on age-based cultural nuances

Speaking of ‘friendliness’, the report further affirms that positive and likeable gestures by brands do not simply go to waste. Regular and frequent efforts to engage consumers with bespoke offers related to their current interests are of the highest importance, said the report. More than four times as many people want frequent, thoughtful gestures (70%) over bigger one-off moments (15%). 

Duncan Egan, VP of marketing for Adobe APAC & Japan, said, “Across Asia Pacific, customers are calling on brands to demonstrate that they know them, show them, and [ensure that they] will help them in the moments that matter – not once, but all the time.”

Singapore – Singapore-based ONE Esports, a subsidiary of sports media firm ONE Championship, has announced its partnership with player analytics platform, Mobalytics, to create a series of multi-platform content to help players improve their performance in esports.

Through the partnership, ONE Esports will collaborate with Mobalytics to create a range of unique content pieces to be published on and, as well as across both companies’ social channels. 

Both companies will leverage each other’s distribution capabilities to further expand their reach and engagement among Gen Z and Millennial esports fans and players. ONE Esports and Mobalytics will also work together to execute co-branded content across their websites.

Carlos Alimurung, CEO of ONE Esports, believes that ONE Esports has an expertise in producing engaging content and reaching large audiences through its platform, and that this partnership with Mobalytics will help strengthen the bonds that they have with fans who want to enhance their in-game competitiveness.

“Mobalytics’ insightful analytics is a great complement to ONE Esports’ captivating storytelling capabilities, and we look forward to helping gamers win more frequently and decisively,” said Alimurung.

Meanwhile, Bogdan Suchyk, CEO and Co-founder of Mobalytics, commented, “We are thrilled to enter into a content partnership with one of the top esports media platforms in the world. As the all-in-one gaming companion for gamers, our in-depth player stats and game analytics will take ONE Esports’ content to the next level and enable readers to master their favourite games. 

“ONE Esports is a reputable producer of gaming, esports, and entertainment content across multiple distribution channels, and this collaboration will bring new storytelling possibilities to the Mobalytics platform and community,” added Suchyk.

In February this year, ONE Esports has also partnered with financial institution HSBC to deliver tailor-made content to help players manage prized resources in multiplayer online battle arena (MOBA) games, with useful hints and tips.

As countries across the Asia Pacific learn to live with Covid, Asia’s youth are reemerging from two years of restrictions and lockdowns with significantly altered perspectives that are set to redefine culture in the post-pandemic world.

Today’s youth are not sitting around doing nothing, waiting for the pandemic to pass. Instead, they are rewriting the rules and with it, the next chapter of culture. What is clear is that we are not going back to normal and for brands and marketers, this means a major rethink on how to best connect with this cohort.

Across Asia Pacific, Gen Z and millennials are reevaluating their relationships, careers and mental health as a result of the Covid crisis. They are making significant changes to how they live, socialise, and consume, reshaping a world that will be living with the virus for a long time to come. 

According to the study by VICE Media Group, ‘The Next Chapter – Re-Emergence’, which was conducted among 1,740 Gen Z and Millenials from the different markets in Asia Pacific, seven in ten say the pandemic has changed their perspective on what’s important in their lives, with more than nine in ten making lifestyle changes they plan on maintaining.

Meanwhile, almost sixty per cent say the way they work will be the most lasting societal change, with half reporting that looking after their health has transformed forever. These are fundamental shifts with significant implications on how brands should be marketing to them.

Media – from consumption to contribution 

One area of particular concern for young people in APAC is their relationships with the media. Both online and across social media, attitudes have changed markedly over the course of the last two years.

While the pandemic has dominated coverage across traditional media channels, other issues such as those around social justice, climate change, and misinformation that have been running alongside it, overwhelming young people and making them aware of their overconsumption of online content. One in three say the media and news have caused them the most fear and anxiety during the pandemic, with just four per cent trusting the media more since COVID-19 started. 

As one millennial respondent in Indonesia from the said study commented, “I change the way I view media. I used to believe what the media said. But now, I realised media is such a fear-mongering outlet and that’s how they make money, causing panic in public. I really hate the media now and I don’t want to listen/read/watch news ever again.’’

As an escape, they have sought solace in entertainment. According to the study, six in ten have sought out more entertainment content since the start of Covid-19 and 65 per cent say entertainment helps them take their mind off everything else.

In Southeast Asia, 41 per cent have subscribed to a new streaming service and 36 per cent have downloaded a new social media app, with 30 per cent attending a virtual content or event, demonstrating the continued growth and pivoting to alternative communication and entertainment channels. 

Reimagining brand content beyond passive consumption

Young people no longer want to mindlessly consume media. They are seeking content that provides truth, allows for respite and builds resilience. Almost seven in ten want content that provides information based on facts and uncover stories that others aren’t telling them. About 68 per cent want content that makes them laugh and helps them escape, while just almost two-thirds want content and information that inspires self-growth, gives them hope and will enable them to make a positive impact on the world.

Brands need to reimagine content that allows the region’s youth to go beyond simple consumption. There is a clear desire for content and information that is both based on truth and can enable them to make informed decisions to help create a world that reflects their hopes and aspirations. The successful brands will create safe experiences and spaces for young people to connect with them in a meaningful way, providing a sense of belonging and connection. 

As they re-emerge from the pandemic, the region’s youth have changed and their intentions are plain and are here to stay. We have known for some time now that brands are no longer just competing for attention with other brands. They need to look for a visible and valued role that is based inside culture, rather than looking at ways to interrupt it. The after-effects of the pandemic on Asia’s culture shapers is only set to accelerate this further.

This article is written by Lesley John, managing director at Virtue for APAC.

The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT. This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.

If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.

Singapore – Singaporean Gen Z consumers are now expecting that their favorite brands to be more responsible and transparent in their business strategies in an age where fake news and information is rampant, new study from consumer communications agency DeVries Global shows.

According to the study, a whopping 96% of respondents indicated that they “are willing to pay a premium for brands they deem transparent”, which best reflects the fact that the digitally native generation has a growing appetite for authenticity and honesty among brands. 

Despite the evident doubts raised among Gen Zs, 57.8% of the respondents said that they are bothered to filter out what is true or not on what they see online, and only 10.8% of the respondents said that they are ‘pros’ at filtering false information.


Furthermore, the report also revealed a surprising finding that while Gen Z has a global reputation of being possibly the most environmentally conscious generation, it seems that only 7% of Singaporean Gen Zs see environmental impact as an essential factor when making a purchase decision, as compared to other considerations like reviews and price.

Singaporean Gen Zs have a higher tendency as well to be willing to boycott the brand over several negative factors, with unethical corporate practices (55%), false advertising (44%), animal testing of products (41%), negative personal experience (33%), lack of transparency (13%) and negative impact on the environment (12%) being the well-known factors Gen Z consumers will frown upon.

“A generation unafraid to speak out and rally for causes they believe in, the study also reveals that Gen Zs do not hesitate to boycott brands over unethical business practices, false advertising and more. It is time for brands to do an internal check-in for hypocrisy before they speak out on issues or make big claims. Otherwise, they run the risk of getting cancelled by the razor-sharp Gen Z,” the company said in a press statement.


The study also noted that the current generation has also a greater inclination to check reviews before buying products online, with 77% of the respondents saying so. Other purchasing factors that influence Gen Zs include price (55%), brand reputation (39%) and recommendation from friends and family (38%).

For Li Ting Ng, director of innovation and client experience at DeVries Global Singapore, transparency has become the norm among Gen Z consumers, and are questioning brands that are jumping on conveying transparency in their marketing, despite doubts of making change in their business strategies.

“This is a smart and informed generation that values and demands transparency but understands that businesses aren’t perfect. The challenge then is to figure out what transparency means to your business and how you can commit and communicate it in a way that builds trust and credibility. Not transparency for the sake of it,” Ng stated.

Meanwhile, Rafidah Rashid, managing director at DeVries Global Singapore, commented, “The Gen Zs are at the very forefront of culture, and there is no better time than now for brands to get a head start by getting ahead of what matters to them.”

Kuala Lumpur, Malaysia – There is an emerging trend that is reshaping the property landscape – urbanites are relocating to suburbs, or the phenomenon known as ‘Urban Exodus’. This ongoing trend of migration is accelerated by the onset of the global pandemic, giving the property industry a major makeover. As we move into the post-pandemic property market, there are three key factors reshaping the industry.

1. Growing Upward Social Mobility

The Malaysian housing preferences have changed, with many homebuyers looking to live away from the city. This is because suburban property is the manifestation of an everyday Malaysian’s homeownership dream – living in a large space with multifunctional rooms in a low-density neighborhood. From keeping up with the growth of children to taking care of aging parents, homebuyers are looking to upgrade their current home to a larger permanent living space in the suburbs to accommodate those needs. 

“The emerging mass affluent is a dominant force in the property landscape with their home-buying preferences. The paradigm shift in home-buying trends is a wake-up call for businesses to be mindful and prepared to evolve along with the market,” said Darien Mah, founder of FOREFRONT Group, which recently developed the house-buying app FOUN.

2. The Millennial Shift

Statistics revealed that the gap between income growth and property price is getting larger by the year, making the urban housing market unaffordable for many. A report by World Bank has also shown that there is a pattern of income stagnation and widening income gap among millennials, further decreasing the level of housing affordability. 

However, millennials are still looking for opportunities in the property market, hence why the affordability that comes with suburban living ticks all the boxes for this generation of homebuyers.

3. The New Normal

At the beginning of the 2020 global health crisis, everyone was confined in their homes and the city lost its luster. There is a growing trend where city dwellers are looking to trade their cozy apartments in the city for more spacious homes in the suburbs. 

Since the first movement control order (MCO) in Malaysia, having the luxury of car-porch workout or backyard farming has become a desirable aspect in life, or indeed, the new definition of suburbia chic. With remote work being a daily reality for many, urban dwellers no longer see the value of living in an overcrowded city.

This article is by FOUN.

FOUN is a one-stop property solution, developed by creative group FOREFRONT, that aims to empower the everyday Malaysian to achieve their housing goals while maintaining a balanced lifestyle.


Singapore – Former global CEO for dentsu’s content and creative, Dick van Motman, will now take the helm as the chairman of the advisory board of Singapore-based pop culture marketing Culture Group.

Through his new appointment, van Motman will advise Culture Group regarding market entry and development, as well as mergers and acquisitions, and executive mentorship.

Prior to his latest position at Culture Group and his past role from dentsu, van Motman has also served as chairman for dentsu in Southeast Asia, and has accumulated more than 30 years of building brands and businesses globally. 

Aside from the current role, van Motman is also on the way to launching his own consulting and investment group which will focus on accelerating the growth of disruptive businesses in emerging industries.

Commenting regarding his appointment, van Motman stated that his newest affiliation with Culture Groups speaks more about a “combination of strategy, creativity, production and strong leadership” that places the agency in “a unique position to define how brands leverage pop culture to create business success.”

“In a dynamic region where demographics are skewed younger, digitally adept, and in search for expression and identity, brands that are anchored in pop culture thrive commercially. Culture Group’s uncommon approach goes beyond advertising and seeks to drive brands to consciously forge a connection with the right passion point,” van Motman stated.

Meanwhile, Culture Group’s founder and president Michael Patent commented, “Dick’s unparalleled history in the region and commitment to developing the next generation of transformative businesses is why we’re excited to partner with him as we embark on our next phase of growth,”

Culture Group has been ramping up its senior hires for its advisory board, including Marie Lee who similarly joins from dentsu to spearhead the agency’s insights and strategy function in Singapore; and Jakeena Malli who joins from Mindshare as group account director, as well as Angie Akaraskul who from Brave Bison, to take the role of business director.

Hong Kong – Travel has been and is continuously being restricted in the name of safety precautions amid the pandemic, and people are raring to relish their wanderlust, where one of the top reasons is to be able to reconnect with friends. 

Across age brackets, Gen Zs in APAC feel the unhappiest about limited travel for social reconnect, with 85% in the region, according to a survey by travel and leisure booking platform Klook and marketing research firm YouGov. This was followed by Millennials in the region (86%), Gen Xs (81%), and Baby Boomers (77%).

Respondents across APAC were also found to used to use travel to make new friends, where more than half, or 60%, stated they resent not being able to do such in the middle of limited travel. Similarly, Gen Zs accounted for the majority of this group with 70%, which doesn’t come as a surprise with the generation known to value social currency the most.

The study also showed that people want to resume traveling to be able to “escape their from families.” Gen Zs and millennials feel strongly about this with 66% and 62% respectively, which can be attributed to months-long confinement with family members during lockdowns.

Due to lower confidence in traveling and stricter cross-border clearances, the study also found that people are extra careful in spending their vacation leaves at work. Respondents revealed they are having difficulty in using their annual leave or holiday breaks without feeling like they are “wasting it,” which is especially true for Gen Zs (73%) and Millennials (71%). 

Having unearthed such insights, Klook coins the term “Wanderlost,” which it refers to as the longing for travel. 

Its Vice President for APAC Marketing Marcus Yong said, “From wanderlust to wanderlost, people unmistakably miss traveling this 2020 and are keen to scratch that travel itch. Despite international travel restrictions, we can still easily remedy our ‘wanderlost symptoms’ with the endless things-to-do in our own backyard.”