'Western at the weekends'

A discussion of worldwide cultural change and its implications for marketing, with special reference to Asia.

'Western at the weekends'

Nike trainers, a can of Pepsi and a meal at McDonald's - just your typical Asian teenager. But ignoring underlying cultures could be a grave marketing mistake.

Peter Cooper

Asia Pacific comprises a third of the world's population. If we include India across to Japan, and from the old eastern Soviet Union states down to Indonesia, then we are talking about half or more of the world's population - three billion people. Furthermore, Asians are young. Of that number, about half are aged under 25.

Estimates suggest that by the year 2000 about half a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands