After the Earthquake: Japanese consumers and the role of brands

David Tiltman

How have Japanese consumers changed since the devastating earthquake of 11 March 2011? Dave McCaughan, Director of Strategic Planning Asia-Pacific at McCann Worldgroup, approached this question at the Asia Marketing Effectiveness Festival.

After the Earthquake: Japanese consumers and the role of brands

David Tiltman

How have Japanese consumers changed since the devastating earthquake of 11 March 2011? That was the question posed by Dave McCaughan, Director, Strategic Planning Asia-Pacific at McCann Worldgroup, in a session at the Asia Marketing Effectiveness Festival.

One of McCaughan's first points was that the earthquake was not a one-off. In fact, there have been more than 1,200 earthquakes in Japan in the two months since 11 March. That means consumers have been regularly reminded about the potential for further tremors, at the same time as the nuclear...

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