The modern nomad in Asia: Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour

Stephanie Herold

This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country.

The modern nomad in Asia: Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour

Stephanie HeroldClear Ideas – M&C Saatchi, Singapore

Introduction

Understanding the notion of cultural dynamics in Singapore

That Asia's societies are culturally diverse is not new, but there is a dynamic aspect which is hardly acknowledged by practitioners. Looking at Singapore, it becomes clear that beside the natural multicultural composition of the Singaporean population (74% Chinese, 13% Malays, 9% Indians, 3% other), there is a group of about 1.5 million 'non-resident foreigners', of which there is little known about (Department of Statistics Singapore,...

WARC subscribers can sign in to keep reading

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