What brands can do with SEA’s people-powered media landscape

Liz Shie and Jesca Bantayan

Southeast Asia’s people-powered media landscape, emphasised by the acceleration of digitalisation, has many implications for brands, say UM’s Liz Shie and Jesca Bantayan.

Southeast Asia is a sub-region where power rests with the people. Throughout history, we have seen how movements led by the people have helped them embrace entropy and bounce back after political unrest, economic recessions, health crises and natural disasters.

Unlike many countries in Asia Pacific where change is propelled by institutional reform, most of the changes in this sub-region are catalysed by the people. At the heart of it is the character that cuts across Southeast Asian nations – a strong sense of community.

With this is the mindset of “it is not just ‘me’ but ‘us’”. Empathy runs...

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