What diversity means to consumers around the world – and where brands fit in

Consumers around the world have differing views about diversity, and international brands need to deeply understand the local context as they approach this issue.

“Diversity” is a concept with various meanings across the globe – and represents an essential subject for brands to understand wherever they do business.

Richard McCabe, regional strategy director/APAC at McCann Worldgroup, highlighted these headline from its “The Truth about Global Brands 2: Powered by the Streets” study, which surveyed 24,000 people in 29 global markets. That figure included 8,500 people from nine markets – Australia, China, Singapore, Hong Kong, the Philippines, Indonesia, India, Japan and South Korea – in Asia Pacific.

And some of the main insights, he told delegates at Advertising Week APAC 2019, a conference held in...

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