The generational labels that brands place on consumers are alienating many in APAC, who want to be respected for their individuality, preferences and choices, according to the ‘Adobe Experience Makers’ event.

Why it matters

Consumers have become more sophisticated; brands must change their approach and speak to them as individuals, because only by addressing them personally can a strong connection be built.

Takeaways

• Categorising consumers by age group is deeply entrenched in APAC; it is alienating consumers and losing brand relevance.
• Brands, as the makers of experience, need to understand each customer’s individual needs and behaviours across all channels.
• Evolving...