Asian consumers embrace "do everything yourself" ethos

Havas Group’s Charu Aggarwal Harish outlines the results of a study that identified a growing “do everything yourself” mindset among Asian consumers. (This is an excerpt from a longer Opinion piece. Click "View more" to read the full article.)

Our study found that 1 in 2 Asians are looking at brands to help them learn and adopt a new skill, so it’s not just about easy hacks and DIY anymore. People are now shifting from a DIY mindset to a DEY (Do Everything Yourself) mindset. They are adopting new skills that will help them be ready to face any kind of situation in the future and trying to build self-sufficiency in their lives and their businesses.

This need for self-sufficiency is more pronounced in emerging economies like the Philippines, Indonesia and India where 54% of the people find it extremely important to learn and upskill themselves.

For emerging Asia, the chart above maps the behaviours that increased during the lockdown and the sticky quadrant on the top right shows the ones that will continue to increase even post lockdown. What we see clearly is a DEY mindset that prioritises online learning for self and kids to ready them for the uncertainties that the future holds.