Tatler Asia to pivot for today’s values-driven consumer | WARC | The Feed

Tatler Asia to pivot for today’s values-driven consumer

Tatler Asia, a luxury lifestyle media publication, will be placing greater focus on topics with purpose – such as female empowerment, sustainability, equality, LGBTQ, philanthropy and entrepreneurship – following a survey to understand what people want and require from the media they consume.

Why it matters

There has been a shift in people’s outlook on media and lifestyle preferences in the last five years, with individuals re-evaluating life choices amid the pandemic, thus requiring a redefinition of media for the future and the introduction of new initiatives while leading conversations that matter.

Key insights

Some useful statistics from the report include:

• 51% of luxury consumers in Asia have shifted their definition of luxury, valuing personalised products and experiences.
• 85% of luxury consumers believe wellness is a luxury, becoming more health-conscious and focused on sustainable alternatives.
• 70% changed their luxury purchase preferences during the pandemic, opting for quality over quantity.
• Fine dining is considered the number one hobby for luxury consumers in Asia, followed by shopping and exercise.
• HNWIs and UHNWIs engage more often in leisure activities than emerging affluent luxury consumers.
• Luxury consumers would like to read more content on entrepreneurship and environmental issues.

Quote

“Our ultimate goal is to empower Asia’s most influential and affluent communities to live their best life and make a positive impact on the world.” – Michel Lamunière, chairman and CEO, Tatler Asia

Background

From July 13 to Sept 10, 2021, the Tatler Audience Survey studied over 2,000 respondents from mainland China, Hong Kong, Taiwan, Indonesia, Malaysia, the Philippines and Singapore, with 51% having an annual household net worth of over US$1 million, 36% with US$100,000–US$1 million, and 13% under US$100,000.