- Perceptions of ‘local’ are key to connecting with Asian consumers, especially as deglobalisation and increasing preference to support local retailers is growing in the region.
- To credibly connect with Gen Z, brands such as Maya are experimenting with non-advertising routes to culture, utilising NFTs, the metaverse and gamifying with bitcoins.
- Brands are changing tactics to sustain relevance in the long run andsustainability is becoming a key priority in the region.
- Brands are embracing omnichannel thinking to create fluid brand experiences and extensions that fit the channel context....
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