APAC consumers want brands to speak to them as individuals

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

Consumers do not simply look for products, they seek out the personal touch and experience. That is why the new age of customers is driven by hyper-personalisation, said Simon Dale, Managing Director of Adobe Southeast Asia and Korea.

Speaking at the ‘Adobe Experience Makers’ event recently, he said: “68% of Singaporean customers and 83% of India customers are likely to advocate for a brand that shows they know them.”

If a consumer feels a brand is speaking to them individually and personally, a strong connection is built. However, brands must change their approach in order to speak to consumers as...

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