Boldness - the new spirit of Asian consumers

Shaziya Khan, vice president and strategic planning director at JWT India, explains how she used the concept of the Spiritual Quotient (SQ) to help understand the people of south and south-east Asia.

Boldness – the new spirit of Asian consumers

Shaziya Khan

'Asia is not going to be civilized after the methods of the West. There is too much Asia, and she is too old' – Rudyard Kipling, 1891.

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