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.

From a marketing and business perspective, everyone swears by the promise of Asian progress. Demographic and economic highlights evidence the pro-Asia shift among businessmen. But to build really big brands and businesses here, we need to look beyond the familiar numbers. We need to understand the Asian people with our guts, not just our heads.


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