Building brand resilience in APAC: How to navigate inflation and recession

Richard Reid

Dentsu’s Richard Reid looks at the short- and long-term measures that marketers can take to ensure their brands remain successful in the face of inflationary and recessionary challenges.

APAC has experienced uninterrupted economic growth since the collapse of the Thai baht triggered the 1997 financial crisis. At an average annual GDP growth rate of over 5%, the economic value of APAC almost tripled between 1999–2019.

This period of unbroken economic growth came to an end in 2020, as the COVID-19 pandemic caused the region’s GDP to fall by 2.2%, before returning to modest growth in 2021. As the worst of the pandemic passed, businesses and consumers looked forward with hope, but we can now see economic clouds returning as the global economy begins to struggle once...

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