Disease, Terror, Fraud and Recession
The four horseman of the modern apocalypse?
Fung Shing KwongACNielsen North Asia, Hong Kong SAR
Lisa LeeCommunications, ACNielsen Asia-Pacific
Many Asian markets took a battering in 2003 with the outbreak of SARS in a number of countries. As well as impacting travel and tourism, the effect was felt by businesses everywhere (estimated cost $80 billion) and as such had a considerable impact oOpportunities do exist as these crises change behaviour and attitudes. These are either in the form of changes in habits or where there is a short term increase in trial, the experience of that trial needs better understanding to convert into longer term repeat. The early days are probably the most important to research the motivations for change, the nature of media habits and so forth. For as time goes by the sharp shocks of these crises become more and more absorbed into longer term and broader macro-trends such as the likes of health consciousness, environmental awareness and the like.