“Diversity” is a concept with various meanings across the globe – and represents an essential subject for brands to understand wherever they do business.
Richard McCabe, regional strategy director/APAC at McCann Worldgroup, highlighted these headline from its “The Truth about Global Brands 2: Powered by the Streets” study, which surveyed 24,000 people in 29 global markets. That figure included 8,500 people from nine markets – Australia, China, Singapore, Hong Kong, the Philippines, Indonesia, India, Japan and South Korea – in Asia Pacific.
And some of the main insights, he told delegates at Advertising Week APAC 2019, a conference held in Sydney, Australia, covered the following areas:
- Definitions of diversity
- Promoting diversity
- Local versus global brands
- Matters of truth