For people in the Asia-Pacific, life is literally a pain. As McCann Worldgroup’s regional planning director Judd Labarthe recently revealed in Singapore, people are getting more headaches across the region.
According to McCann’s The Truth About Global Brands 2: Powered by the Streets study, seven of the nine surveyed APAC markets have seen a rise in respondents getting more headaches, with the exception of Indonesia and Japan.
As “unease and intolerance” steadily increases, only 47% of APAC respondents trust others on the streets. In turn, people in the region are turning to familiarity for comfort.
Three-quarters of APAC respondents see their home as their sanctuary with the world now seeming like a scarier place. Elsewhere in the world, 67% of respondents also agreed.
For more, read WARC’s report: What brands need to do to win over APAC consumers.