This study presents drivers that shape consumer trends and aspirations across the Asian region. Whilst crafting one consumer profile for Asia would not be realistic due to the vast varieties of languages, cultures, religions and customs across the region, this study aims to profile the diversity of consumer personas.
It highlights the differences between markets, whilst at the same time observing similarities and contrasts within the same consumer groups. Thus, the first volume of this study is entitled ‘a balancing act’, resonating with the trend outcomes.
This study is based on an Asia-wide survey covering 2,100 premium lifestyle consumers across 6 markets.