TBWA Asia Indentifies 23 Post-Covid Edges

The global pandemic is causing culture to shift in every direction – whether driven by new consumer needs, government responses, community and brand initiatives, or even deep-rooted issues brought to light by the crisis.

 TBWAAsia has compiled a new report using its proprietary cultural capability, Backslash, to identify 23 New Edges of Asia – trends that are not yet established, but are emerging, growing, and likely to play a large role in future culture.

 The launch of the report coincides with the unveiling of CQ, TBWA’s new knowledge and insights platform tracking the latest cultural triggers in the region, and exploring consumer trends that present future opportunities for brands. TBWAAsia will continue to follow and detail the evolution of each Edge on this new platform.

The Edges of Asia report spans 12 markets – China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam.

Ranging from iParticipants and Clean Currency, to Blended Living and National Pride, each Edge helps businesses understand the implications of the trend, better navigate the circumstances as they evolve, and identify unique and innovative brand opportunities.

 “These 23 edges are a blueprint of culture. It makes cultural nuances accessible by providing a clear direction in which consumer behaviour is heading in a post-COVID world,” said Subramanian Krishnan, Chief Strategy Officer, TBWAIndia “It gives brands an edge to exploit culture rather than be controlled by it, quite literally.”

 “Backslash, our cultural monitoring tool continues to keep us immersed in culture,  elevating our ability to provide our clients’ with accurate insights where consumers are spending their time and attention, and involving them in areas people truly care about,” said Sean Donovan, president TBWAAsia “With such fundamental shifts in society, cultural intelligence will be vital for businesses planning to recover and revive from this crisis – not only the immediate consumer sentiment and behavioral adjustments we’re seeing today, but distilling and strategising for the larger societal trends of tomorrow.”