As the behaviour and lifestyles of the region's hyper-connected consumers change, so too must marketing approaches, according to Hakuhodo Institute of Life and Living Asean (HILL Asean), an in-house think tank of Hakuhodo Inc, Japan's second largest advertising and communication agency. The research forecasts two emerging new behaviours among Asean consumers. HOW BRANDS CAN RESPONDBased on these projections, HILL Asean recommends business operators and brands prepare by focusing on three strategic areas:Purpose Branding: Redefine brand value according to purpose and situation. Brands will need to clearly identify how and when their products will benefit consumers, with a clear purpose relevant to everyday life experiences, in order to become what consumers need most. By combining brands' own data and Me Data, discerning the relationship between the target and the brand will become possible.

Source: Bangkok Post February 13, 2019 23:03 UTC