Brands need to rethink how they target young Asian consumers.

Brands need to rethink how they target young Asian consumers. According to VICE Media Group’s The State Of Youth Report on Gen Z and Millennials in South Korea, Indonesia, and India, traditional life goals and ideas of success have vastly changed for young people in these countries. The survey found that 57% think achieving a good work / life balance is a significant indicator of success, “with 55% rating success as ‘when they felt happy or content’ and 44% said success was achieved when they made a positive impact in their company, community or the world.” The research also shows that young people in Asia are prioritizing their self-identity: “the majority of Asia’s youth say they do not derive their identity through the brands they buy” and just 16% say celebrities are “influential when it comes to identity expression.” With these shifts, it’s clear brands will need to evolve alongside this gen. (The Drum)