Possible Future Worlds
The Possible Future Worlds initiative is our flagship Asian-focused research program under which we conduct and implement studies that delve into the lives, behaviour and future aspirations and expectations of Asian consumers.
Possible Future Worlds provides an over-arching strategic framework that guides the areas of research that we conduct and support through a range of funding initiatives. Working in close collaboration with our strategic industry partners, we have identified five topic areas that we believe are of fundamental importance to companies looking to break into these emerging Asian markets.
Understanding Asian consumers values, attitudes and behaviour towards health, wellness and nutrition.
Nutrition and related nutritional products represent a huge market in Asia and we are keen to discover how nutrition-based products are understood, sought and communicated most effectively, in different Asian markets.
- How do Asian consumers seek out health related information and who are the key influencers?
- How do consumers reconcile Western methods of medical treatment with traditional Asian medical practices?
- How will these practices and attitudes change in the face of increasing digital health devices, solutions and information sources?
- How are diet, leisure and exercise habits changing, both at an individual and family level?
- What are the drivers behind these lifestyle choices?
- How will Asians navigate the growing combination of local and international menus?
- How conscious are families towards healthy and unhealthy food, and what are the attitudes towards unhealthy food?
- How is indulgence is justified and rationalised?
- Do Asians who are upwardly mobile favour Western health treatments, food and healthcare products?
We are interested in understanding how lifestyle choices and the consumption behaviours of Asian consumers will evolve in the future.
Shopping is a hugely popular leisure activity across many Asian cities. In countries that are finely attuned to social-status signals, branded goods and sophisticated lifestyles are high on the agenda. How will these attitudes affect the shopping habits of Asians throughout the region as disposable income increases?
- What are the main drivers of different lifestyle and shopping behaviours?
- What is the significance of cultural consumption for both tourists and locals?
- What are consumers’ current spending priorities as a percentage of total income and how will these change in the short to mid term future?
- What are the emerging trends in Asian leisure, hobbies and downtime?
- How do Asians define luxury, in terms of the products and services that are available to them?
- How will digital platforms influence how Asians consume, interact with, or perceive brands?
- How will online and offline shopping environments be utilised by Asian consumers in the future?
- How will local brands compete with popular international brands?
- How will cultural perceptions of beauty impact on the nature of cosmetics, fashion and attitudes?
Understanding the role digital technology will play in the lives of Asian consumers.
With 3.6 billion mobile users (51% of the world’s total), Asia Pacific is home to a vast online audience – and one of the most social. As smartphone functionality improves and expands, the time Asian consumers spend on their smartphones is also undergoing exponential growth. But what does this new Asian digital landscape mean for companies seeking to break into these markets?
- How will Asian consumers integrate the mobile devices into their daily lives?
- How does mobile connectivity and infrastructure affect consumer behaviour?
- What are the attitudes and diffusion rate of online and mobile shopping and how are these changing?
- How do mobile data security and mobile payment influence behaviour
- What is the role of social media and online gaming in Asian lives?
- How will mobile advertising influence consumer behaviour?
- How will marketers incorporate social media, online gaming and mobile advertising into their marketing campaigns?
- What trends are emerging from technologically innovative markets such as Japan, Korea and China?
- How do attitudes towards digital technology, social media, online sharing, and digital self-image differ from Western views?
Understanding how sustainability affects the ability of Asian cities to succeed – and the ability of its inhabitants to live a better life.
By 2040, Asia’s urban population will increase by 70% to more than 2.6 billion people, creating unprecedented social, economic, political, and environmental changes. However, the growth, and success of Asian cities can be severely limited by poor planning. Development in Asia is dependent on the growth of sustainable cities that minimise the use of energy, resources and output of waste materials.
- As Asian countries become increasingly urbanised, how will consumer behavior be affected?
- Which Asian countries are developing sustainable cities, and does this have an effect on social mobility, consumption levels and behaviour?
- Why are Asians moving to cities in such large numbers? How does the movement affect lifestyles in these cities?
- How do Asians feel about urban life, what are their hopes, dreams and needs?
- What will be the definition of an acceptable lifestyle in an Asian city?
- What products and services are required in Asian cities, and how do they differ from western cities?
- Will increasing urbanisation affect traditional Asian family values?
- What does sustainable living mean to Asian consumers?
- What effect will urbanisation have on social mobility across Asia?
Understanding how rapid socioeconomic changes affect the opportunity for Asians to travel, why they travel, where they go, and what they do.
By 2030 Asia’s per capita income will increase 600% – with major implications for travel and tourism. Overseas travel is proving extremely popular with the growing Asian middle classes. We want to get a deeper understanding of how travel priorities change as Asian economies grow.
- Where, why and how will Asians travel abroad in the near future?
- How do food, sightseeing and shopping influence travel decisions?
- Are attitudes to group tours and rigidly planned trips changing?
- Will the new middle classes transition to more family or small group independent trips?
- As Asian cities grow how will the travel priorities of Asians be affected?
- When choosing travel destinations, how important is the availability of shopping and luxury branded products to Asian travellers?
- Will this change as global brands penetrate more deeply into Asian markets?
- How will the relaxation of Visa laws affect tourism traffic to Asian tour destinations?
- How will the budget travel market evolve and how will that affect the Asian tourism industry as a whole?
- How do Asians use social media, mobile applications and other digital technology to plan their travel?
- How is this technology used while travelling?
Pan Asian Wave II
One of the major research initiatives under the Possible Future Worlds program is the Pan Asian Wave research series. Initiated by our in-house research team and co-funded by ACI and strategic sponsors, Pan Asia Wave II, is set to commence in early 2016. Read More >>