In light of Covid-19, culture is shifting in every direction. 

We’ve seen motivations and outlooks changed. And within that, so have behaviours.

 

Which of these new behaviours and values will be here to stay as we prepare for life in a post-Covid world?

We’ve identified 23 New Edges we are likely to see across 12 markets in Asia. 

Dive into the Full Report here.

 
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WHAT IS THE NEXT WAVE OF WELLNESS

What is the next wave of wellness? TBWA released ED\GE, an interactive magazine that unpacks the cultural forces driving the $4.5 trillion dollar global wellness industry forward.

 

From sleep to science to sex, explore the digital edition of ED\GE to learn why we believe every brand is now a wellness brand.

 
Image by Avel Chuklanov

COMMUNITY SPIRIT IN THE PHILIPPINES

While the pandemic has reshaped how people interact with the world around them, the communal spirit is not something new to Filipinos and is a deeply ingrained custom commonly referred to as the “Bayanihan Spirit”.

 

How to gamify a country

Digital tourism experiences, which bring the world closer to home, are in demand and tourism brands are striving to deliver.

 

We provide a walkthrough of Tourism New Zealand’s PLAY NZ campaign and explore how tourism marketing can embrace new ways of storytelling.​​

 

 

COVID
RAMADAN & EID

After five weeks, observing, experiencing and capturing cultural changes during the recent Covid-Ramadan and Eid in Indonesia and Malaysia, we have created a special report evaluating how the pandemic has created new behaviours and values among Muslim communities in Nusantara.

 

THE ROLE OF GENDER IN ADVERTISING

For International Women's Day 2020, TBWA offices across Asia delved into some of the local nuances and cultural traditions that may be contributing to gender inequality. 

 

We reflect on what role advertising might have played in creating gender stereotypes, and how the industry can do better going forward.

generational differences

We examine the reality of generational differences in Indonesia and explore if brands miss out on opportunities when targeting solely based on generational assumptions. Is there more commonality across generations in Indonesia than marketers are made to believe?

 

DIGITAL HEALTHCARE

In a span of ten years we have become tethered to our mobile devices, changing how we access dozens of services, among them, healthcare – which is moving ever faster toward being digitally delivered.

A look at trends and initiatives that are shaping healthcare's future, and the technologies that will help everyone access it.

REPOSITION
WITH RIGOUR

We examine how changing the frame of reference for brands creates new opportunities for unlocking growth.

 

SACRED TENANTS OF RURAL MARKETING

There are many conventions of rural marketing that have lived well past their expiry date. It is time to retire them and for brands to connect more richly with the emerging rural Indian consumer.

They should also see past the narrative of rural Indians being poor. Access and aspiration of rural Indian consumers is soaring to keep pace with their urban counterparts..

 

A NEW REALM
OF SPORT

Esports is a digitally native cultural phenomenon. With a fan base of 380 million in 2018 and audience growth of 14 per cent YoY, this is no longer an arena that brands and publishers can afford to stay out of.

In the first edition of this series of articles, we outline why marketers urgently need to get to know this audience.

 

STORYTELLING
IN A UNIVERSAL LANGUAGE

It has been a core part of advertising since the early days of radio, as brands attempted to cement themselves into the audiences’ memories using jingles. But now, music plays a more important strategic role than simply trying to boost brand recall.

 

Nothing compares with its capacity to embrace diversity, transcend borders, and bring different people together. That’s why people call it the world’s universal language.

 

THE MACHINES
HAVE RISEN

First in a series of articles presenting our Rise of the Machines research in partnership with Hall and Partners, with contributions from innovative marketers and digital leaders discussing the rise of the machines and whether brands are ready.

 

GENDER EQUALITY IN ASIA

TBWA\Asia and Microsoft join to call on the industry to rethink gender inequality in Asia. In a co-written piece, by Microsoft's Dr. Astrid S. Tuminez and TBWA's Philip Brett, they ask the industry to understand local nuance in order to empower Asia’s women to fuel innovation, growth and fill the talent gap.