Marketers navigate a new audience as preferences and priorities change
- Marketers representing 13 per cent of the total market capitalisation of companies listed on the Hong Kong stock exchange meet to discuss changing consumer and audience behaviour.
- New trends surface as audiences shift their focus to trust and what matters most to them.
Over the past year, global events and digital advancements have sparked a remarkable transformation in consumer behaviour. With shifting preferences and priorities, individuals have embraced technology and re-evaluated values, making it a challenge for marketers to navigate a changing landscape.
To help fuel the conversation and understand these changes, South China Morning Post Advertising+ recently hosted a CMO luncheon as part of its Remarketing series, which examines how brands are driving growth in the region.
The Changing Consumer/ Brand Power Dynamic round table brought together nine senior-level marketers from a broad range of companies including HSBC, AIA, Kerry Properties, Prudential, John Swire and Sons, Henderson Land and Bank of China, representing approximately HK$5 trillion (US$637 billion), or 13 per cent, of the total market capitalisation of companies listed on the Hong Kong stock exchange.
“This is really important, as Hong Kong and our region look to marketing and fresh ideas to fuel more growth,” said Kevin Huang, chief operating officer, South China Morning Post. “As Financial Secretary Paul Chan said recently, consumers are changing their spending habits. Hong Kong needs to rethink how to market itself and become increasingly creative and competitive.”
And the first step to achieving this is understanding the changing dynamic between brands and consumers – especially relevant given recent global events. According to the round-table speakers, several broad consumer trends are emerging.
