VML Qais has revealed findings of a pan-regional study Generation Asia 2014. The study covered 10 Asian markets and 32,000 consumers aged 18 to 60.
The scope spanned 16 product and service categories. In India, the GenAsia study covered 2000 respondents across Mumbai, Delhi, Bengaluru, Hyderabad and Chandigarh.
Seventy seven per cent of 18 to 35 year olds (termed as 'Powers' in the study) believe that we can learn from other cultures (but not at the expense of their own), whereas 72 per cent of 36 to 60 year olds (termed as 'Potentials') subscribe to the thought. The study brings out the point that 'development equals sameness'.
Tripti Lochan, CEO, VML Qais India, said, "The major Indian cities have become home to template style stalls, from a Mango to a Zara to a Starbucks. It is very difficult to distinguish one city from another which lends to a certain kind of homogeneity. A majority of our respondents saw this as a loss of traditional values - and that culture is being steam-rolled."
Lochan listed some key takeaways for brands:
Contextualise your idea - Taking global format and adapting and adopting them according to local relevance
A brand and its brand idea must contribute to culture in some way or the other - It's about staying relevant to the local culture
Create a community, on the digital platform
Don't 'templatise' everything - Look at insights relevant to the market that you're working in
Go deeper into what people do, don't just rely on feedback under controlled environments