Knowledge hub

The potential ban of TikTok in the United States is more than a policy decision. It’s a reckoning for marketers and content creators who depend on the platform. TikTok’s advertising revenue exceeded $18.5 billion globally in 2024, with approximately $10 billion attributed to the US market alone. For creators, the stakes are even higher; TikTok […]

Picture this: a shopper stands in the cereal aisle, scanning dozens of options. Despite analyzing labels and comparing prices, they instinctively reach for the brand tied to their childhood memories. It’s a decision that seems rational but is anything but—it’s driven by emotion. Research shows that up to 95% of purchasing decisions happen subconsciously, heavily […]

In 2024, consumers juggled 12 active subscriptions, ranging from streaming platforms to pet supply deliveries. Once heralded for its convenience, the subscription model now faces a crossroads. Data shows subscription fatigue is growing: cancellations are rising, new sign-ups are slowing, and customers are demanding more flexibility and transparency. With almost every industry embracing the model, […]

For many in Singapore, studying abroad has long symbolized a gateway to success, offering prestige, cross-cultural experiences, and broader career paths. However, as Gen Z begins to dominate the student population, their values and expectations reshape perceptions of overseas education. Driven by economic concerns, digital accessibility, and social responsibility, Gen Z is pushing universities to […]

Japanese pet owners treat their furry companions like family, fueling a booming market for premium accessories, emergency vet services, and more. A new 2024 study by our sister company, Cross Marketing Inc., sheds light on the key trends shaping this sector—and how brands in the pet sector can seize this opportunity. Survey Highlights —Key Findings […]

How do brands lose their edge? Often, it’s by failing to stay in touch with shifts in consumer sentiment and behavior. Trends like hyper-personalization, digital-first lifestyles, and shifting cultural priorities make yesterday’s insights obsolete. Brands that cling to outdated audience profiles risk misaligned messaging, wasted budgets, and eroded relevance. Redefining your audience isn’t just about […]

Singapore has established itself as a global sustainability leader, with 100% of its top 100 companies achieving sustainability reporting—a distinction shared by only seven nations worldwide. Over three-quarters of these companies recognize climate change as a financial risk, exceeding the global average of 55%. Singapore’s Green Plan 2030 outlines a comprehensive strategy for achieving net-zero […]

With a median age of just under 32 years, Malaysia is a nation of youth. Millennials and Gen Z—30.5% of the population—are not just envisioning change but driving it. Yet, rising living costs, unaffordable housing, and healthcare disparities stand in their way, threatening to stall their aspirations. Our collaborative study with Vero Advocacy reveals over […]

With over 40% of Vietnam‘s population under 30, the youth represent one of the country’s greatest assets for innovation and economic growth. Millennials and Gen Z in Vietnam are not just inheritors of the country’s future—they are active architects of a society valuing sustainability, education, and equitable opportunities. However, systemic barriers, such as limited access […]

Millennials and Gen Z, who comprise over half of Indonesia’s population, are leading cultural, economic, and digital transformations in the world’s fourth-largest nation. Yet, significant challenges remain on the path to realizing their potential. Employment challenges—marked by a persistent skills mismatch and regional inequities—and the struggle for affordable housing remain key barriers. Despite these, Indonesia’s […]