Knowledge hub

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 realising 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 […]

Meet Ryan, a young professional in Singapore who, just five years ago, couldn’t afford the high fees of traditional wealth management services. Today, thanks to robo-advisors like StashAway, she not only manages her investments effortlessly but also watches her portfolio grow with personalised, data-driven strategies. Wealth management is undergoing a digital revolution, redefining how individuals […]

Thailand’s millennials and Gen Z stand at the forefront of transformative change. Together, they constitute nearly half the population and redefine the nation’s priorities in employment, education, housing, and environmental sustainability. Their voices, once whispers, now resonate as catalysts for action and reform. Despite their optimism—more than 85% expect a better quality of life within […]

What if your data isn’t just incomplete—it’s fundamentally flawed? Unseen biases in research can distort insights, mislead strategies, and undermine the trust that brands rely on for growth. Sampling bias—an error where certain groups in a population are over or underrepresented—remains among the most critical challenges for researchers and brands today. From flawed customer surveys […]

India’s urban transformation is accelerating, with brands eyeing a burgeoning consumer market poised for dramatic growth. By 2030, 600 million Indians—40% of the population—are expected to live in urban areas, marking one of the fastest urbanisation rates globally. This shift is not just altering the country’s physical skyline but fundamentally reshaping consumer behaviours, preferences, and […]

Search behaviour is undergoing a seismic shift, and the implications for brands are profound. Artificial intelligence tools like ChatGPT and Bard are no longer just novelties—they are becoming the go-to for millions seeking instant, conversational answers. Simultaneously, platforms like TikTok and Instagram have emerged as primary search engines for younger generations, with nearly 40% of […]

Western theories often fail to capture India’s intricate cultural and market dynamics. With its vast diversity and unique consumer demands, India requires localised strategies that balance cultural sensitivity with global scalability. With over a billion people spanning countless regional, linguistic, and traditional boundaries, understanding Indian consumers demands a localised approach. Immersive consumer research, known as […]

With over 30% of the Philippines‘ population under the age of 15 and a total population exceeding 113 million, the country is positioned as a global powerhouse.  Forecasted to be among eight nations contributing to half of all global population growth by 2050, the Philippines’ youth are not just the face of tomorrow—they are the […]