Southeast Asian consumers: respect the world and love the local

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As consumption patterns continue to evolve in Southeast Asia, certain trends are beginning to emerge. Older generations continue to value trust and simplicity highly, unlike younger generations who prefer convenience and lifestyle-related things. Countries with aging populations, such as Thailand and Singapore, will be both traditional markets, meaning markets that won’t see sudden changes, and markets where high-margin products can be sold to the affluent class. One example is IKEA. Given that Thailand and Singapore have historically relied more on domestic home furnishing brands, the Scandinavian retailer is boosting its presence and sales in these markets.


Experience and lifestyle continue to be themes among the younger finland telegram number database generations in the Southeast Asian market. Sure, the global pandemic has curbed movement and freedom, but youth are still finding ways to spend beyond the norm. They can also be seen embracing a healthier lifestyle in the region. This means spending more on products that promote health, such as: quality food, water, branded goods, supplements, etc. Exercise continues to be a strong trend, albeit a milder one considering the restrictions are in place. Any exercise gear that can be used outdoors, not only helps to keep fit, but is also seen more as a lifestyle brand to connect with others. When it comes to health, better sleep is something that is mostly overlooked by everyone in SEA. This is also changing as the emerging middle class takes up everything from supplements to comfort-centric furniture.

In the digital world, personalizing and enriching the customer experience has also become more important than ever.
Leveraging marketing automation (MA) tools can help engage customers so that the right message and the right timing are delivered.