Rejecting age-based stereotypes, the majority (86%) of consumers in APAC want to be treated as an individual with unique interests and preferences, says research from Adobe.
Over one in two consumers (57%) saying they feel negatively towards brands that interact with them based on broad assumptions and labels, including age-based stereotypes such as “Millennial” and “Gen-Z”,
The survey of 5,000 APAC consumers (2,000 Australians, 2,000 Indians and 1,000 Singaporeans) revealed that 62% of Australians said they have changed their favourite brands as their tastes and financial situation has changed.
Almost half of Australians (46%) now expect businesses to have a clear understanding of who they are as individuals, and only contact them with information relevant to what they are interested in at any given moment. More than one in two Australian consumers (59%) think negatively of brands that use broad assumptions and stereotypes to engage them.
Over two-thirds of consumers (66%) say they expect personalised experiences from brands they share data with, with more than half (50%) wanting real-time offers relevant to them. However, 25% of Australians say brands are not doing this well or are inconsistent in their efforts to keep up with their personal preferences.
Regular efforts to engage consumers with bespoke offers related to their current interests is of the highest importance – more than three times as many people want frequent, thoughtful gestures (61%) over bigger one-off moments (14%).
Duncan Egan, vice president of marketing for Adobe Asia Pacific and Japan, said: “Across Asia Pacific, customers are calling on brands to demonstrate that they know them, show them, and will help them in the moments that matter - not once, but all the time.
“To meet that standard, brands need to unlock preferences in real-time through customer data and use it to deliver relevant interactions and content at the right moment. Scaling that across up to millions of customers is the next step.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.