When it comes to marketing to the Millennial generation across Asia, brands must be authentic and relevant. This was the consensus from a recent panel session on understanding young people in the region, held by the American Chamber of Commerce in Singapore.
According to Ipsos Business Consulting, Millennials are estimated to consist of about 25 percent of the region’s total population of 134.8 million in ASEAN. Born into a period of relative peace, affluence and globalisation, these young people have high spending power and promising job prospects. They’re better educated and more digitally savvy