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BRAND STANDS
The world of consumerism is full of exaggerations and
plain untruths. And in the past, most Asian consumers
have simply accepted this.
But Asia is changing. In 2014, the UNESCO Institute for
Statistics reported that the number of Asians enrolling
in tertiary education has more than doubled since 2000.
Plus, many of them study abroad, making up 53% of all
international students worldwide (OECD, Sep 2014).
This growing group of Asians are more critical and
outspoken than ever. One instance? September 2014
saw two Korean students cross the Han River in Seoul
with a raft made of 160 unopened bags of potato chips,
to highlight how much air a bag of chips contains.
In 2015, can you reach new consumers and build new
relationships by taking a stand against consumerism’s
many absurdities?
In 2015, smart brands will call out the absurd
claims, campaigns and brand poses that bug
Asian consumers.
10.
www.trendwatching.com/trends/10-asian-trends-for-2015 10 ASIAN TRENDS FOR 2015 36

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