Embracing the “me in the we” mindset: Unlocking growth opportunities in SEA’s small towns

Nelson Loaiza

As society experiences a shift towards more people striving to express their unique identities and aspirations, Kantar’s Nelson Loaiza writes that it becomes even more important for brands to recognise that small towns in Southeast Asia are not extensions of big cities.

In today’s rapidly changing global landscape, understanding the cultural nuances and shifts in consumer mindsets is crucial for brands seeking growth opportunities. This is particularly true in Southeast Asia, a region known for its diverse and multicultural population. While big cities have traditionally been the focus for brand expansion, the untapped potential lies in often-overlooked small towns.

By recognising and embracing the culture and unique characteristics of these smaller communities, particularly the growing “me in the we” mindset, brands can uncover valuable growth opportunities by connecting with consumers on a deeper level.

Although we will explore the implications across Southeast...

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