Stephen Few once said, “Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” This quote captures the essence of data storytelling—transforming raw data into compelling narratives that drive action and influence decisions.

Data storytelling combines data, visuals, and narrative to create a powerful tool that informs, engages, and persuades. As brands gather vast amounts of data, the real challenge lies in converting this data into actionable insights. Effective data storytelling bridges this gap by making complex data understandable and relatable, turning abstract numbers into stories that resonate.

The demand for data storytelling skills has grown significantly. LinkedIn reports that data analysis remains one of the most sought-after skills for recruiters. Despite this, there’s often a disconnect between those who can analyze data and those who can communicate the insights effectively. Many professionals with advanced degrees in economics, mathematics, or statistics excel at data analysis but struggle with the “last mile”—communicating their findings.

With the rise of self-service analytics and business intelligence tools, more people across various business functions are generating insights. This democratisation of data has led to an unprecedented number of insights produced. Yet, without the ability to tell a compelling data story, many of these insights fail to drive action.

Data storytelling is not just about creating visually appealing charts and graphs. It’s about weaving a narrative that highlights the significance of the data, provides context, and makes the insights memorable. Stories have always been a powerful way to communicate ideas and influence behaviour. In the context of data, storytelling can help transform complex information into an understandable but also compelling and actionable narrative.

The Importance of Data Storytelling

Historical Perspective

Back in 2009, Dr. Hal R. Varian, Google’s Chief Economist, made a prescient statement: “The ability to take data—to be able to understand it, to process it, to extract value from it, to visualise it, to communicate it—that’s going to be a hugely important skill in the next decades.”

Fast forward to today, and Varian’s prediction has proven remarkably accurate. As businesses amass more data than ever, the ability to analyze and effectively communicate this data has become crucial.

Current Trends

The demand for data storytelling skills is on the rise. LinkedIn’s recent Workforce Report highlighted that data analysis skills have consistently ranked among the top sought-after skills by recruiters over the past few years. Data analysis was the only category consistently ranked in the top four across all the countries analyzed. This surge in demand underscores the critical need for professionals who can bridge the gap between data analysis and decision-making.

The role of data storytellers is becoming increasingly vital within organisations. These individuals possess a unique blend of skills that allow them to not only analyse data but also craft narratives that make the insights accessible and actionable. As more organisations recognise the value of data-driven decision-making, the ability to tell compelling data stories is becoming a highly prized skill.

The “Last Mile” Problem

Despite advancements in data analytics, many businesses still struggle with what is often referred to as the “last mile” problem—the gap between data analysis and actionable insights. This gap exists because many data professionals are adept at uncovering insights but lack the skills to communicate these findings effectively. 

Without clear communication, valuable insights can remain hidden, and their potential impact is lost.

For example, a report by McKinsey & Company highlighted that while brands are increasingly investing in data and analytics, many are not realising the full value of these investments due to a lack of effective communication. The report emphasised the importance of translating data insights into clear, compelling narratives to drive action and change within organisations.

Moreover, as self-service analytics tools become more prevalent, the responsibility for generating insights is expanding beyond traditional data teams. This democratisation of data means that more people across various business functions are generating insights. However, without the ability to tell a compelling data story, these insights often fail to drive action.

Components of Data Storytelling

Data

At the heart of any data story lies the data itself. Valuable data is accurate, relevant, and timely. It is the foundation upon which insights are built, and without reliable data, the entire storytelling effort can falter.

Valuable data should be comprehensive enough to provide a complete picture and focused enough to address specific questions or problems. It’s not just about the quantity of data but the quality. High-quality data should be clean, well-organised, and representative of the phenomena it aims to describe. In data storytelling, data serves as the factual backbone, lending credibility and substance to the narrative being crafted.

Visuals

Data visualisation is a powerful tool in data storytelling. It transforms raw data into visual formats like charts, graphs, and maps, making complex information more accessible and easier to understand. Visuals help to highlight key trends, patterns, and outliers that might be missed in a table of numbers. 

According to a study by the Wharton School of Business, presentations using visual aids were 67% more persuasive than those that did not. Effective data visualisations clarify the data and engage the audience, making the insights more memorable and impactful. They act as the visual representation of the story, providing a clear and intuitive way for audiences to grasp the significance of the data.

Narrative

The narrative is the element that brings data and visuals together into a coherent and compelling story. A well-crafted narrative provides context, explaining what the data means, why it matters, and how it can be used. It guides the audience through the data, highlighting the key insights and their implications. Storytelling has been fundamental to human communication for thousands of years because it resonates emotionally.

According to neuroscientist Dr. Paul Zak, stories can trigger the release of oxytocin, a hormone associated with empathy and trust. This emotional engagement helps to make the data more relatable and memorable. In data storytelling, the narrative acts as the bridge between the logical and emotional sides of the brain, ensuring that insights are not only understood but also felt and acted upon.

Why Data Storytelling is Essential

Human Connection

Data storytelling is more than just a method for presenting information; it’s a way to forge a human connection. Neuroscientific research has shown that stories stimulate the brain in ways that pure data cannot.

When we hear a story, multiple areas of the brain light up, including those responsible for emotional processing. Dr. Paul Zak’s research on oxytocin reveals that this “trust hormone” is released when we engage with a story, fostering empathy and connection. We tap into this emotional response by weaving data into a narrative, making the information more relatable and impactful. This connection is crucial for influencing decision-making, as it helps audiences understand the data and feel its significance.

Memorability

Stories are inherently more memorable than raw data. A study by Stanford professor Chip Heath demonstrated that 63% of people could remember stories, whereas only 5% could recall individual statistics. This disparity is because stories provide context and meaning, making the information easier to recall. Heath’s research involved participants using an average of 2.5 statistics in their presentations, but only 10% incorporated stories. Despite this, the stories were what audiences remembered. By embedding data within a narrative framework, data storytelling enhances retention, ensuring that key insights stick with the audience long after the presentation is over.

Persuasiveness

The power of stories to persuade is well-documented. In a study comparing two versions of a brochure for the Save the Children charity, one featuring infographics and the other a story about a girl named Rokia from Mali, the story-based version significantly outperformed the infographic version in terms of donations. 

Participants who read the story donated an average of $2.38, compared to $1.14 for those who read the infographics. This stark difference underscores the persuasive power of storytelling. By humanising data and presenting it within a compelling narrative, data storytelling can drive more substantial and emotional engagement, leading to more significant action.

Engagement

Storytelling uniquely captivates audiences, drawing them into a trance-like state where they become less critical and more receptive. This phenomenon, described by mathematician John Allen Paulos, involves a suspension of disbelief that allows the audience to fully immerse into the narrative.

When people are engaged in a story, their intellectual guard drops, and they are more open to the message being conveyed. This state of engagement is crucial for data storytelling, as it helps to ensure that the audience is not just passively receiving information but actively connecting with it.

By combining data with a strong narrative, storytellers can maintain attention, foster deeper understanding, and inspire action. In essence data storytelling is essential because it transforms the way we communicate insights. By connecting on a human level, making information memorable, enhancing persuasiveness, and engaging the audience, data storytelling ensures that valuable insights are not only conveyed but also internalised and acted upon.

Challenges and Solutions in Data Storytelling

Common Challenges

While data storytelling can be a powerful tool, it is not without its challenges. Here are some common obstacles that practitioners often face:

  1. Data Complexity: One of the primary challenges in data storytelling is dealing with complex and voluminous data. Translating intricate datasets into a coherent and understandable narrative can be daunting. The more complex the data, the harder it is to extract and communicate key insights effectively.
  2. Audience Diversity: Different audiences have varying levels of data literacy and different preferences for how they consume information. What resonates with one group may not be effective for another. This diversity can make it difficult to craft a story that is both universally understandable and engaging.
  3. Maintaining Accuracy: Simplifying data to make it more digestible can sometimes lead to oversimplification, which can result in the loss of nuances and important details. Striking the right balance between simplicity and accuracy is a common challenge.
  4. Ensuring Engagement: Keeping an audience engaged throughout a data presentation can be challenging, especially when dealing with dry or technical content. It requires a careful balance of storytelling elements to maintain interest without sacrificing the integrity of the data.
  5. Technology Limitations: Not all organisations have access to advanced data visualisation tools or the technical expertise needed to create compelling visual stories. This can limit the ability to present data effectively.

Effective Solutions

Despite these challenges, there are several strategies and best practices that can help overcome these obstacles and improve the effectiveness of data storytelling:

  1. Simplify and Focus: Start by identifying the key insights you want to communicate. Focus on these main points and simplify the data as much as possible without losing its essence. Use clear and concise visuals to highlight these insights. Tools like dashboards and summary reports can break down complex data into more manageable pieces.
  2. Know Your Audience: Tailor your data story to the audience’s level of understanding and interests. Conduct a brief analysis of your audience beforehand to gauge their data literacy and preferences. This will help you choose the right level of detail and the most appropriate storytelling techniques.
  3. Balance Simplicity with Accuracy: While it’s important to make the data understandable, do not oversimplify it to the point of misrepresentation. Use annotations, footnotes, and supplementary materials to provide additional context and detail where necessary.
  4. Engage with Narrative Techniques: Use storytelling techniques to keep your audience engaged. This can include crafting a compelling opening, building a narrative arc with a clear beginning, middle, and end, and using anecdotes or case studies to humanise the data. Interactive elements such as live polls or Q&A sessions can also help maintain engagement.
  5. Leverage Technology: Invest in user-friendly data visualisation tools that can help you create professional and compelling visuals. There are many tools available, ranging from basic charting software to advanced visualisation platforms. Training staff in these tools can also enhance your data storytelling capabilities.
  6. Iterate and Improve: Data storytelling is an iterative process. Seek feedback from your audience to understand what works and what doesn’t. Use this feedback to refine and improve your storytelling techniques continually. Regular practice and iteration will help you become more adept at conveying complex data in an engaging and understandable way.

Final Thoughts

Data storytelling is not just a valuable skill but a fundamental necessity in today’s business landscape. As organisations continue to amass vast amounts of data, the ability to translate this data into compelling stories will distinguish the successful from the struggling. The true power of data lies not in its collection but in its interpretation and communication. Those who can weave data into engaging narratives will drive more informed decision-making, foster innovation, and create significant competitive advantages.

Looking ahead, the future of data storytelling is poised for exciting evolution. With advancements in technology, particularly in artificial intelligence and machine learning, the tools available for data visualisation and analysis will become even more sophisticated. These technologies will enable deeper insights and more dynamic storytelling, making data even more accessible and understandable to a broader audience.

As data literacy becomes a core component of education and professional development, we can expect a new generation of professionals who are not only data-savvy but also skilled storytellers. This shift will democratise data storytelling, allowing insights to flow more freely across all levels of an organisation and fostering a culture of data-driven decision-making.

In an increasingly complex and data-rich world, the ability to tell stories with data will become ever more critical. It’s not just about presenting numbers; it’s about making those numbers speak, engaging audiences, and driving meaningful action. As we move forward, the organisations that embrace and excel in data storytelling will lead the way, turning information into impact and insights into innovation. The future is bright for those who master the art of data storytelling, transforming data into a powerful narrative that can shape the course of businesses and industries alike.

As third-party cookies crumble, so does the foundation of digital advertising. The impending demise of these cookies and growing restrictions on mobile device identifiers are forcing brands to rethink how they connect with consumers. Apple’s App Tracking Transparency (ATT) and other privacy-first initiatives have reshaped the landscape, ushering in a new era where traditional tracking methods are no longer viable.

This shift is more than a technical adjustment—it demands a fundamental transformation of digital advertising strategies. Brands must move away from third-party tracking and embrace privacy-centric approaches to thrive in this environment. The path forward is becoming clearer, with three key strategies emerging as crucial: first-party data collection, second-party data partnerships, and revisiting contextual and interest-based advertising. Although each brand’s journey will differ, one constant remains—the importance of building strong consumer relationships while safeguarding privacy.

Also, read The Rise of Zero-Party Data: Enhancing Customer Trust and Personalisation.

The Internet Before Cookies

In the early days of the internet, privacy was more of a default. Websites operated independently, and tracking user activity across platforms was difficult. Users could browse anonymously, leaving little trace of their behaviour. However, this changed in the mid-1990s with the introduction of cookies, initially designed to improve user experience by remembering login details and preferences.

Third-party cookies evolved quickly, becoming powerful tools for tracking user behaviour across websites, enabling advertisers to deliver highly personalised ads. This marked the beginning of an era where cookies became the backbone of programmatic advertising and fueled the growth of digital giants like Google and Facebook.

However, as awareness of privacy issues grew, so did the demand for stronger protections. This led to regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), setting the stage for the eventual phase-out of third-party cookies.

The Golden Age of Third-Party Cookies

Before third-party cookies became widespread, digital advertising primarily relied on contextual targeting—placing ads based on the content of a webpage rather than tracking individual users. For example, a reader browsing an article about hiking might see ads for outdoor gear, not because the advertiser knew their browsing history but because of the relevance of the content. While effective to some degree, this method lacked the precision advertisers desired.

The introduction of third-party cookies changed everything. By enabling cross-site tracking, advertisers could deliver highly personalised ads tailored to users’ browsing habits, interests, and demographics. This precision significantly improved campaign effectiveness, making third-party cookies the cornerstone of programmatic advertising.

However, as third-party tracking became pervasive, privacy concerns followed. Users became increasingly aware of how their data was being collected and used, fueling the demand for stronger privacy protections. These concerns and regulatory pressures like GDPR and CCPA set the stage for the phase-out of third-party cookies and the rise of privacy-first alternatives.

Phasing Out Third-Party Cookies

Google has been preparing to phase out third-party cookies in its Chrome browser for years, but the timeline has shifted multiple times. The latest change delays the complete removal of cookies until 2025. Unlike Safari and Firefox, which have blocked third-party cookies by default, Chrome is taking a more gradual approach, allowing companies more time to adapt.

For marketers, this shift necessitates a pivot toward first-party data strategies and privacy-centric tools like Google’s Privacy Sandbox. These tools, along with alternatives like Adobe’s Real-Time Customer Data Platform (CDP), allow brands to collect and utilise first-party data while respecting privacy concerns. As the digital advertising ecosystem evolves, building strong first-party data strategies will be critical for maintaining effective targeting in a cookieless future.

The Path Forward for Advertisers in a Privacy-first World

The end of third-party cookies demands a fundamental shift in how advertisers collect and utilise data. Three key strategies will be crucial to maintain relevance and deliver personalised experiences in a privacy-first world: first-party data collection, second-party data partnerships, and contextual and interest-based advertising.

  • First-Party Data Collection

First-party data will be the most valuable asset in a cookieless future. Unlike third-party cookies, which track users across multiple sites, first-party data is collected directly from interactions between users and a brand’s platforms, such as websites, mobile apps, and loyalty programs. By gathering data from their own touchpoints, companies can build a clearer picture of their customers’ preferences, behaviours, and needs without infringing on privacy.

To harness first-party data effectively, brands must prioritise transparency and user consent. Clear communication about what data is being collected and how it will be used is essential. Loyalty programs, personalised content, and interactive experiences are just a few ways brands can incentivise users to share their data willingly. The goal is to build trust while delivering value.

  • Second-Party Data Partnerships

Brands can also collaborate with trusted partners to access second-party data. Second-party data is essentially someone else’s first-party data, shared in a privacy-compliant way. These partnerships allow companies to expand their understanding of their customers by gaining insights from non-competitive brands that target similar audiences.

For example, a retail brand might partner with a financial services company to better understand consumer spending habits and preferences. These collaborations can create a more holistic view of the customer journey, leading to more effective targeting and personalisation. Ensuring these partnerships comply with privacy regulations and maintain user trust is critical.

  • Contextual and Interest-Based Advertising

As third-party cookies disappear, contextual and interest-based advertising will become increasingly important. Contextual advertising places ads based on the content of the webpage rather than the user’s browsing history. This method respects user privacy while providing relevant ad experiences based on context.

Interest-based advertising, which targets ads based on general user interests rather than specific tracking, is another avenue for advertisers to explore. Both approaches allow brands to deliver relevant messages without relying on invasive tracking techniques.

As a renowned digital marketing expert, Neil Patel emphasises, “First-party data is your golden ticket for a post-cookie world. Build trust with your users and give them a reason to share their information willingly.” This sentiment underscores the importance of shifting to more transparent, privacy-respecting data collection and advertising methods.

Strengthening Consumer Relationships in a Privacy-Focused World

As digital advertising shifts toward privacy-centric models, building trust and fostering strong consumer relationships is more crucial than ever. The loss of third-party cookies has made it imperative for brands to earn customer loyalty through transparent and respectful data practices. In this new era, trust isn’t just a nice to have; it’s a fundamental requirement for success.

Consumers are increasingly cautious about sharing their personal information, especially regarding data breaches and invasive tracking practices. According to a study by Edelman, 81% of consumers say trust is a key factor in their purchasing decisions, and companies that fail to uphold strong privacy standards risk losing customer loyalty.

Brands can no longer rely on behind-the-scenes tracking to personalise ads. Instead, they must build direct relationships with consumers, encouraging them to share their data willingly. This shift puts trust at the heart of digital marketing strategies. When customers trust a brand, they’re more likely to provide the information needed to deliver personalised experiences.

Practical Steps to Improve Transparency, Consent, and Control

Clear Communication: Transparency begins with clear and concise communication about data collection practices. Brands should inform users exactly what data is being collected, how it will be used, and how long it will be stored. Avoid complex legal jargon and make privacy policies easy to understand.

User Consent and Control: Empower users by giving them control over their data. Implement robust consent management frameworks that allow users to opt in or out of data collection. Ensure that users can easily access, modify, or delete their data anytime.

Value Exchange: Provide tangible value in exchange for user data. Whether personalised offers, exclusive content, or enhanced experiences, brands must show customers that sharing their data is worthwhile. Loyalty programs and personalised recommendations are examples of effective value exchanges.

Examples of Companies Excelling in Consumer Relationship Management

Apple: Known for its strong stance on privacy, Apple has made transparency a cornerstone of its brand. With initiatives like App Tracking Transparency (ATT), Apple puts control in the hands of its users, allowing them to decide which apps can track their data. This approach has earned Apple significant consumer trust, differentiating the company in a crowded market.

Patagonia: Patagonia is a prime example of how ethical practices can build customer loyalty. The outdoor apparel brand’s commitment to environmental responsibility and social impact extends to its data practices, where transparency and respect for privacy are integral. By aligning their values with their actions, Patagonia fosters strong, trust-based customer relationships.

Spotify: Spotify has implemented clear privacy controls and provides users with detailed information about how their data is used. The platform offers personalised experiences tied to users’ data, making the value exchange evident. By emphasising transparency and value exchange, Spotify has built a loyal customer base that willingly shares their data in exchange for personalised experiences.

Future-Proofing Your Digital Advertising Strategy

As third-party cookies fade into the background, brands must adopt a forward-looking, privacy-centric approach to digital advertising. The future of marketing lies in strategies and technologies that prioritise user privacy while maintaining effective targeting and personalisation. Future-proofing your advertising strategy will require embracing new methods, tools, and platforms that aren’t dependent on cookies or specific identifiers.

Key Elements of a Privacy-Centric Approach

  • Consent Management: Implement robust systems that allow users to easily manage their data and privacy settings.
  • Data Minimisation: Only collect the data necessary for specific, consented purposes, reducing the risk of data breaches and enhancing user trust.
  • Security Measures: Invest in strong data protection measures to safeguard user information from unauthorised access.

Adopting Technologies Not Dependent on Cookies

Marketers must now explore alternative technologies to deliver personalised experiences without tracking users across the web. Several emerging technologies are designed to achieve this, helping brands adapt to a cookieless future:

First-Party Data Tools: These tools allow brands to leverage data directly from customer interactions, such as website behaviour, app usage, and CRM data. By focusing on first-party data, brands can build accurate profiles of their users while ensuring privacy and compliance.

Contextual Advertising Platforms: Unlike behavioural advertising, contextual advertising places ads based on a webpage’s content rather than user tracking. This approach ensures relevance while respecting user privacy, making it an essential strategy in the absence of cookies.

Interest-Based Advertising: Interest-based models allow advertisers to target groups of users based on general interests rather than specific identifiers. This broadens the reach while maintaining user privacy, as no personal data is tracked or stored.

Tools and Platforms for Effective Targeting

Several tools and platforms are emerging to help brands transition to a privacy-first digital advertising ecosystem. These technologies enable brands to continue targeting and personalising experiences, even in a cookieless environment:

Google’s Privacy Sandbox: Designed to create a more private internet while enabling targeted advertising, Google’s Privacy Sandbox offers APIs like Federated Learning of Cohorts (FLoC) and Topics. These tools allow advertisers to target ads based on group behaviour rather than individual tracking. By replacing third-party cookies with less invasive methods, Privacy Sandbox aims to balance privacy with ad relevance.

Adobe’s Real-Time Customer Data Platform (CDP): Adobe’s Real-Time CDP enables brands to collect and activate first-party data across channels while respecting user privacy. The platform offers advanced segmentation and personalisation features that aren’t dependent on third-party cookies. With its privacy-first approach, Adobe Real-Time CDP helps brands deliver personalised experiences while ensuring compliance with global privacy regulations.

Server-to-Server Solutions: Platforms like Marin Software offer server-to-server tracking solutions that bypass the need for cookies altogether. These solutions allow for more secure and accurate data collection, helping brands maintain performance and measurement capabilities in a cookieless world.

A New Era of Digital Advertising

The demise of third-party cookies signals the beginning of a new era in digital advertising that requires a fundamental shift in how brands collect and utilise data. To succeed in this evolving landscape, the importance of first-party data cannot be overstated. By leveraging data directly from customer interactions on their platforms, brands can build personalised experiences while respecting user privacy. Additionally, forming second-party data partnerships provides valuable opportunities for collaboration, allowing brands to expand their reach without compromising compliance.

The future of advertising will also see a resurgence of alternative targeting methods, such as contextual and interest-based advertising. These strategies enable brands to deliver relevant messages without relying on invasive tracking techniques. As consumers demand more control over their data, respecting privacy will be key to maintaining trust and loyalty.

Brands that adapt and innovate in this cookieless world will thrive. Building strong consumer relationships, prioritising transparency, and adopting privacy-centric technologies will ensure long-term success. The landscape may be shifting, but with the right strategies, brands can navigate the change and emerge stronger than before.

As Zillennials—born between 1992 and 1998—enter their prime spending years, their influence on the retail landscape is becoming impossible to ignore. 

Positioned at the intersection of Millennials and Gen Z, this micro-generation embodies a unique mix of traits that distinguishes them from both. They grew up with early digital experiences like Millennials. Still, they matured into adulthood amidst the rise of social media and mobile technology —characteristic of Gen Z. Their hybrid behaviours, preferences, and expectations are reshaping the future of retail and consumer engagement.

For brands, understanding Zillennials is not just a matter of keeping up with trends—it’s essential for long-term success. Zillennials expect brands to balance authenticity with innovation, providing experiences evoking nostalgia and a forward-thinking approach. As they continue to gain economic influence, brands that successfully tap into the Zillennial mindset can build strong connections with this powerful consumer group, setting the stage for lasting loyalty.

Who Are Zillennials?

Zillennials, often called the “in-between” generation, are typically born between the mid-1990s and early 2000s. This cohort finds itself at the intersection of two powerful generational forces: Millennials and Gen Z. Like Millennials, they grew up during the technological boom of the late 1990s and early 2000s, witnessing the transition from analogue to digital. Yet, they came of age during the social media and smartphone revolution defining Gen Z.

Zillennials experienced life before smartphones became ubiquitous but were young enough to adapt effortlessly to the digital age. This duality makes them distinct, often identifying with both generations yet fitting neatly into neither. 

Unique Traits of Zillennials 

Zillennials blend Millennials’ values-driven, experience-focused tendencies with Gen Z’s digital fluency and adaptability. They expect personalised, fast interactions with brands but also value authenticity and purpose. Unlike Millennials, who witnessed the dawn of social media, Zillennials grew up with it as a constant presence in their lives, shaping their behaviours and preferences in unique ways.

This group seeks brands combining authenticity with modernity—those that connect emotionally while leveraging the latest technological innovations. Zillennials appreciate the nostalgia of pre-digital experiences while fully embracing the conveniences of the digital-first world. Brands that can balance these elements stand to win the loyalty of this influential generation.

Why Zillennials Matter for Brands

  • Consumer Influence

Zillennials are not just another consumer group—they are trendsetters who influence both Millennials and Gen Z. Their purchasing power is growing, but what makes them particularly impactful is their role in shaping consumer expectations. Whether it’s their digital savvy, preference for experiential marketing or demand for authenticity, Zillennials are driving shifts in how brands engage with consumers.

For brands, resonating with Zillennials means creating experiences that appeal to younger and older Gen Z consumers. This cross-generational influence is particularly evident in fashion, beauty, and technology, where Zillennials often act as early adopters and amplifiers of trends. Brands that can blend traditional values with modern technology will find this micro-generation to be key in navigating the ever-evolving consumer landscape.

  • Brand Loyalty and Preferences

For Zillennials, brand loyalty is earned through authenticity, transparency, and personalisation. Unlike Millennials, who value long-term relationships with brands, or Gen Z, who prioritise speed and convenience, Zillennials expect a balance. They want meaningful engagement and agility in adapting to changing trends and technologies.

Zillennials are drawn to brands prioritising sustainability, inclusivity, and social responsibility. This generation quickly identifies performative or inauthentic marketing, meaning brands must be genuine in their efforts to connect. 

Zillennials expect personalised experiences that reflect their unique blend of Millennial nostalgia and Gen Z’s tech-savvy convenience. Brands that excel at this are rewarded with loyalty that extends beyond a single transaction, fostering deeper, long-term relationships.

Millennial Brand Case Studies

GU in Japan: GU, a Japanese fashion brand under Fast Retailing Co., the operator of Uniqlo, has successfully tapped into the Zillennial market by merging affordability with trendy, sustainable designs. 

Recognising Zillennials’ craving for fashion-forward choices and eco-consciousness, GU has launched campaigns resonating deeply with their values. A prime example is the Harajuku ‘GU Style Studio,’ which blends physical retail with innovative digital touchpoints. The store allows customers to try on apparel and place orders online for delivery, balancing convenience and engagement.

Image credit: Japan Times

Its interactive features set the GU Style Studio apart, allowing customers to experiment with clothing combinations on a virtual mannequin and create digital avatars. While showcase shopping—where customers experience products in-store but purchase online—has been popular in sectors like electronics and household items, GU’s application of this concept in fashion is pioneering. As e-commerce continues to reshape the global retail industry, GU is leading the way in experimenting with new methods of selling clothes, appealing directly to the hybrid shopping habits of Zillennials.

Lush in the UK: Lush, the UK-based cosmetics brand, has cultivated a loyal youth following by steadfastly adhering to its core values of sustainability, cruelty-free practices, and environmental activism. 

According to the latest Statista report, Lush’s primary shopper base was consumers aged 16-24, with this age group remaining significant despite a slight decline from the previous year. Additionally, the report highlighted a growing customer segment aged 25-34, who made up 27% of Lush’s customer base —a trend driven by the brand’s strong appeal to young adults who value ethical consumption.

Image Credit: Lush 

Lush’s commitment to transparency and its robust digital presence has particularly resonated with Zillennials, who seek out brands that align with their values. By seamlessly blending activism with product innovation, Lush has successfully captured the loyalty of Zillennials, a generation that expects brands to meaningfully reflect their principles and commitments.

Behavioural Insights: Bridging Two Generations

  • Digital Natives with a Twist

Zillennials are digital natives, but their relationship with technology is nuanced. According to a Pew Research Center study, 98% of adults aged 18-29 (which includes Zillennials) in the US use the internet, with 89% accessing it daily on their smartphones. However, unlike Gen Z, who are quick adopters of the latest social platforms, Zillennials often blend traditional and newer platforms. They enjoy long-form content like podcasts and YouTube videos while engaging with short, snackable content popular with Gen Z.

For brands, this means offering a range of content formats—from quick social media posts to in-depth digital experiences—that can capture Zillennials’ attention and cater to their hybrid consumption habits.

  • Hybrid Shopping Habits

Zillennials prefer a seamless mix of online and in-person shopping experiences. A 2023 Shopify report found that 63% of consumers aged 18-34 prefer hybrid shopping, blending the convenience of online purchasing with the tactile experience of physical stores. This is particularly true for Zillennials, who, while tech-savvy, still appreciate the in-person discovery of fashion, beauty, and lifestyle products.

In Southeast Asia, social commerce is booming, driven mainly by Zillennials. According to eMarketer, 56% of Southeast Asian online shoppers between the ages of 18 and 34 have made purchases through social media platforms like Instagram and TikTok. Shopee Live, in particular, has become a popular way for Zillennials to engage with brands, combining entertainment and commerce in real-time shopping events.

  • Work-Life Balance and Career Aspirations

Zillennials’ approach to work blends Millennial ideals with Gen Z pragmatism. 

According to Deloitte’s 2023 Global Millennial and Gen Z Survey, 77% of respondents across both generations cited work-life balance as a top priority, with many seeking flexible working arrangements and remote work options.

Zillennials are particularly drawn to companies aligning with their values. A 2022 LinkedIn study found that 71% of job seekers aged 18-34 consider company culture and values more important than salary when choosing a job. For Zillennials, this means finding employers who prioritise diversity, equity, inclusion, and mental health. Companies fostering a sense of community and offering opportunities for personal and professional growth are more likely to attract and retain Zillennial talent.

Zillennials Around the World

Zillennials share common traits globally, but their behaviours, preferences, and interactions with brands vary significantly across regions. Understanding these nuances is key to creating tailored strategies that resonate with Zillennials in specific countries.

United States and United Kingdom

Zillennials blend Millennial ideals with Gen Z’s adaptability in Western markets like the US and UK. 

A 2023 YouGov study found 68% of US Zillennials prefer brands aligning with their values, particularly in areas like sustainability and social justice. In the UK, 72% of Zillennials are willing to pay more for products from ethical brands, highlighting the importance of corporate responsibility.

Japan and Singapore

In Japan, Zillennials are shaping consumer trends through platforms like Mercari, which caters to their interest in sustainability and second-hand fashion. 

A 2023 report by Rakuten Insights found 64% of Japanese consumers aged 18-34 have purchased second-hand goods in the past year. This focus on sustainability and their love for unique, personalised items distinguishes Japanese Zillennials from their Western counterparts.

In Singapore, Zillennials are leading the shift toward digital payments and e-commerce. Bain & Company reports 78% of Singaporean Zillennials prefer cashless transactions, driven by the country’s strong digital infrastructure. They are also more likely to participate in online flash sales and live shopping events, using platforms like Shopee and Lazada to make purchases while engaging with interactive content.

Southeast Asia presents unique opportunities for brands targeting Zillennials. 

Social commerce is thriving in Indonesia, with 56% of Zillennials regularly shopping through platforms like TikTok and Instagram, according to eMarketer. Shopee Live, for instance, allows Zillennials to shop in real-time, blending entertainment and commerce.

In the Philippines, Zillennials are heavily influenced by online influencers. A 2022 survey by We Are Social found that 69% of Filipino Zillennials follow influencers on Instagram and TikTok, often making purchasing decisions based on their recommendations. Local beauty brands like Sunnies Face have leveraged influencer partnerships to build a strong Zillennial following.

In India, Zillennials are driving the rapid adoption of digital payments and e-commerce. Kantar’s 2023 report shows 72% of Indian Zillennials prefer online shopping, with mobile devices being their primary tool for browsing and purchasing. E-commerce platforms like Flipkart and Myntra have embraced this mobile-first approach, catering to Zillennials’ need for convenience and speed.

In Vietnam, Zillennials are leading the shift toward digital entertainment and gaming. Statista reports that 60% of Vietnamese Zillennials are active gamers, with mobile gaming being particularly popular. This digital entertainment focus opens new opportunities for brands to engage with Zillennials through in-app advertising and partnerships with gaming influencers.

Key Takeaways for Brands Targeting Zillennials 

  • Authenticity and values matter: Zillennials are drawn to brands reflecting their values, particularly in sustainability, social responsibility, and inclusivity. Brands must be transparent and authentic in their messaging, avoiding performative gestures. Genuine actions and commitments to important causes are critical to earning Zillennials’ trust and loyalty.
  • Embrace hybrid experiences: Zillennials expect a seamless mix of online and offline experiences. They appreciate the convenience of online shopping but still value the tactile nature of in-store visits. Brands should focus on creating omnichannel experiences that allow Zillennials to engage across multiple platforms through digital interactions, in-person experiences, or a blend of both.
  • Invest in social commerce: Social commerce is rising globally, particularly in Southeast Asia. Brands that engage Zillennials through social media platforms offering live shopping events and interactive content can tap into this growing trend. Influencer partnerships and authentic content will continue to be powerful tools for connecting with Zillennials.
  • Flexibility and innovation: In the workplace, Zillennials prioritise flexibility, diversity, and opportunities for growth. As consumers, they value brands that mirror these qualities. Offering customisable products, flexible purchasing options (such as subscription services), and embracing innovation in digital interactions can set brands apart.
  • Localised strategies: While Zillennials share common traits globally, their preferences vary by region. Brands must tailor their strategies to reflect local nuances, ensuring they resonate with Zillennials in specific markets. For example, brands in Japan may focus on sustainability and second-hand fashion, while in Singapore, mobile-first experiences and digital payments are more critical.

Zillennials, the micro-generation bridging Millennials and Gen Z, are emerging as a powerful force in the global marketplace. Their unique blend of digital fluency, values-driven consumption, and hybrid behaviours makes them a generation brands must understand to stay competitive. From prioritising authenticity and sustainability to expecting seamless online and offline experiences, Zillennials represent both a challenge and an opportunity for brands willing to innovate and adapt.

For brands, the key to engaging Zillennials is recognising their dual influences and tailoring strategies to meet their evolving needs. Brands that invest in understanding Zillennials today will be well-positioned to build lasting relationships with this dynamic and influential group.

“Data is the new oil,” as coined by Clive Humby, highlights how data, much like oil, has become a valuable resource that fuels modern economies. 

According to Harvard Business Review, by 2025, global data creation is projected to reach 175 zettabytes, driven largely by consumers’ increasing digital interactions. For retailers and brands, shopper data has emerged as one of the most powerful tools to drive growth, optimise marketing strategies, and personalise customer experiences. However, as consumer expectations evolve, simply collecting data is no longer enough. Brands must dig deeper into shopper insights to truly understand their customers and deliver meaningful, relevant experiences.

With shopper behaviour shifting rapidly across global markets, brands face a critical challenge: how can they harness the massive volumes of data to stay ahead of the competition? As the future cookieless world looms, the answer lies in effectively leveraging first-party data, adopting advanced segmentation techniques, and embracing retail media networks as pivotal drivers of brand success. 

The Rise of Retail Media Networks

Retail media networks (RMNs) have quickly become one of the most influential channels for brand visibility and customer engagement. What began as simple online ad placements on retail websites has evolved into a sophisticated ecosystem where retailers sell products and act as media platforms. As consumer behaviour shifts toward e-commerce, the value of these networks has skyrocketed, turning traditional retailers into major advertising players.

Key global players like Amazon, Walmart, and Alibaba have set the standard for retail media, leveraging their vast amounts of first-party data to offer brands highly targeted advertising opportunities. For instance, Amazon generated over $37 billion in ad revenue in 2022, making it one of the largest players in the digital ad market. Walmart’s retail media network, Walmart Connect, has also experienced rapid growth as brands flock to capitalise on insights derived from online and in-store consumer purchase behaviour.

Globally, retail media spending is surging. In the U.S. alone, omnichannel retail media ad spending will hit $129.93 billion in 2028, according to e-Marketer’s forecast, up from $54.85 billion this year. Markets like China are also experiencing significant growth, with Alibaba and JD.com leading the charge. This explosive growth is driven by RMNs’ unique ability to provide advertisers with direct access to consumer shopping data, enabling them to reach customers at critical moments in their shopping journey.

To remain competitive, brands must recognise the power of RMNs and understand how to leverage them effectively to boost brand visibility, engage consumers, and drive ROI. 

Unlocking the Power of Shopper Data

In a cookieless future, first-party data is the cornerstone of deeper consumer insights for retail media networks. Unlike third-party data aggregated from external sources, first-party data is collected directly from customers through interactions with a brand’s channels, such as websites, apps, and in-store visits. This data is incredibly valuable because it provides a direct window into consumer behaviour, allowing retailers to tailor their marketing efforts with precision and relevance.

Retailers are key to these insights because they are at the forefront of consumer interactions. By tracking every touchpoint — from product searches and purchases to app usage and loyalty program engagement — retailers can develop a comprehensive understanding of what drives their customers’ decisions. This depth of insight allows for more personalised and effective marketing campaigns and better overall customer experiences.

However, collecting data is only the beginning. Brands must harness advanced analytics and AI-driven tools to unlock shopper data’s potential fully. These technologies can process massive volumes of raw data, identifying patterns, trends, and behaviours that would be impossible to detect manually. For instance, AI can analyze purchase history, browsing behaviour, and demographic data to predict future purchasing decisions, enabling brands to tailor their messaging and offers to individual consumers.

Types of Shopper Data

  • Purchase Behavior: Data on what customers buy, how often, and what quantities (from online and offline sales).
  • Search Patterns: Insights into what customers search for on retailer websites or apps, revealing their interests and needs.
  • Demographic Data: Information such as age, gender, location, and income level helps in segmenting and targeting customers effectively.
  • Engagement Data: Metrics on how customers interact with a brand’s digital properties, such as time spent on site, clicks, and video views.
  • Loyalty Program Data: Insights from customer participation in loyalty programs, including rewards earned, redemption habits, and repeat purchase behaviour.
  • Feedback and Reviews: Qualitative data from customer opinions and reviews can be invaluable for product development and customer service improvements.

Advanced Segmentation for Targeted Campaigns

Advanced segmentation techniques are essential for creating targeted campaigns that resonate with individual consumers. Shopper data offers deep insights, allowing brands to expand beyond broad demographic categories and, more precisely, segment their audience. By leveraging detailed behavioural, demographic, and psychographic data, brands can create highly personalised marketing strategies that speak directly to the needs and preferences of specific consumer groups.

Advanced segmentation involves breaking down your audience into smaller, more defined groups based on shared characteristics. Techniques such as clustering algorithms and machine learning can identify these subgroups, allowing marketers to create targeted messages and offers more likely to convert.

Examples of Advanced Segmentation Techniques

  • Behavioural Segmentation: Segmenting customers based on interactions with the brand, such as browsing habits, purchase history, and engagement levels. For example, targeting frequent buyers who haven’t made a purchase recently with re-engagement campaigns.
  • Predictive Segmentation: Using machine learning to predict which customers are most likely to convert or churn, allowing for proactive engagement strategies that retain or drive them toward specific products.
  • Life-Stage Segmentation: Segmenting consumers based on their life stage, such as new parents or retirees, and tailoring messaging to their needs and priorities.

Brands like Nike and Sephora have successfully used data-driven segmentation to enhance their marketing efforts. Nike leverages purchase data and engagement metrics to create personalised campaigns, while Sephora uses loyalty program data to offer tailored beauty recommendations and early access to new products.

Global Market Research Insights

Segmentation strategies vary across regions. In Western markets like the US and Europe, segmentation often focuses on lifestyle, preferences, and online behaviour, emphasising personalisation. In contrast, Asian markets, particularly China and Japan, emphasise social commerce and community-driven purchasing behaviour, requiring brands to target consumers based on participation in online communities or social platforms. Regional preferences and language also significantly affect segmentation in markets like India, where consumer behaviour varies significantly across different states.

Bridging the Gap: Global Retail Media Trends

Retail media rapidly evolves globally, but regional differences shape how brands and retailers approach this burgeoning space. The retail media landscape in Western markets differs significantly from that in Asia, driven by unique consumer behaviours, technological advancements, and market dynamics.

Western Markets: Data-Driven Growth

Retail media has seen significant growth in Western markets like the US and Europe, driven by e-commerce reliance and data-driven marketing strategies. Retailers like Amazon, Walmart, and Target have built sophisticated retail media networks that leverage first-party data to deliver highly targeted advertising opportunities to brands. 

Asian Markets: Social Commerce and Mobile-First

In contrast, Asian markets like China, Japan, and India are leading in integrating retail media with social commerce and mobile-first strategies. According to eMarketer, Ecommerce channels will account for nearly 90% of retail media ad spending in China, or $49.49 billion as of June 2024, with platforms like Alibaba’s Tmall and JD.com capitalizing on community-driven shopping and mobile commerce. Mobile shopping and digital loyalty programs are key drivers of retail media growth in Japan and India.

Successful retail media strategies differ by region. Alibaba’s Tmall, Walmart Connect in the US, and Rakuten in Japan are prime examples of how retail media networks drive growth and engagement by leveraging regional preferences and technological advancements.

Measuring Success: ROI and Campaign Optimization

To ensure success in retail media, brands must track and measure their campaigns’ performance. This involves monitoring key metrics and optimizing campaigns based on data-driven insights.

KPIs for Measuring Success

  • Return on Investment: ROI Measures campaign profitability by comparing revenue generated against campaign costs.
  • Conversion Rates: Tracks the percentage of users who take a desired action, such as making a purchase, after interacting with an ad.
  • Customer Lifetime Value: CLV measures the total value a customer brings to a brand throughout their relationship.
  • Click-Through Rate (CTR): CTR tracks how often users click on an ad after seeing it.
  • Cost Per Acquisition: CPA calculates the cost of acquiring a new customer through a specific campaign.

Using tools like Google Analytics, Adobe Analytics, and retail-specific dashboards from Amazon Advertising and Walmart Connect, brands can track these KPIs, monitor performance in real-time, and adjust campaigns to maximise results.

The Future of Retail Media: What’s Next?

Emerging trends like AI-driven personalisation, the integration of social commerce, and the development of seamless omnichannel experiences are shaping the future of retail media. Brands investing in these areas will be well-positioned to capitalise on new opportunities and navigate future challenges.

  • AI-Driven Personalisation: AI enables hyper-personalisation at scale, analyzing real-time shopper data to deliver highly tailored content and offers.
  • Integration with Social Commerce: Social platforms like Instagram and TikTok are becoming powerful retail media channels, enabling consumers to discover, engage with, and purchase products directly within these platforms.
  • Omnichannel Experiences: Retail media networks increasingly facilitate omnichannel experiences to bridge the gap between online and offline shopping, ensuring consistent messaging across all touchpoints.

Future Challenges and Opportunities for Brands

While the future of retail media presents exciting opportunities, brands must navigate the growing complexity of data privacy regulations and manage multiple retail media networks across different regions. As consumers demand more control over their data and regulations like GDPR and CCPA become more stringent, balancing personalisation with privacy will be crucial. Brands investing in AI-driven personalisation, integrating social commerce into their strategies, and creating seamless omnichannel experiences will be well-positioned to thrive in this evolving landscape.

For brands, the key to success in the future of retail media will be leveraging the power of data while respecting privacy. Those who can navigate this balance will set the standard in the next generation of retail media.

By focusing on data-driven insights, regional customisation, and privacy-first approaches, brands can lead the charge in the rapidly evolving retail media landscape.

The cost-of-living crisis in the UK has emerged as a significant challenge, impacting the daily lives and prospects of countless individuals. 

Our latest report delves into this pressing issue, revealing the struggles the UK population faces, their coping mechanisms, and their perceptions of government initiatives. 

But there’s more to this story. Download our full report now to uncover how consumers in London, Ireland, Scotland, and Wales are coping with the surge in prices of everyday items. 

The Financial Squeeze: More than Just Numbers

Since late 2021, the financial situation of most UK residents has worsened, with many predicting stagnation or further decline in the coming year. This isn’t just about numbers; it’s about the anxiety and mental health challenges that accompany financial instability. 

How are people adapting to this new normal? And what measures can they take to regain control? Discover the untold stories of resilience and adaptation—download the report to learn how brands can align their strategies with these consumer realities.

Coping Strategies: Beyond the Obvious

As the cost of living rises, individuals across the UK employ various strategies to stay afloat. From reducing expenses and utilising savings to seeking additional income, the resourcefulness of the British public is evident. But are these measures enough? What other strategies could offer relief? 

Understanding these coping mechanisms is key to staying relevant for brands. Download the report to explore how brands can adapt their offerings to meet consumers’ evolving needs.

The Government’s Role: A Question of Trust

With faith in the government’s ability to address the crisis at a low ebb, the public is calling for more robust support measures. There’s a demand for increased financial aid, tax reductions, and long-term strategies like rent control and price regulation on essential goods. But what does this mean for the future of UK policy? Can the government rise to the occasion? Brands can play a pivotal role in this space. 

The full report offers insights into how brands can fill gaps and support consumers during this time. Download now to find out more.

Shifts in Spending: The New Normal

Our study reveals intriguing shifts in consumer behaviour. While many are cutting back on health and wellness services, a surprising number are reluctant to forego streaming services. What drives these decisions? And what does it say about our priorities in challenging times? Brands can gain valuable insights into consumer priorities and spending habits. 

Download the report to explore these fascinating insights and discover how brands can adjust their offerings to align with consumer preferences.

Policy Proposals: The Public’s Voice

Respondents have voiced their thoughts on potential policy changes, highlighting a desire for immediate relief and long-term economic stability. From tax reforms to subsidies for local production, the public’s suggestions paint a vivid picture of the UK’s aspirations. For brands, these insights can guide strategic decisions and innovations. Which proposals hold the most promise for meaningful change? 

Download the report to examine the possibilities and see how brands can be part of the solution.

Unlock the Full Story

The UK’s cost-of-living crisis is a complex tapestry of challenges and opportunities. Understanding the impact on consumers and exploring potential paths forward is essential for brands looking to navigate this shifting landscape. Download our full report to dive into the data, uncover the narratives, and join the conversation on reshaping the UK’s economic landscape. 

Download now to learn how your brand can thrive in these challenging times.

In the not-so-distant past, department stores were the crown jewels of retail, sprawling multi-story spaces that offered everything from fashion to home goods under one roof. They were more than just places to shop; they were social hubs where families spent weekends and holiday traditions were built. In cities like New York, London, Tokyo, and Mumbai, iconic department stores stood as symbols of prosperity and consumerism.

However, the retail landscape has undergone a seismic shift. Once considered indomitable, department stores are now facing an existential crisis. According to a report by Coresight Research, 2019 saw over 9,300 store closures in the United States alone, with department stores accounting for a significant share of these. This trend is not confined to the U.S. In the UK, household names like Debenhams have shuttered their doors after centuries of operation. Meanwhile, in Asia, traditional department stores were losing ground to both e-commerce giants like Alibaba and localised speciality retailers that better cater to modern consumer preferences.

The challenges are multifaceted. The rise of e-commerce has redefined convenience, offering consumers the ability to shop anytime, anywhere. Statista projects that global e-commerce sales will exceed $6.3 trillion by 2024, a clear indicator of where consumer dollars are heading. Additionally, shoppers today are more value-conscious and experience-driven, favouring specialised retail stores or direct-to-consumer (DTC) brands that offer unique products and personalised service over the one-size-fits-all approach of traditional department stores.

Globally, the fallout is clear: department stores that were once anchors of shopping malls are now vacant spaces, struggling to find relevance in a rapidly changing market. To survive, these retail giants must adapt to new consumer behaviours, rethink their business models, and leverage market research to understand the nuances of each region they operate in. The question is, can they evolve quickly enough to meet the demands of the modern shopper?

The Rise and Fall of Department Stores Globally

Historical Importance

Department stores have long been cornerstones of the retail world, shaping shopping habits and consumer culture across continents. In the United Kingdom, stores like Harrods and Selfridges didn’t just sell products; they sold experiences. They were destinations in their own right, drawing tourists and locals alike with their grandeur and extensive product ranges. These institutions became emblematic of British retail, often tied to the country’s broader cultural identity.

Across Europe, luxury department stores like Galeries Lafayette in Paris and KaDeWe in Berlin set the standard for high-end shopping. These establishments weren’t just retail spaces; they were symbols of elegance and affluence, where the latest fashion trends were showcased and where consumers were treated to a level of service that justified premium prices. In Asia, large retail chains such as Isetan in Japan and Lane Crawford in Hong Kong mirrored this success, becoming household names by offering a mix of local and international products tailored to the tastes of their diverse clientele.

For much of the 20th century, department stores thrived as the primary shopping destinations. They were pioneers of retail innovation, introducing concepts like fixed pricing and catalog shopping. Their influence extended beyond commerce, often driving urban development and becoming central to the social fabric of their communities.

The Decline

But the story of department stores is not just one of past glory—it is also one of recent decline. The very factors that once made department stores successful are now contributing to their downfall. The rise of e-commerce has fundamentally changed consumer behaviour, offering an unprecedented level of convenience and choice. According to Statista, global e-commerce sales reached a staggering $5.8 trillion in 2023, up by almost $1 trillion from the previous year. This growth came at the expense of physical stores, particularly large department stores, which struggled to compete with the ease and efficiency of online shopping.

In the UK, the closure of Debenhams and the downsizing of House of Fraser reflect a broader trend of declining foot traffic in traditional retail spaces. Similar patterns are observed in the United States, where once-dominant players like Sears and J.C. Penney have either closed down or drastically reduced their presence. Even in Asia, where department stores like Sogo and Takashimaya once reigned supreme, the landscape is changing rapidly. Younger consumers, especially in countries like China and South Korea, are gravitating towards digital platforms like Tmall and Coupang, which offer a wide array of products with just a few clicks.

The decline isn’t just about e-commerce. There’s a broader shift in consumer preferences. Today’s shoppers are more informed and selective, often seeking out niche products that reflect their personal values and tastes. This has fueled the growth of specialised retailers and direct-to-consumer brands that can offer a more curated shopping experience. Additionally, the rise of discount retailers, which provide value-oriented consumers with cheaper alternatives, has further eroded the market share of traditional department stores.

Globally, department stores are being squeezed from all sides. To remain relevant, they must not only adapt to the digital age but also redefine their role in a world where consumer expectations are higher than ever before. The challenge lies in balancing tradition with innovation—a task that few have managed to achieve successfully. The coming years will reveal whether these retail giants can pivot fast enough to survive or if they will become relics of a bygone era.

Changing Consumer Preferences Around the World

Shift Toward E-commerce

The rapid growth of e-commerce has been a game-changer for the retail industry, reshaping how and where consumers shop. However, the impact of this shift has not been uniform across regions. In the United States, e-commerce has become the dominant force in retail, with online sales accounting for nearly 15% of total retail sales as of 2023, according to the U.S. Census Bureau. This surge has been driven by a combination of convenience, competitive pricing, and a wide range of product options available at the click of a button. For department stores, this has meant a significant reduction in foot traffic and, by extension, sales.

Europe is witnessing a similar trend, though with regional nuances. Countries like the UK and Germany are leading the charge, with e-commerce penetration rates of 30% and 20%, respectively, as reported by Statista. Here, consumers have embraced online shopping, particularly during and after the pandemic, causing traditional department stores to rethink their strategies. In contrast, Southern European countries like Italy and Spain have been slower to adopt e-commerce, though the trend is gaining momentum.

The e-commerce landscape in Asia is even more dynamic. China, the world’s largest e-commerce market, saw online sales contribute to nearly 50% of total retail sales in 2023, according to China Internet Watch. Platforms like Alibaba’s Tmall and JD.com have become the go-to shopping destinations, especially among younger consumers who value speed, variety, and the convenience of mobile shopping. Japan and South Korea are also key players in the e-commerce boom, with well-established digital infrastructures supporting a seamless online shopping experience.

Emerging markets like India present a different picture. While e-commerce is growing rapidly, driven by increasing internet penetration and smartphone usage, it still accounts for a smaller percentage of total retail sales compared to more developed markets. However, the trend is accelerating, with platforms like Flipkart and Amazon India expanding their reach, offering a significant challenge to traditional retail formats, including department stores.

Rise of Discount and Specialised Retailers

As e-commerce reshapes the retail landscape, the rise of discount retailers and specialised stores has further eroded the market share of traditional department stores. In Europe, discount chains like Lidl and Aldi have seen significant growth, appealing to consumers who are increasingly price-sensitive due to economic uncertainties. These stores offer a streamlined selection of products at lower prices, often undercutting the offerings of department stores. The success of these value-oriented retailers reflects a broader shift in consumer priorities, where cost savings and convenience often trump brand loyalty.

In Asia, the story is somewhat different. While discount retailers are gaining ground, the region has also seen a boom in specialised stores that cater to niche markets. In Japan, for instance, stores like Muji and Don Quijote have carved out a strong presence by offering unique, curated product selections that resonate with local tastes. In South Korea, beauty and skincare retailers like Innisfree and Olive Young have capitalised on the K-beauty trend, drawing consumers away from the one-size-fits-all approach of traditional department stores.

The Appeal of Direct-to-Consumer (DTC) Brands

Adding to the competitive pressures on department stores is the growing appeal of direct-to-consumer (DTC) brands. These brands have disrupted the traditional retail model by cutting out the middleman and selling directly to consumers, often through their own online platforms. This approach not only allows them to offer lower prices but also to build a more personal connection with their customers.

In the United States, DTC brands like Warby Parker and Glossier have set the standard for this model, offering high-quality, design-driven products that attract a loyal customer base. Their success has led many to open physical stores, not to replace their online presence but to complement it, creating a seamless omnichannel experience. Europe has seen a similar trend, with brands like Allbirds and Veja establishing their own stores, often in prime locations previously dominated by department stores.

In Asia, DTC brands are also making waves, though the approach is slightly different. Brands like Xiaomi have successfully integrated their online and offline strategies, using physical stores not just as sales points but as experiential hubs where consumers can interact with products before purchasing online. This strategy has proven effective in markets like China and India, where the combination of digital convenience and physical touchpoints resonates with consumers.

Across the globe, the rise of DTC brands highlights a key shift in consumer preferences: today’s shoppers value personalised experiences, transparency, and direct engagement with the brands they buy from. For department stores, this means that simply offering a wide range of products is no longer enough. To compete, they must rethink their business models, focusing on creating unique, tailored experiences that meet the evolving expectations of the modern consumer.

The Impact on Shopping Malls Globally

Vacant Spaces in Different Markets

The decline of department stores has left a visible mark on shopping malls across the globe, with vacant anchor spaces becoming increasingly common. In the United States, the situation is particularly stark. Once a staple of American retail, department stores like Sears, Macy’s, and J.C. Penney have either closed a significant number of their locations or drastically scaled back their presence. According to a report by Green Street Advisors, as of 2023, there are over 500 vacant department store spaces in the U.S., with more closures expected in the coming years. These vacancies are not just isolated incidents but part of a broader trend reflecting the struggles of brick-and-mortar retail in the face of e-commerce and changing consumer preferences.

Image credit: The Telegraph

In Europe, the scenario is somewhat similar, though with regional variations. The UK, for instance, has seen a significant number of department stores, including Debenhams and House of Fraser, close their doors, leaving behind large, empty retail spaces in malls and high streets. In Germany and France, the situation is less severe, but the pressure is mounting as consumers increasingly shift to online shopping. The impact is less pronounced in Southern Europe, where traditional shopping habits have been slower to change, but even here, the cracks are beginning to show.

Asia presents a more complex picture. In countries like Japan and South Korea, department stores have long been fixtures in urban centres, often occupying prime real estate. However, even in these markets, the rise of e-commerce and specialised retail is taking its toll. While the scale of vacancies is not as dramatic as in the West, the trend is unmistakable. In China, where rapid urbanisation and a booming middle class once fueled the growth of large department stores, the shift to online shopping has led to a surplus of retail space in some areas. Malls that once thrived on the presence of major department store anchors are now grappling with how to fill these voids.

Creative Reuse of Spaces

Faced with the growing problem of vacant department store spaces, mall owners around the world are getting creative. In the United States, some of the most innovative solutions have involved turning these large, empty spaces into mixed-use developments. For example, the transformation of a former Macy’s in Seattle into a tech office for Amazon showcases how these spaces can be repurposed to meet the needs of a changing economy. Other malls have opted to convert vacant department stores into fitness centres, grocery stores, or even medical facilities, catering to the evolving demands of local communities.

In Europe, the approach has often been to integrate vacant spaces into broader mixed-use developments. Malls in cities like Berlin and Paris have started incorporating residential units, offices, and co-working spaces into their layouts, creating vibrant, multi-functional environments that attract a diverse range of visitors. This trend is particularly evident in the UK, where the repurposing of former retail spaces into entertainment venues, including cinemas and bowling alleys, is becoming increasingly common. The success of such initiatives reflects a broader recognition that malls must evolve beyond pure retail to remain relevant in today’s economy.

Asia, too, has seen a wave of creative reuse of vacant department store spaces, though the strategies vary by region. In Japan, for instance, some malls have transformed these areas into experiential zones, offering everything from virtual reality gaming centres to themed cafes that draw younger crowds. In South Korea, the emphasis has been on blending retail with entertainment and cultural experiences. A notable example is the transformation of a former department store space in Seoul into a large-scale bookstore and cultural complex, offering a mix of shopping, dining, and events that appeal to a broad audience.

In China, where the scale of vacant retail space is significant, the response has often involved turning these areas into community hubs. Some malls have introduced indoor playgrounds, art galleries, and even public libraries in place of traditional retail spaces, creating destinations that serve broader social functions. This trend is not just about filling space but about reimagining the role of malls in urban life, positioning them as centres of community and culture rather than just places to shop.

Globally, the challenge of vacant department store spaces has spurred a wave of innovation, with mall owners experimenting with new concepts and business models to attract visitors. The success of these initiatives will depend on their ability to meet the needs of modern consumers, who are increasingly looking for experiences that go beyond traditional retail. As malls evolve, the repurposing of these once-iconic spaces will play a crucial role in shaping the future of retail and urban development.

The Future of Brick-and-Mortar Retail Worldwide

Adapting to Regional Realities

As the retail landscape continues to evolve, brick-and-mortar stores are not standing still. Retailers around the world are adapting to the new realities of consumer behaviour, though the strategies vary significantly by region. In North America, the focus has been on creating hybrid retail models that blend online and offline experiences. For example, retailers like Walmart and Target have invested heavily in omnichannel strategies, integrating their physical stores with robust e-commerce platforms. These efforts include curbside pickup, same-day delivery, and in-store pickup for online orders, all designed to meet the expectations of convenience-driven consumers.

In Europe, the adaptation has often taken the form of enhancing the in-store experience to offer something that online shopping cannot. High-end retailers in cities like Paris and Milan are doubling down on luxury experiences, offering personalised services, exclusive events, and curated product selections that attract affluent shoppers looking for more than just a transaction. Meanwhile, in markets like Germany and the Netherlands, there’s been a push towards sustainability, with retailers emphasising eco-friendly products and practices to appeal to increasingly environmentally conscious consumers.

Asia presents a different set of adaptations. In Japan and South Korea, where technology is deeply integrated into daily life, retailers are leveraging digital innovations to enhance the shopping experience. Smart mirrors, augmented reality (AR) fitting rooms, and mobile payment systems are becoming standard features in stores, creating a seamless, tech-driven shopping environment that appeals to digitally savvy consumers. In China, retailers are experimenting with “new retail” concepts, where the lines between online and offline shopping are blurred. Alibaba’s Hema supermarkets are a prime example, offering a fully integrated experience where consumers can shop in-store, order online for home delivery, or even dine within the store, all while earning loyalty points that can be used across Alibaba’s ecosystem.

The Role of Market Research Globally

In this rapidly changing environment, market research has become an indispensable tool for retailers looking to stay ahead of the curve. Understanding evolving consumer needs and preferences is crucial, and this requires a nuanced approach that takes into account regional differences. Market research provides retailers with the data and insights needed to develop strategies that resonate with their target audiences, whether it’s through consumer surveys, focus groups, or advanced analytics.

Globally, market research is helping retailers identify emerging trends and opportunities. In North America, research has highlighted the growing importance of convenience and speed in consumer decision-making, leading to the expansion of services like same-day delivery and buy online, pick up in-store (BOPIS). In Europe, studies have shown a rising demand for sustainable products, prompting retailers to source eco-friendly materials and reduce their carbon footprints. In Asia, market research has revealed the increasing influence of social media on purchasing decisions, driving retailers to invest in influencer marketing and social commerce platforms.

By leveraging these insights, retailers can tailor their offerings to meet the specific needs of different markets, whether that means expanding their online presence, enhancing in-store experiences, or developing new product lines. Market research not only helps retailers understand what consumers want today but also anticipates future trends, allowing them to stay competitive in a constantly evolving landscape.

International Case Studies

Around the world, department stores are experimenting with various strategies to modernise and revive their brands. In the United States, one of the most talked-about efforts is the partnership between Amazon and Saks Fifth Avenue’s parent company, Hudson’s Bay Company, to acquire Neiman Marcus. This deal aims to leverage Amazon’s digital expertise to revitalise the luxury department store, integrating online and offline channels to create a seamless shopping experience. By combining Amazon’s vast data capabilities with Saks’ high-end brand image, the partnership seeks to attract a new generation of luxury consumers.

In Europe, the transformation of Selfridges in London offers another example of how department stores are adapting to the future. Selfridges has invested heavily in creating a destination experience, blending retail with entertainment, art, and dining. The store regularly hosts exclusive events, pop-up shops, and art installations, all designed to attract visitors beyond just shopping. This approach has helped Selfridges maintain its status as a must-visit location in London, even as other department stores struggle.

Image credit: Selfridges

Asia is also seeing innovative approaches to department store revitalisation. In Japan, Isetan Mitsukoshi has introduced a series of digital innovations to its stores, including AI-powered personal shopping assistants and mobile apps that enhance the in-store experience. These efforts are part of a broader strategy to attract younger, tech-savvy consumers who are accustomed to the convenience of online shopping but still value the tactile experience of browsing in a physical store. Similarly, in China, Intime Department Store, owned by Alibaba, has embraced the “new retail” model, integrating online and offline channels to create a holistic shopping experience that appeals to the country’s digitally driven consumers.

These case studies highlight the different paths that department stores are taking to remain relevant in a rapidly changing retail environment. While the challenges are significant, these examples demonstrate that with the right strategies and a deep understanding of consumer behaviour, brick-and-mortar retail will still be relevant in the future of global commerce.

Strategies for Survival Across Regions

Embracing Omnichannel Retail:

In the face of mounting challenges, the adoption of omnichannel strategies has become a lifeline for department stores worldwide. Omnichannel retailing is not just about having both a physical and an online presence; it’s about seamlessly integrating these channels to create a unified customer experience. This approach is crucial in a world where consumers expect flexibility—whether they want to shop online, pick up in-store, or have their purchases delivered the same day.

Image credit: Nordstrom

In North America, retailers like Nordstrom have been pioneers in implementing omnichannel strategies. Nordstrom’s “buy online, pick up in store” (BOPIS) service is a prime example of how traditional department stores can leverage their physical locations to complement their digital offerings. The company’s investments in mobile apps and in-store technology have also paid off, allowing them to offer services like curbside pickup and personal shopping experiences that are coordinated through digital platforms. These efforts have helped Nordstrom maintain a competitive edge in a market increasingly dominated by e-commerce giants.

Europe has also seen successful implementations of omnichannel strategies. In Germany, Otto Group, one of the continent’s largest e-commerce players, has effectively integrated its online and offline operations. By leveraging its extensive logistics network, Otto offers consumers a variety of fulfilment options, including home delivery and in-store pickup. The company has also focused on building a strong digital infrastructure, allowing it to respond quickly to changing consumer demands and market conditions. This flexibility has been key to its survival and growth in a highly competitive retail environment.

Image Credit: South China Morning Post

In Asia, where mobile technology is deeply embedded in everyday life, the integration of online and offline channels has taken on unique forms. In China, for instance, Alibaba’s Hema supermarkets are at the forefront of the “new retail” movement, blending the convenience of e-commerce with the immediacy of physical shopping. Customers can shop in-store, scan products with their smartphones for additional information, and even have their groceries delivered to their homes within 30 minutes. This model has proven highly successful in meeting the expectations of China’s tech-savvy consumers, and it offers a glimpse into the future of retail globally.

Focusing on Customer Experience:

While omnichannel strategies are essential, they are only part of the equation. To truly thrive, department stores must also focus on enhancing the in-store experience. In a world where consumers can buy almost anything online, the physical store needs to offer something more—whether it’s personalised service, unique product offerings, or an environment that encourages exploration and discovery.

In the UK, department stores like John Lewis have taken this approach to heart. Known for its exceptional customer service, John Lewis has doubled down on creating a welcoming and supportive shopping environment. The store offers personalised shopping services, where customers can book appointments with expert advisors who help them find exactly what they need. Additionally, John Lewis has invested in experiential retail, offering in-store workshops, events, and interactive displays that make the shopping experience more engaging and enjoyable.

Image credit: Shoppers Stop

In India, where retail is deeply intertwined with cultural and social practices, enhancing the in-store experience means understanding and catering to local preferences. Department stores like Shoppers Stop have successfully adapted by offering a mix of traditional and modern products, along with services that resonate with Indian consumers, such as personalised tailoring and home delivery of goods purchased in-store. By blending local sensibilities with global retail practices, Shoppers Stop has managed to maintain its relevance in a rapidly changing market.

Japan presents another interesting case study on the importance of customer experience. Department stores like Isetan and Takashimaya are renowned for their meticulous attention to detail and customer service. In a country where the consumer is king, these stores go to great lengths to provide a superior shopping experience. From offering impeccably wrapped purchases to having knowledgeable staff who can guide customers through their product selections, Japanese department stores have turned shopping into an art form. Additionally, they have incorporated cultural elements into their offerings, such as seasonal events and displays that celebrate traditional Japanese festivals, making the in-store experience not just about shopping but about cultural engagement as well.

Globally, the focus on customer experience is becoming increasingly important as consumers seek out more than just products—they are looking for connections, community, and a sense of belonging. Department stores that can tap into these needs while also offering the convenience and flexibility of omnichannel shopping are the ones that will survive and thrive in the years to come. The key is to understand the unique cultural and regional dynamics at play and to tailor the shopping experience accordingly, ensuring that every visit to the store is memorable and meaningful.

Final Thoughts

The decline of department stores is not just a retail issue—it’s a reflection of deeper shifts in consumer behaviour and societal values. As we’ve explored, the rise of e-commerce, the growing appeal of discount and specialised retailers, and the increasing importance of omnichannel strategies have fundamentally altered the retail landscape. Consumers today are more empowered, more informed, and more demanding than ever before. They seek convenience, value, and personalised experiences, and they are not afraid to abandon brands that fail to meet these expectations.

The future of retail, and indeed the future of malls, hinges on the ability of retailers to adapt to these changes. The days of the traditional department store, with its sprawling floor plans and one-size-fits-all approach, are numbered. In their place, we will likely see a new breed of retail spaces—ones that are smaller, more specialised, and more attuned to the needs and desires of modern consumers. These stores will not just be places to shop but places to experience, to connect, and to engage with brands in meaningful ways.

The path forward for department stores that wish to remain relevant is clear but challenging. They must embrace innovation, leveraging technology to create seamless omnichannel experiences that cater to the digital consumer. They must also double down on the in-store experience, offering something that online shopping simply cannot—whether it’s personalised service, unique products, or an environment that fosters exploration and discovery.

But perhaps most importantly, retailers must listen to their customers. This is where market research plays a crucial role. Understanding the evolving preferences, behaviours, and expectations of consumers is not just an advantage—it’s a necessity. Retailers who invest in deep, ongoing market research will be better equipped to anticipate trends, adapt their strategies, and ultimately survive in a market that is more competitive than ever.

In the end, the future of malls and department stores will be shaped by those who are willing to innovate, to take risks, and to put the customer at the center of everything they do. The retail world is changing, and those who fail to change with it will find themselves left behind. But for those who rise to the challenge, the opportunities are endless. The question is: who will step up and redefine the future of retail?

Japanese food culture, known for its emphasis on seasonality and freshness, has a deep-rooted tradition called “shun” (旬). This tradition ensures optimal flavour and nutrition, shaping Japanese cuisine from everyday meals to elaborate kaiseki dining. Reflecting these values, our “Food Survey (2024)” by our sister company, Cross Marketing Inc., offers a contemporary snapshot of Japanese dining behaviours, analyzing responses from 2,500 participants aged 20 to 69.

The survey highlights three main themes: increased dining out frequency, changing post-pandemic food motivations, and emerging food trends, reflecting the shifting dynamics of Japanese dining culture.

Motivations Behind Dining Out in Japan

Japan’s population of over 125 million, especially in urban areas, boasts a vibrant dining-out culture. There are over 137,000 restaurants in Tokyo alone. Statista says over one billion dinners are served yearly in Japan’s metropolitan regions.

Japan’s high urbanisation, advanced infrastructure, and living standards create a fertile ground for food companies. This environment fosters a highly competitive, mature, and saturated industry, leading to consumer-friendly prices and generous opening hours. However, this competitiveness results in tight profit margins and challenging working conditions, with long hours and relatively low employee pay compared to other industries.

Our “Food Survey (2024)” provides key insights into the motivations behind increased dining out in Japan. This information is crucial for stakeholders to adapt to post-pandemic consumer behavior.

Enjoying Delicious Food: 32% of respondents cite delicious food as their primary motivation, reflecting Japan’s emphasis on culinary excellence and meticulously prepared dishes that are hard to replicate at home.

Socialising with Friends and Family: 22% dine out to socialise with friends and family, highlighting a resurgence in social activities post-COVID-19, especially among younger demographics.

Convenience and Refreshment: 25% of respondents dine out for convenience, finding grocery shopping and cooking cumbersome, while 22% of the population, especially busy professionals and younger individuals, use dining out to unwind.

Special Occasions and Rewards: Celebrating special occasions (18%) and rewarding oneself (17%) are also key motivations, underscoring the role of dining out in marking milestones and personal achievements.

Comparing Pre- and Post-Pandemic Motivations: Post-pandemic, the motivation to dine out has evolved, with a notable increase in socialising. This shift reflects a broader trend toward valuing shared experiences and human connection.

Implications for the Food Industry

Understanding these motivations can help restaurant owners and food brands tailor their offerings. Emphasising high-quality ingredients, creating inviting social spaces, and offering convenience-focused options can attract more diners. Promoting special occasion packages and loyalty rewards can cater to celebratory occasions.

Case Study: Ichiran Ramen

Image Credit: Tokyo Food Diary

Background 

Ichiran Ramen, established in 1960 in Fukuoka, Japan, is a renowned Ramen restaurant chain specialising in tonkatsu (pork bone broth) ramen. Ichiran is famous for its unique dining concept, which focuses on providing an immersive and solitary dining experience.

Strategy/Approach

Case Study: Ichiran Ramen

Background: Established in 1960 in Fukuoka, Ichiran Ramen specialises in tonkatsu ramen and offers a unique solitary dining experience.

Strategy:

  • Private Dining Booths: Enhancing focus on the taste.
  • Customisable Ramen: Allowing customers to adjust the flavour to their liking.
  • High-Quality Ingredients: Ensuring consistency across locations.
  • Efficient Service: Streamlined ordering process through vending machines.

Outcomes:

  • High customer satisfaction and loyalty.
  • Originally established in 1966 in Fukuoka, Japan—Ichiran Ramen is widely recognised as the epicentre of pork bone-based ramen—and has grown significantly since its inception. After operating a single location for nearly three decades, the company introduced its innovative solo-dining concept in 1993. Ichiran has expanded internationally, with over 75 locations across Japan and additional locations in Hong Kong, Taiwan, and the United States.
  • Steady revenue growth even during the pandemic.

Food Awareness and Behaviour

The survey highlights generational differences in food safety, responses to economic changes, and evolving cooking practices.

Key Trends:

  • Expiration Date Vigilance: Older adults (47%) are more vigilant than younger groups (35%).
  • Responses to Price Increases: Younger demographics (34%) are likelier to switch to cheaper alternatives.
  • Redefinition of Cooking: Younger people consider preparing pre-cut ingredients and microwave meals as cooking.

Responses to Food Price Increases: Economic factors heavily influence purchasing behaviours. While 28% continue buying usual products despite price hikes, 34% switch to cheaper alternatives, a trend more common among younger demographics. 13% substitute with other foods or reduce consumption to maintain affordability.

Redefinition of Cooking Practices: Cooking practices are being redefined, especially among younger demographics. 78% consider frying/grilling pre-cut ingredients as cooking, and 65% view microwave meal preparation as legitimate. This trend toward convenience reflects busy lifestyles and a growing market for easy-to-prepare meals.

Emerging Food Trends in Japan

The survey also highlights emerging food trends, reflecting changing consumer preferences.

Trends:

  • Awareness vs. Purchase: High awareness of locally produced foods (49%) and oats/oatmeal (48%), but lower purchase rates (25% and 13%).
  • Health-Promoting Foods: Growing interest in foods with lactic acid bacteria and immunity-boosting properties.

Implications for the Food Industry

These insights help food brands and retailers. Generational differences in expiration date vigilance can guide packaging strategies for older consumers. Addressing younger demographics’ price sensitivity with value-for-money products and promoting convenient meal solutions can attract budget-conscious buyers.

Awareness and Purchase of Trending Foods: There is a high awareness of trending foods like “locally produced for local consumption” (49%) and “oats/oatmeal” (48%), but actual purchase rates are lower (25% and 13%, respectively). This gap indicates potential growth through consumer education and increased accessibility.

Interest After Content Presentation: Interest in trending foods increases after content exposure: locally produced foods (23%) and oats/oatmeal (19%). Effective marketing and educational campaigns, especially targeting younger consumers, can significantly influence purchasing decisions.

Health-Promoting Foods: Interest in health-promoting foods, such as those with lactic acid bacteria for gut health and immunity-boosting properties, is growing. Awareness is high, but purchase rates are lower. Foods enhancing sleep quality and reducing stress are gaining traction, particularly among younger consumers, indicating a shift toward health-conscious, functional foods.

Case Study: Nissin Foods’ “Cup Noodles”

Image Credit: thedieline

Background 

Nissin Foods, founded in 1948 by Momofuku Ando, is credited with inventing instant noodles. The company’s “Cup Noodles,” introduced in 1971, revolutionised the convenience food market.

Strategy:

  • Product Innovation: New flavours and healthier options.
  • Convenience: Quick preparation with hot water.
  • Marketing Campaigns: Creative and memorable ads.
  • Sustainability: Eco-friendly packaging and responsible sourcing.

Outcomes:

  • Strong global market presence.
  • Continuous relevance through adaptation to trends.

Strategic Implications for the Japanese Food Industry

The “Food Survey (2024)” findings offer insights to guide restaurant owners and food brands in adapting to the evolving Japanese dining and food behaviours. Understanding these trends and motivations can help develop effective strategies to meet consumer demands and enhance market presence.

  • Leverage Increased Social Dining: To leverage increased social dining, restaurants should create inviting environments for social interactions, including group seating, private dining rooms, and aesthetically pleasing interiors.
  • Social Media Engagement: Restaurants can use social media to promote their venues for social gatherings by sharing user-generated content, hosting events, and offering group booking promotions.
  • Capitalise on Trending Foods: Incorporating trending foods like locally produced items, oats/oatmeal, and health-promoting ingredients into menus can attract health-conscious consumers. Seasonal menus highlighting these ingredients align with the Japanese appreciation for seasonality.
  • Educational Campaigns: Food brands can drive consumer interest through educational campaigns, partnerships with health influencers, and in-store promotions offering tasting samples and nutritional information.
  • Align Marketing and Product Offerings: Understanding different age groups’ motivations allows for targeted marketing. For example, promotions for easy-to-prepare, affordable meals can target younger consumers who prioritise convenience and price sensitivity.
  • Sustainability and Health Focus: Highlighting sustainability and health benefits can resonate with a broad audience. Brands can emphasise sustainability through transparent sourcing and eco-friendly packaging and promote health benefits to attract health-conscious consumers.
  • Adaptation to Economic Factors: To address economic factors, brands should offer various product options at different price points. Value-for-money offerings and loyalty programs can retain customers who might switch to cheaper alternatives.
  • Enhance Customer Experience: Technology can enhance customer satisfaction by enabling personalised dining experiences, such as customised meal recommendations, mobile app-based ordering, and loyalty rewards.
  • Feedback Mechanisms: Effective feedback mechanisms allow continuous improvement of offerings based on customer insights. Regularly soliciting and acting on feedback can increase satisfaction and loyalty.

Recommendations for the Food Industry in Japan

  • Innovation and Adaptation: Continuously adapt to changing consumer preferences and market trends by experimenting with new ingredients, cooking techniques, and dining concepts.
  • Consumer Education: Invest in consumer education to bridge the gap between awareness and purchase. Informative campaigns highlighting the benefits of trending foods and sustainable practices can drive engagement and loyalty.
  • Strategic Partnerships: Partner with local producers, health influencers, and sustainability advocates to enhance credibility and reach. Collaborative efforts can amplify marketing messages and create a stronger brand presence.

In a post-pandemic world, the Japanese dining scene is buzzing with excitement. Quality, innovation, and flexibility are key to staying ahead. Embrace the insights from the “Food Survey (2024)” to develop strategies that cater to the demand for social dining, health-conscious options, and convenient meal solutions.

Contact us for a comprehensive study to gain a deeper understanding and tailored strategies for your brand. Our expert team can provide detailed insights and recommendations to help you navigate the future of dining and food behaviours in Japan.

Imagine starting your day with a favourite playlist, attending back-to-back virtual meetings, and unwinding with a podcast without ever removing your headphones. This increasingly common scenario brings a significant risk: hearing loss. In the 2024 Ear Survey conducted by our sister company, Cross Marketing Inc. (CMG Inc.), we explored the growing concern about hearing loss among brands in Japan’s audio and tech industry.

Hearing Loss in a Tech-Centric Japan

Today’s dependence on earphones and headphones has skyrocketed, turning these devices from occasional accessories into daily essentials. However, the convenience they offer comes with a hidden cost. The World Health Organisation (WHO) warns that prolonged exposure to loud sounds from such devices can lead to irreversible hearing damage, placing 1.1 billion young people at risk globally. 

This underscores the urgent need for awareness and proactive measures to protect hearing health, especially in tech-savvy nations like Japan.

Earphone and Headphone Usage Trends in Japan

Key Findings

The 2024 Ear Survey reveals crucial trends in earphone and headphone usage in Japan:

  • Overall Usage: 45% of respondents used earphones or headphones in the past month. Usage is significantly higher among younger demographics, with 61% of individuals in their 20s using these devices compared to 32% of those in their 70s.
  • Frequent Use: 31% of users reported daily usage, highlighting these devices’ integral role in daily activities, especially for younger users.
  • Wireless Preference: There is a marked preference for wireless earphones, particularly among younger users, with 65% of individuals in their 20s favoring them.

Usage Scenarios

Understanding the context when earphones and headphones are used provides deeper insights into consumer behaviour:

  • Listening to Music: 71% of respondents use earphones or headphones.
  • Watching Videos: 50% use them to watch videos, emphasising their role in visual media consumption.
  • Listening to the Radio: Despite the proliferation of digital media, 21% of users still listen to the radio.
  • Playing Games: Gaming is another significant use case that enhances the immersive experience.

The pandemic accelerated the adoption of earphones and headphones, particularly for teleworking and online education, contributing to higher usage rates for watching videos and playing games.

Market Insights

For brands in Japan’s audio and tech industry, these findings present both challenges and opportunities:

  • Adoption of Wireless Technology: The strong preference for wireless earphones, especially among younger users, highlights the importance of investing in wireless technology. To meet consumer expectations, brands should focus on improving battery life, connectivity, and sound quality.
  • Targeted Marketing Strategies: The generational divide in usage patterns suggests brands can benefit from tailored marketing strategies. Younger users may respond well to campaigns highlighting technological advancements and lifestyle integration, while older demographics might prefer comfort and hearing protection features.
  • Product Innovation: The varied usage scenarios indicate a need for versatile products. Earphones and headphones that transition seamlessly between music, video, and gaming modes and include features like noise cancellation and health-conscious designs can appeal to a broad audience.

Case Study: Sony WH-1000XM4 Headphones

Image Credit: Sony

Background

Sony, a major player in the audio industry, sought to improve its flagship noise-cancelling headphones by integrating advanced features to enhance the user experience. The goal was to develop headphones with superior sound quality, adaptive noise cancellation, and smart listening capabilities.

Product Development and Outcome

The Sony WH-1000XM4 headphones feature leading noise-cancelling technology with Dual Noise Sensor technology. These headphones adapt to the user’s environment with Adaptive Sound Control, automatically adjusting ambient sound settings. They offer superior sound quality through Edge-AI, which enhances real-time audio restoration. These innovations have positioned Sony’s WH-1000XM4 as a top choice for consumers seeking high-performance headphones to seamlessly integrate into their lifestyle.

Anxiety About Hearing Loss

Key Findings

A significant insight from the 2024 Ear Survey is the level of anxiety about hearing loss associated with earphone and headphone use:

  • General Anxiety: 40% of respondents expressed anxiety about potential hearing loss.
  • Age-Specific Concerns: Anxiety is particularly high among younger demographics, with 45% of individuals in their 20s reporting concerns.

Psychological Impact of Hearing Loss Anxiety

Anxiety about hearing loss can profoundly affect mental health and daily behaviour:

  • Increased Stress: Constant worry about hearing loss can elevate stress levels, manifesting difficulty concentrating, irritability, and sleep disturbances.
  • Behavioural Changes: Anxiety may cause individuals to alter their listening habits, reducing earphone use or frequently adjusting volumes to avoid risks.
  • Social Impact: Fears about hearing impairment can affect social interactions, leading to isolation or avoidance of social situations where earphones are common.

Brand Opportunities

The widespread anxiety about hearing loss presents a unique opportunity for brands:

  • Product Development: Develop earphones and headphones that address hearing health concerns. Features like noise-cancelling technology, built-in volume limiters, and real-time sound level monitoring can reduce the risk of hearing damage.
  • Educational Campaigns: Focus marketing strategies on educating consumers about safe listening practices. Collaborate with health organisations to disseminate information about hearing protection and the benefits of advanced audio technology.
  • Reassurance Messaging: In advertising campaigns, emphasise products’ safety features and highlight endorsements from audiologists and health experts to build trust.
  • Community Engagement: Create forums and platforms where users can share their experiences and strategies for maintaining hearing health and enhancing brand loyalty.

Awareness of Hearing Loss Risks

Key Findings

Awareness of the risks associated with earphone and headphone use is crucial in mitigating potential hearing damage:

  • General Awareness: 42% of respondents are aware of “smartphone hearing loss,” while 57% are aware of hearing loss related to earphone and headphone use.
  • Age-Specific Awareness: Awareness is higher in older age groups, with 50% of respondents in their 60s and 52% in their 70s reporting awareness of these risks.

Educational Resources

  • Online Portals and Apps: Websites and mobile applications dedicated to hearing health offer interactive tools for assessing hearing risk and monitoring sound exposure. Two examples are Mimitakara myHearing App and Eargym. The Mimitakara myHearing App offers free hearing tests, personalised settings for different noise environments, and lifetime audiologist support, allowing users to customise their hearing experience based on their unique lifestyle needs. Similarly, Eargym provides interactive auditory training through immersive audio games designed to improve core hearing skills by training the brain to process sounds more effectively. Both apps emphasise remote accessibility and personalised care, making advanced hearing health resources readily available.​
  • School and Community Programs: Educational programs in schools and communities provide early education on hearing health, shaping lifelong safe listening habits.

Market Insights

For brands, consumer education is both a public health responsibility and a strategic opportunity:

  • Building Trust: Educating consumers about hearing health builds trust and positions brands as caring and responsible. Transparent communication about risks and mitigation steps can strengthen consumer relationships.
  • Enhanced Brand Reputation: Proactively addressing hearing health can differentiate brands in a crowded market, enhancing their reputation among health-conscious consumers.

Strategies for Collaboration

  • Partnering with Health Organisations: Collaborate with health organisations to co-develop educational campaigns and resources, leveraging their expertise and credibility. Public health initiatives are pivotal in raising awareness about hearing loss risks; brands can partner with these initiatives. Here are two popular ones:
  • World Hearing Day: Organised by the WHO on March 3rd each year, this event aims to raise awareness about hearing loss and promote hearing care globally.
  • Safe Listening Initiatives: Programs like WHO’s “Make Listening Safe” educate young people about the safe use of personal audio devices.
  • Integrating Awareness into Marketing Efforts: Incorporate hearing health messages into marketing campaigns to reach a broader audience and highlight product health features.
  • Innovative Product Features: Develop products with built-in health features, such as volume limiters and sound exposure trackers, and market these as essential tools for maintaining hearing health.

Practical Tips for Preventing Hearing Loss

Recommendations Based on Survey Findings

For brands in Japan’s audio and tech industry, addressing hearing health concerns is both a corporate responsibility and a strategic advantage:

  • Limiting Volume and Duration
    • Volume Control Features: Integrate automatic volume limiters in earphones and headphones to ensure users do not exceed safe listening levels. This can be a key selling point for health-conscious consumers.
    • Usage Duration Alerts: Develop features that monitor and alert users about the duration of their earphone/headphone use—timely reminders to take breaks help reduce the risk of hearing damage from prolonged exposure.
  • Using Noise-Canceling Headphones
    • Promote Noise-Canceling Technology: In marketing campaigns, emphasise the benefits of noise-canceling headphones. By reducing background noise, these headphones allow users to listen at lower volumes, thereby protecting their hearing.
    • Enhanced Noise-Canceling Capabilities: Invest in research and development to improve noise-cancelling technology, making it more effective and accessible across different price points. This can help cater to a wider audience while promoting safer listening habits.
  • Regular Hearing Check-Ups
    • Awareness Campaigns: Collaborate with health organisations to promote the importance of regular hearing check-ups. Use your brand’s platform to share information on where and how consumers can get their hearing tested.
    • Integrated Health Features: Explore integrating hearing health assessments into smart audio devices. For instance, earphones and headphones could periodically assess hearing ability and provide feedback or recommendations for a professional check-up.

Technological Advancements

Innovation in hearing protection technology is crucial for addressing consumer concerns and enhancing product offerings:

  • Innovations in Hearing Protection
    • Adaptive Sound Technology: Develop earphones and headphones that adapt sound levels based on the user’s environment, ensuring optimal volume without compromising hearing health.
    • Hearing Protection Algorithms: Implement advanced algorithms that dynamically adjust sound output to protect hearing. These can be marketed as premium features that prioritise user health.
  • Apps and Tools for Monitoring Sound Exposure
    • Hearing Health Apps: Create mobile apps that sync with audio devices to monitor and report on sound exposure. These apps can provide personalised recommendations and track listening habits over time.
    • Sound Exposure Trackers: Integrate sound exposure tracking into existing health and fitness apps. Providing users with comprehensive health data, including hearing health, can enhance your products’ overall value proposition.

Case Study: Apple AirPods Pro

Image Credit: WCCF Tech

Background

Apple aimed to enhance its popular AirPods series by integrating advanced features to improve sound quality and user comfort. The goal was to develop earphones that offer exceptional audio performance while incorporating health-conscious features to appeal to a broad consumer base.

Product Development and Outcome

Apple’s AirPods Pro integrates several advanced technologies to provide a superior listening experience. Key features include Active Noise Cancellation (ANC) and Transparency mode, allowing users to switch between immersive sound and environmental awareness. The earphones also feature Adaptive EQ, which tunes the music to the shape of the user’s ear, and Personalised Spatial Audio with dynamic head tracking for an immersive theatre-like sound experience.

In addition, the Noise app on the Apple Watch tracks decibel levels of ambient sounds, helping users identify when sound levels in their environment or from their headphones could negatively affect their hearing. When configured on an Apple Watch and connected with compatible headphones, the Control Center shows if the sounds playing through the headphones reach unsafe levels. All information is securely stored in the Health app on iPhone, providing easy access to data whenever needed. These advancements have reinforced Apple’s position as a leader in innovative audio technology, offering users high-quality, comfortable, and versatile earphones. 

Consumer Behavior Trends

Understanding and responding to consumer behaviour trends is vital for designing products that meet their needs and preferences:

  • Adoption of Safe Listening Practices
    • Educational Content: Use content marketing to educate consumers about safe listening practices. Blog posts, videos, and social media campaigns can highlight tips for maintaining hearing health and the features of your products that support these practices.
    • Community Engagement: Foster a community around safe listening habits. Encourage users to share their experiences and tips, creating a mutual learning and support platform.
  • Implications for Product Design and Marketing
    • User-Centric Design: Design products with the end-user in mind, focusing on comfort, usability, and health features. Conduct user research to understand the specific needs and preferences of different demographics.
    • Health-Focused Marketing: Position your brand as a leader in hearing health by highlighting your products’ protective features. Use testimonials and endorsements from health professionals to build credibility and trust.
    • Continuous Improvement: Stay abreast of the latest research and technological advancements in hearing health. Regularly update your product offerings and marketing strategies to reflect new insights and maintain a competitive edge.

Case Study: Bose QuietComfort Earbuds

Image Credit: Mashable

Background

Bose, renowned for its audio technology, aimed to develop earbuds delivering the best noise-cancelling experience. The goal was to create a product that offers superior sound quality and comfort, meeting users’ needs in various environments.

Product Development and Outcome

The Bose QuietComfort Earbuds feature industry-leading noise-cancelling technology with 11 levels of noise control, allowing users to personalise their listening experience. These earbuds deliver high-fidelity audio using active and passive noise reduction techniques. Bose’s proprietary StayHear™ Max tips ensure a secure and comfortable fit for prolonged use. The result is a product that excels in sound quality and user comfort, maintaining Bose’s reputation for audio excellence and meeting diverse consumer needs.

Final Thoughts: Proactive Measures to Maintain Hearing Health

Maintaining hearing health in our increasingly digital and audio-centric world requires proactive measures from consumers and brands. As highlighted throughout the 2024 Ear Survey, there is a clear need for better education, innovative product features, and robust health campaigns to prevent hearing loss. Brands in Japan’s audio and tech industry are uniquely positioned to lead this charge, offering solutions that safeguard hearing health while meeting consumer demands. As evidenced by this study, emphasising hearing health as a core aspect of product development and marketing strategy is not just good for consumers—it’s good for business.

The electric vehicle revolution is not just a global phenomenon—it’s driving full speed into the Philippines. According to the Electric Vehicle Association of the Philippines (EVAP), the number of electric vehicles in the country is set to soar to 6.6 million by 2030, with a staggering 3.6 million electric motorcycles and 300,000 private electric cars leading the charge. This projected growth positions the Philippines as a key player in the shift toward sustainable transportation, reflecting a collective commitment to cleaner, greener alternatives. As Filipino roads prepare to welcome this new wave of eco-friendly vehicles, the question is no longer if but when we will fully embrace this electric future.

Understanding the nuances of this shift, particularly in emerging markets like the Philippines, is crucial for auto industry leaders. The Philippine EV market presents unique opportunities and challenges, making it a focal point for brands aiming to lead the future of mobility.

Overview of the Current State of EVs in the Philippines

The Philippines is on the global warming frontline, with its archipelagic structure contributing to heightened susceptibility to rising sea levels, changing weather patterns, and exacerbated extreme events, including typhoons and deadly heat and humidity, all of which aggravate the risk to its large energy infrastructure.

The Philippines is also one of the fastest-growing developing countries. Poverty is in decline, access to energy is rising, and, with that, demand for energy services. However, fossil fuels still dominate the energy system, accounting for 78% of power generation in 2022. 

The electric vehicle market in the Philippines is gaining momentum, reflecting the country’s commitment to sustainable and innovative transportation solutions. Although still in its early stages compared to more mature markets, the adoption of electric vehicles is showing significant promise. The government has been actively promoting EV adoption through various policies and incentives, aiming to reduce the nation’s carbon footprint and dependence on fossil fuels. The establishment of the Electric Vehicle Industry Development Act (EVIDA) has provided a strong regulatory framework supporting the growth of the EV market.

Key Players and Popular EV Types in the Philippine Market

Several key players are shaping the Philippine EV landscape. International brands such as Nissan and Hyundai are leading with their electric car models. At the same time, local manufacturers like the Electric Vehicle Association of the Philippines (EVAP) and startups focus on producing electric tricycles and motorcycles. These local innovations cater to the affordability and practicality needed in the Philippine market.

A Nissan study found that 46% of Filipino respondents would consider an EV for their next purchase, making the country a key market for Nissan’s electric models. 

The types of EVs gaining popularity in the Philippines reflect its consumers’ diverse needs and preferences. Electric motorcycles and scooters are increasingly favoured for their affordability, efficiency, and suitability for navigating congested urban areas. Brands like NIU and Yamaha have introduced models that are well-received for their performance and reliability. Electric tricycles (e-trikes) are particularly popular in urban and rural areas, offering an eco-friendly and cost-effective alternative to traditional tricycles. Although the adoption rate for electric cars is slower, there is growing interest among affluent consumers and businesses committed to sustainability, with models like the Nissan Leaf and Hyundai Kona Electric gradually making their presence felt in the market.

Hyundai has made significant progress with electric models like the award-winning Hyundai Ioniq 5. The sleek design and impressive range of up to 451 km make it popular for consumers seeking sustainable yet high-performing vehicles.

Rising Demand for Electric Vehicles in the Philippines

The demand for electric vehicles in the Philippines is on a robust upward trajectory, driven by favourable market conditions, consumer preferences, and government initiatives. Recent data indicates that the Philippines is witnessing a significant surge in EV adoption. In 2023, EV registrations increased by 50% compared to 2022, reflecting a growing awareness and acceptance among Filipino consumers. This growth is particularly evident in the two- and three-wheeler segments, which saw a combined 60% increase in sales over the past year. 

Electric motorcycles and scooters are projected to constitute 25% of the country’s total two-wheeler market by 2025.

Several factors are driving this consumer demand:

  • Environmental Concerns: Increasing awareness about environmental issues and the negative impact of fossil fuels pushes consumers towards greener alternatives. The public’s growing concern for air quality and climate change is a significant motivator for adopting EVs.
  • Government Policies and Incentives: The Philippine government has proactively promoted EV adoption through the Electric Vehicle Industry Development Act, which offers tax incentives, import duty exemptions and other benefits. These measures have made EVs more financially accessible to the average consumer.
  • Rising Fuel Costs: The fluctuating and often high gasoline prices encourage consumers to consider more cost-effective and stable alternatives like EVs. EVs’ lower operating and maintenance costs than traditional vehicles add to their appeal.
  • Urbanisation and Traffic Congestion: The dense urban areas and chronic traffic congestion in cities like Manila make two and three-wheeler EVs a practical solution. These vehicles are more manoeuvrable and suitable for short-distance travel, addressing the daily commuting needs of many Filipinos.

Consumer behaviour in the Philippines reflects a growing inclination toward sustainable and cost-efficient mobility solutions. Consumers increasingly recognise EVs’ long-term cost benefits, while the expansion of charging infrastructure, particularly in urban areas, has alleviated some of the range anxiety that previously deterred potential buyers. Advancements in battery technology, vehicle performance, and the appeal of a modern and environmentally conscious lifestyle are further driving EV adoption.

“The Philippines is poised to become a major player and manufacturing hub in the EV market, leveraging our resources and strategic position in Southeast Asia”.​

  • Edmund A. Araga, president of EVAP via Business World Online

Regulations and Incentives for EV Adoption

The Philippines government has been instrumental in fostering the growth of the electric vehicle market through a series of supportive regulations and policies. These measures promote sustainable transportation, reduce carbon emissions, and make EVs more accessible and appealing to the general public. The cornerstone of the Philippines’ regulatory framework for EVs is the Electric Vehicle Industry Development Act, which provides a comprehensive set of policies, including tax incentives, establishing a nationwide network of EV charging stations, fleet conversion mandates, and local government initiatives.

Owning an EV in the Philippines comes with several tangible benefits, thanks to these supportive policies:

  • Cost Savings: EV owners benefit from reduced operational costs. The lower cost of electricity compared to gasoline translates to significant savings in fuel expenses. Additionally, EVs require less maintenance due to fewer moving parts.
  • Tax Breaks and Financial Incentives: The exemption from excise taxes and import duties makes the initial purchase of EVs more affordable. Furthermore, EV owners can avail of discounts on vehicle registration fees and exemptions from certain traffic management schemes.
  • Environmental Impact: EVs contribute to reducing air pollution and greenhouse gas emissions, aligning with the values of environmentally conscious consumers and contributing to a healthier environment.

Successful Government Initiatives and Their Impact

  • E-Trike Project in Mandaluyong City: The Asian Development Bank (ADB) and the Philippine government partnered to launch the e-trike project in Mandaluyong City—the initiative aimed to replace gasoline-powered tricycles with electric ones. As a result, 100,000 e-trikes were deployed, significantly reducing emissions and fuel costs for drivers. The project demonstrated the practicality and benefits of e-trikes, paving the way for broader adoption across the country.
  • EV Charging Stations in SM Malls: SM Supermalls, one of the largest mall chains in the Philippines, has proactively supported EV adoption by installing free EV charging stations across their locations. This initiative not only provides convenience to EV owners but also encourages more consumers to consider purchasing EVs. The availability of charging stations in popular shopping destinations helps alleviate range anxiety and promotes the practical use of EVs in daily life.
  • Quezon City’s Green Fleet Initiative: Quezon City has launched a program to convert its public transport fleet to electric vehicles. The initiative includes deploying electric buses and jeepneys, supported by charging infrastructure development. This project aims to reduce the city’s carbon footprint and improve air quality, serving as a model for other cities in the Philippines.

Two and Three-Wheelers: The Leading Segment in EV Adoption

Two- and three-wheelers play a critical role in the transportation landscape in the Philippines. These vehicles are essential for daily commuting and represent the country’s largest electric vehicle market segment. The adoption of electric two and three-wheelers is driven by their affordability, practicality, and suitability for the country’s urban and rural environments.

Two and three-wheelers are integral to the Philippine transportation system, especially in densely populated urban areas and rural communities. These vehicles are favoured for their manoeuvrability, lower operating costs, and ability to navigate traffic congestion. Motorcycles, scooters, and tricycles are commonly used for personal, delivery, and public transportation.

  • Affordability: The lower purchase price and maintenance costs of two and three-wheelers make them accessible to a larger population segment. This affordability is a significant factor in their widespread adoption.
  • Fuel Efficiency: Traditional two and three-wheelers are already more fuel-efficient than cars, but electric variants offer even greater savings by reducing fuel costs to a fraction.
  • Urban Mobility: In crowded cities like Manila, the ability to weave through traffic and find parking easily makes two and three-wheelers the preferred choice for many commuters.
  • Environmental Impact: Electric two and three-wheelers contribute to reducing air pollution, a pressing issue in many Philippine cities. Their adoption aligns with national goals for sustainability and reduced carbon emissions.

Success Stories of 2 and 3-Wheeler EV Adoption

BEMAC Electric Tricycles in Manila: 

BEMAC, a leading manufacturer of electric tricycles (e-trikes) in the Philippines, has successfully deployed thousands of e-trikes in Metro Manila. These e-trikes have replaced traditional gasoline-powered tricycles, significantly reducing emissions and operating costs for drivers. The initiative has been supported by local government units and private sector investments, showcasing a successful public-private partnership model in promoting sustainable transport.

Gogoro Electric Scooters in Makati: Gogoro, a Taiwanese electric scooter company, has made significant inroads into the Philippine market, particularly in urban centres like Makati. Gogoro’s battery-swapping stations provide a convenient and efficient solution for scooter riders, allowing them to replace depleted batteries with fully charged ones quickly. This innovative approach has been well-received, increasing city dwellers’ adoption rates for efficient and eco-friendly transportation options.

Market Analysis and Future Projections for 2 and 3-Wheelers in the Philippines 

The market for electric two and three-wheelers in the Philippines is poised for substantial growth. 

The 2 and 3-wheelers segment is expected to grow at a compound annual growth rate (CAGR) of 15% over the next five years. 

Several factors drive this growth:

  • Government Support: Ongoing government incentives and policies favouring EV adoption will continue to boost the market. Subsidies, tax breaks, and the development of charging infrastructure are key drivers.
  • Consumer Awareness: Increasing awareness of EVs’ environmental and economic benefits is influencing consumer preferences. Educational campaigns and demonstrations of EV capabilities are further enhancing market penetration.
  • Technological Advancements: Improvements in battery technology, vehicle performance, and charging infrastructure are making electric two and three-wheelers more appealing. Longer battery life, shorter charging times, and enhanced safety features are attracting more consumers.
  • Corporate and Fleet Adoption: Businesses are increasingly adopting electric two and three-wheelers for delivery and logistics purposes. This trend is particularly notable in the e-commerce and food delivery sectors, where operational efficiency and cost savings are paramount.

Encouragement from Retail and Commercial Sectors

The retail and commercial sectors in the Philippines are crucial in promoting the adoption of EVs. By offering incentives and supporting infrastructure, these establishments are making it easier and more attractive for consumers to switch to electric mobility. Malls, in particular, are at the forefront of this movement, leveraging their reach and influence to drive EV adoption.

Role of Malls and Commercial Establishments in Promoting EVs

Malls and commercial establishments have become key players in promoting EVs in the Philippines. They are convenient hubs for daily activities, making them ideal locations for introducing EV-friendly amenities and services. By integrating EV charging stations and offering incentives, these establishments support the government’s sustainability goals and enhance the shopping experience for environmentally conscious consumers.

  • Accessibility: By providing EV charging stations, malls allow EV owners to charge their vehicles while they shop, dine, or watch a movie. This convenience reduces range anxiety and encourages more consumers to consider EVs.
  • Visibility: Charging stations in prominent locations within malls increase the visibility of EVs, normalising their presence and educating the public about their benefits.
  • Incentives: Malls often offer additional incentives, such as free or discounted parking for EVs, further incentivising the switch to electric vehicles.

Malls Offering Free Charging Stations and Other Incentives

  • SM Supermalls: SM Supermalls, one of the largest mall chains in the Philippines, has been a pioneer in supporting EV adoption. They have installed free EV charging stations across several locations, including SM Megamall, SM Aura, and SM Mall of Asia. These charging stations are strategically placed in accessible areas, allowing EV owners to conveniently charge their vehicles while shopping. Additionally, SM Supermalls offer incentives such as free parking for EVs, making the switch to electric vehicles more appealing to consumers.
  • Ayala Malls: Ayala Malls has also embraced the green initiative by installing EV charging stations in its properties, such as Greenbelt and Glorietta. Ayala Malls provides free charging services and has partnered with electric vehicle manufacturers to host awareness campaigns and test-drive events. These initiatives help educate the public about the benefits of EVs and provide firsthand experience, encouraging more people to consider switching to electric mobility.

Impact of Such Initiatives on EV Adoption Rates

The initiatives by malls and commercial establishments have significantly impacted EV adoption rates in the Philippines. By providing convenient and accessible charging infrastructure, these establishments reduce one of the major barriers to EV ownership — range anxiety. The presence of charging stations in popular locations reassures potential buyers that they will have reliable access to power, a crucial factor in their decision-making process.

  • Increased Consumer Confidence: The availability of charging stations in malls boosts consumer confidence in owning an EV. Knowing they can easily charge their vehicles while going about daily activities makes owning an EV more attractive.
  • Enhanced Public Awareness: The visibility of charging stations and the associated promotional campaigns help raise public awareness about EVs. Educational events and test drive opportunities provided by malls and their partners inform consumers about the benefits of EVs, contributing to a more informed and receptive market.
  • Higher EV Adoption Rates: The combination of convenient charging options and incentives has led to higher EV adoption rates. As more consumers experience the benefits of EV ownership, word-of-mouth and positive reviews further drive demand.

Recommendations for Accelerating EV Adoption

To further accelerate the adoption of electric vehicles (EVs) in the Philippines, it is essential to implement strategies that address existing barriers and promote the benefits of EV ownership. Insights from market research provide a valuable foundation for developing these strategies, highlighting the critical role of government subsidies and incentives, as well as the need for auto brands to leverage these insights to reach prospective clients effectively.

Insights from Market Research on Effective Strategies for Promoting EVs

Market research reveals several effective strategies for promoting EV adoption in the Philippines:

  • Public Awareness Campaigns: Educational initiatives informing consumers about EVs’ environmental and economic benefits are crucial. These campaigns should highlight the long-term cost savings, reduced carbon footprint, and enhanced driving experience associated with EVs.
  • Infrastructure Development: Expanding the charging station network is essential, particularly in urban areas and along major highways. Collaboration between the government, private sector, and auto manufacturers can accelerate the development of this infrastructure.
  • Incentives and Benefits: Providing tangible incentives, such as tax breaks, rebates, and discounts on vehicle registration, can make EVs more financially attractive. Additional perks like free parking and access to carpool lanes can also enhance the appeal of EVs.
  • Partnerships and Collaborations: Developing partnerships between auto manufacturers, energy companies, and technology providers can lead to innovative solutions and services supporting EV adoption. For example, offering bundled packages that include the vehicle, home charging equipment, and installation services can simplify the purchasing process for consumers.

Importance of Government Subsidies and Additional Incentives

Government subsidies and incentives are pivotal in making EVs more accessible and appealing to consumers. These measures can significantly reduce the upfront cost of EVs, which is often a major barrier to adoption. 

Key incentives that can drive EV adoption include:

  • Tax Incentives: Waiving or reducing taxes on EV purchases can lower the initial cost, making them more competitive with traditional internal combustion engine (ICE) vehicles.
  • Import Duty Exemptions: Exempting EVs from import duties can further reduce costs, encouraging manufacturers to import EVs and consumers to purchase them.
  • Subsidies and Rebates: Providing direct financial incentives, such as subsidies and rebates, can make EVs more affordable for a wider range of consumers. These incentives can target specific segments, such as low-income households or small businesses, to ensure broader adoption.
  • Infrastructure Grants: Offering grants and funding for the development of charging infrastructure can accelerate the establishment of a comprehensive network of charging stations, addressing range anxiety and making EV ownership more convenient.

How Auto Brands Can Leverage These Insights to Reach Prospective Clients

Auto brands can leverage the insights from market research and government incentives to reach and engage prospective clients effectively:

  • Tailored Marketing Campaigns: Develop marketing campaigns highlighting EVs’ financial and environmental benefits. These campaigns should address common concerns, such as range anxiety and charging infrastructure, providing clear and reassuring information.
  • Partnerships with Retail and Commercial Sectors: Collaborate with malls, commercial establishments, and other high-traffic locations to provide charging stations and promote EVs. These partnerships can enhance visibility and accessibility, encouraging consumers to consider EVs.
  • Customer Education Programs: Offer educational programs and workshops that provide potential buyers with hands-on experience and information about EVs. Test drive events, informational sessions, and online resources can help demystify EV technology’s benefits.
  • Incentive Programs: Create incentive programs that align with government subsidies and additional incentives. Offer financial incentives, trade-in programs, and flexible financing options to make EVs more affordable and attractive.
  • Collaborative Initiatives: Engage with government bodies, energy companies, and technology providers to develop integrated solutions supporting EV adoption. For example, bundled packages, including the vehicle, charging equipment, and installation services, can simplify purchasing.
  • Community Engagement: Engage with local communities to promote the benefits of EVs and support local initiatives. Sponsorship of community events, participation in green fairs, and collaboration with local governments can build trust and awareness among potential buyers.

Final Thoughts

The future of electric vehicles in the Philippines is bright, with significant growth potential driven by supportive government policies, increasing consumer awareness, and proactive efforts by the retail and commercial sectors. The country’s unique market dynamics, particularly the prominence of two and three-wheelers, present a distinct opportunity for auto industry leaders to innovate and capture this burgeoning market.

For auto industry leaders, now is the time to engage with the evolving EV landscape. By partnering with market research firms, you can gain deeper insights into consumer behaviour, market trends, and the effectiveness of various promotional strategies. These insights are invaluable for developing targeted marketing campaigns, optimising product offerings, and making informed business decisions that align with the needs and preferences of Filipino consumers.

As a global market research agency with offices in 10 countries, including the Philippines, we have a strong foothold in the Asian market and extensive experience analysing market trends and consumer behaviour. Our expertise can help you navigate the complexities of the Philippine EV market and identify growth opportunities. Contact us for comprehensive market analysis, strategic recommendations, and actionable insights to empower your brand to lead the electric vehicle revolution in the Philippines. Together, we can drive sustainable transportation and create a greener future.

Imagine Maria, a 24-year-old from Manila, scrolling through Instagram one evening. She stops at a captivating reel by Rei Germar, a popular Filipino beauty influencer, showcasing a new blush from Issy & Co. Cosmetics. Enthralled by the seamless application and glowing review, Maria immediately heads to Shopee and adds the blush to her cart. Within minutes, she’s made her purchase, convinced by Rei’s endorsement.

This scenario is increasingly common as influencer marketing rises in the beauty industry. Traditional celebrity endorsements, once the cornerstone of brand promotion, are being eclipsed by the influence of online content creators. These influencers have reshaped the marketing landscape with their ability to forge genuine connections with their followers. 

The Philippines, ranking among the top countries for social media usage, provides fertile ground for influencer marketing. Brands leverage influencers to tap into this engaged audience, recognising that the endorsement of a trusted influencer can drive brand awareness and sales.

The Rise of Influencer Marketing in the Philippine Beauty Industry

Historical Perspective on Traditional Advertising vs. Influencer Marketing

Traditional Advertising:

  • Celebrity Endorsements: Brands traditionally relied on well-known celebrities to endorse their products, leveraging their fame to attract consumers through TV commercials, glossy magazine spreads, and large-scale billboards.
  • Mass Reach but Perceived as Scripted: While traditional advertising could reach millions, it often felt impersonal and scripted, leading consumers to view these endorsements as less genuine due to the obvious commercial intent.

Influencer Marketing:

  • Dedicated Followings and Relatable Content: Influencer marketing leverages individuals who have built large, dedicated followings on social media platforms by creating real-time, relatable content showcasing products in everyday settings.
  • Engagement on Social Media: Influencers interact with their audiences on Instagram, YouTube, and TikTok, fostering community through comments, live sessions, and interactive content.

According to Spiralytics, the influencer marketing industry in the Philippines is growing by 50% annually.

Key Factors Contributing to the Preference for Online Content Creators Over Celebrities

  • Community and Engagement: Through two-way communication, influencers build a sense of community with followers, fostering higher engagement rates than celebrity endorsements.
  • Authenticity and Relatability: Real-life demonstrations and reviews of products are perceived as genuine and relatable, with influencer reviews showcasing daily routines and product use.
  • Cost-Effectiveness: Collaborating with influencers, particularly micro-influencers, offers high ROI. Brands partnering with multiple micro-influencers can target specific niches and demographics at a lower cost than celebrity endorsements.

Comparative Overview

AspectTraditional AdvertisingInfluencer Marketing
EndorsementsCelebrityOnline Content Creators
Content StyleScriptedAuthentic, Relatable
CommunicationOne-wayTwo-way Engagement
CostHighCost-effective
TargetingBroadNiche and Demographic Specific
PerceptionLess AuthenticTrusted, Community-driven

Filipino Consumer Behavior and Influencer Shopping Habits

  • High Engagement with Social Media for Shopping

Filipinos are one of the most receptive audiences to influencer marketing strategies due to their high screen time and social media engagement.

Over 86% of e-shopaholics in the Philippines buy directly from social media platforms, and 44% of these shoppers rely on influencer recommendations, showcasing the significant impact of influencers on purchase decisions.

-Spiralytics

  • Widespread Following of Social Media Influencers

A Rakuten Insight survey conducted in May 2023 found that around 86% of social media users in the Philippines follow at least one influencer. This starkly contrasts the global average, where only 22.6% of internet users follow influencers, highlighting the unique enthusiasm of Filipino users for influencer content.

  • Popularity of TikTok Content

TikTok videos are Filipino Gen Z users’ most popular social media content. 48% of Filipino TikTok users say videos are their favourite content, indicating a strong preference for this platform.

  • Preference for Influencer Accounts Over Brand Accounts

Filipinos are more inclined to trust peer reviews and recommendations, making influencer endorsements more effective than traditional brand marketing.

Over 90% of Filipino consumers prefer influencer accounts to brand accounts due to the relatable content influencers create.

  • Significant Purchase Influence from Influencers

Influencers’ genuine reviews and relatable content create trust and reliability, encouraging followers to consider and purchase endorsed products.

70% of Filipino online consumers have purchased a product based on an influencer’s recommendation.

  • Desire to Become Influencers

This trend underscores Filipinos’ expressive nature and desire to create and share content, further driving the influencer culture in the country.

Over 75% of Filipinos use social media to become influencers themselves.

  • Substantial Investment in Influencer Marketing by Brands

Most brands in the Philippines are willing to spend up to 50% of their marketing budget on influencer marketing. The effectiveness of influencer marketing is evident, with brands investing 60% more in this strategy. The rise in influencer marketing has led to the professionalisation of influencers, with many working under managers, agencies, or influencer marketing organisations to legitimise their careers.

The Persuasive Power of Influencers in the Philippine Beauty Market

Influencers uniquely shape public opinion about beauty products through authentic and engaging content. Unlike traditional advertisements, influencer content is perceived as genuine and relatable, which is crucial in an industry where personal recommendations and real-life demonstrations significantly impact consumer decisions.

  • Trust and Relatability: Influencers share personal experiences and opinions about products, making their recommendations more credible. For instance, followers are more likely to trust a recommendation when an influencer shares their skincare routine and includes a particular product because it feels like advice from a friend.
  • Engagement and Interaction: Influencers actively engage with their followers through comments, live sessions, and direct messages, creating a community feel that strengthens their bond with followers.
  • Visual and Demonstrative Content: Influencers use visually appealing content to demonstrate how products work, often showcasing before-and-after results or tutorials. This provides tangible evidence of a product’s effectiveness, making it more convincing.

Examples of Filippino Influencers Who Have Successfully Promoted or Condemned Products 

  • Promotion:
    • Rei Germar has successfully promoted several local beauty brands, including Issy & Co. Cosmetics. Her endorsement of Issy & Co.’s blush resulted in a 200% increase in sales within a month.
    • Mae Layug’s collaboration with Colourette Cosmetics for their lipstick line saw the product sell out within 24 hours of launch due to her detailed reviews and swatches.
  • Condemnation:
    • Influencer Michelle Dy criticised a well-known skincare brand for causing breakouts, leading to a noticeable decline in sales and negative feedback on social media. This underscores influencers’ impact on public perception, emphasising the importance of maintaining product quality and transparency.

How Philippine Beauty Brands Strategically Partner with Influencers to Increase Their Reach

Targeted Collaborations: Brands identify influencers whose audience demographics align with their target market. For example, BLK Cosmetics partners with influencers like Anne Curtis, a celebrity deeply involved in the brand’s development. This partnership ensures that the product lines resonate well with the target audience, leveraging Anne Curtis’s strong personal brand and credibility​.

Creative Campaigns: Influencers are given creative freedom to showcase products in engaging ways. For instance, Strokes Beauty Lab has partnered with influencers like Laureen Uy to promote their brow and eye makeup products. Laureen creates tutorials and lifestyle content that seamlessly integrates the products, making them appear essential to her beauty routine. Happy Skin Cosmetics also collaborates with influencers who create engaging content, such as unboxings and tutorials, to showcase the versatility and quality of their makeup lines. This approach allows followers to see the products in use and understand their benefits in real-life scenarios​.

Long-term Relationships: Building long-term relationships with influencers helps brands establish consistent messaging and deeper connections with the influencer’s audience. For example, Colourette Cosmetics emphasises the importance of long-term collaborations with influencers like Rei Germar. These relationships foster trust and loyalty as followers see the influencer’s continued support for the brand over time​. Sunnies Face, a popular Filipino beauty brand, has developed long-term partnerships with influencers who consistently promote their products. This strategy ensures ongoing brand visibility and a loyal customer base​.

Case Study: Issy & Co. Cosmetics

Image Credit: Wonder.PH

Issy & Co. Cosmetics, a prominent Filipino beauty brand, has effectively leveraged influencer marketing to build its brand and increase market reach.  

Campaign Overview: The brand collaborated with influencers like Toni Sia, Lukresia AKA thirdworldbb and Slo Lopez to promote their product lines, showcasing the versatility and quality of Issy & Co.’s products, such as their Active Skin Tint and diverse shade range foundations.

Impact: These collaborations increased website traffic, sales, and significant social media engagement, driving brand awareness and consumer trust by highlighting the thought and quality behind each product.

Case Study: Colourette Cosmetics

Image Credit: Rei Germar’s YouTube page

Colourette Cosmetics has also harnessed the power of influencer marketing to expand its market presence.

Campaign Overview: Colourette partnered with influencers like Rei Germar to promote their lipstick lines and other products through detailed reviews and real-life application tutorials.

Impact: These partnerships led to substantial sales growth and strengthened brand loyalty. Products often sold out quickly and generated considerable buzz on social media platforms.

Micro-Influencers vs. Macro-Influencers in Brand Promotion

Comparative Overview

AspectMicro-InfluencersMacro-Influencers
Followers1,000 to 100,000100,000+
Engagement RateHighModerate
ReachNiche, specific demographicsBroad, wide audience
Content StylePersonal, community-drivenProfessional, polished
CostLowerHigher
ImpactDeep connections, trust-buildingHigh visibility, broad awareness

Challenges and Considerations in the Philippine Market 

There are potential risks for brands relying heavily on Influencer Marketing:

  • Market Saturation: The Philippine market is experiencing a surge in influencer partnerships, leading to oversaturation. Consumers may become desensitised to influencer endorsements, reducing their impact.
  • Brand Misalignment: The diverse cultural and socioeconomic landscape in the Philippines means that selecting the wrong influencer can disconnect the brand from its target audience, potentially harming its image.
  • Inconsistent Content Quality: The quality of influencer-generated content can vary significantly, affecting the brand’s perceived professionalism and quality. Poorly produced content can reflect negatively on the brand and diminish its credibility in the eyes of Filipino consumers.
  • Influencer Misconduct: Influencer behaviour and controversies can quickly spread in the highly connected Philippine social media environment, impacting the brands they represent. Public scandals involving influencers can lead to negative publicity for associated brands.

Authenticity and Transparency Issues

  • Authenticity Concerns: As influencer marketing becomes more commercialised in the Philippines, followers may start questioning the genuineness of endorsements. Influencers promoting multiple brands in quick succession can raise doubts about their authenticity.
  • Transparency Challenges: There are growing concerns about the need for more transparency in influencer marketing, including inadequate disclosure of paid partnerships. Regulatory bodies and social media platforms in the Philippines increasingly demand clear disclosures to maintain trust.

Strategies for Brands to Ensure Effective and Ethical Influencer Collaborations

  • Thorough Vetting Process: Implement a comprehensive selection process to ensure influencers align with the brand’s values, audience, and image. Conduct background checks and review past content to assess suitability.
  • Clear Contracts and Agreements: Establish clear contracts that outline expectations, content guidelines, and disclosure requirements. Include clauses addressing potential misconduct and steps for resolution.
  • Encouraging Authentic Content: Allow influencers creative freedom to produce authentic and relatable content rather than imposing strict guidelines. Encourage influencers to share genuine experiences and honest reviews to maintain credibility with their followers.
  • Transparency and Disclosure: Ensure all sponsored content is disclosed according to Philippine regulatory requirements and platform guidelines. Encourage influencers to be transparent about their partnerships and sponsorships to maintain trust with their audience.
  • Ongoing Monitoring and Evaluation: Monitor influencer campaigns to ensure compliance with brand guidelines and assess performance. Collect feedback from both influencers and consumers to refine and improve future collaborations.
  • Diversifying Marketing Strategies: Complement influencer marketing with other marketing channels, such as traditional advertising, content marketing, and social media campaigns. This diversification helps mitigate the risks associated with over-reliance on a single marketing strategy.

Final Thoughts on the Future of Influencer Marketing in the Filipino Beauty Industry

The influencer marketing landscape in the Filipino beauty industry is poised for continued growth and evolution. With the Philippines being one of the most active social media markets globally, influencers will play an increasingly pivotal role in shaping consumer behaviour and driving brand engagement.

Trends Shaping the Future:

  • Micro-Influencers’ Rising Influence: Micro-influencers, with their highly engaged and niche audiences, will become even more valuable. Their ability to foster genuine connections and trust with followers will make them indispensable for brands seeking targeted reach and high engagement.
  • Increased Focus on Authenticity: As consumers become more discerning, the demand for authentic and transparent content will grow. Influencers who maintain honesty and relatability will more successfully foster loyal communities.
  • Regulatory Enhancements: With the rise in influencer marketing, regulatory bodies in the Philippines are expected to enforce stricter guidelines on transparency and disclosure. This will ensure that sponsored content is identified, maintaining consumer trust.
  • Diverse Content Formats: Influencers will continue to diversify their content formats, incorporating videos, live streams, and interactive content to engage their audiences more dynamically. Platforms like Instagram, TikTok, and YouTube will remain central to these strategies.
  • Data-Driven Strategies: Brands will increasingly rely on data analytics to measure the effectiveness of influencer campaigns. Metrics such as engagement rates, reach, and conversion rates will be crucial in shaping future marketing strategies.


Leveraging Influencer Marketing Effectively for Filipino Consumers:

  • Understand the Local Market: Brands must have a deep understanding of the local market, including cultural nuances, preferences, and trends. This ensures that influencer collaborations are relevant and resonate with Filipino consumers.
  • Select the Right Influencers: Choosing influencers who align with the brand’s values and target audience is crucial. Brands should look beyond follower count and consider engagement rates, content quality, and the influencer’s relationship with their audience.
  • Foster Long-Term Relationships: Building long-term partnerships with influencers can lead to more consistent and impactful campaigns. Long-term collaborations allow influencers to integrate the brand more naturally into their content, fostering deeper connections with followers.
  • Encourage Creative Freedom: Allow influencers creative freedom to showcase products that feel authentic to their style. This authenticity enhances the endorsement’s credibility and makes the content more engaging.
  • Prioritise Transparency: Ensure all sponsored content is disclosed to maintain transparency and trust with consumers. Transparent practices not only comply with regulations but also enhance the authenticity of the influencer’s endorsement.
  • Utilise Diverse Content Formats: Encourage influencers to use a variety of content formats, including tutorials, reviews, unboxings, and live sessions. This variety keeps the audience engaged and provides multiple touchpoints for brand exposure.
  • Measure and Optimise: Continuously monitor and analyse the performance of influencer campaigns. Use data-driven insights to optimise strategies, ensuring future collaborations deliver better results and higher ROI.

Just as Maria, the 24-year-old from Manila, was influenced to purchase a blush from Issy & Co. Cosmetics after watching a reel by Rei Germar on Instagram, countless other Filipino consumers are making their purchasing decisions based on the recommendations of trusted influencers. This scenario exemplifies the power and potential of influencer marketing in the Filipino beauty industry.

By staying attuned to the evolving trends and implementing these strategies, beauty brands in the Philippines can effectively leverage influencer marketing to build strong, authentic connections with consumers, driving long-term growth and success in the dynamic beauty industry. The future of influencer marketing in the Philippines is bright, and those who adapt and innovate will thrive in this ever-changing landscape.