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We are a leading supplier specializing in digital marketing cases and supplier platforms in china. W

Display the cases and creative works of excellent digital marketing agencies in the media, and provide convenience for brand owners to search for excellent suppliers. As a professional media in the marketing industry, we set up an exchange platform for media, agencies, and brand owners in the advertising field, and founded two industry award events: China Brand Marketing Award and DMAA Digital Marketing Award.

19/02/2024

GERETY ANNOUNCES THE 2024 GRAND JURY

Respected and admired leaders of the advertising and marketing world join the Grand Jury for the 6th edition of the award. More than 40 different countries will be represented in the jury to be announced.

“Gerety brings together another incredible list of judges from all around the globe to look at work from a powerful perspective.” explained Co-Founder Lucía Ongay. “The only judging criteria at Gerety is originality of the creative ideas and the quality of their executions. We cannot wait to award again the best campaigns”.

The 2024 Grand jury includes:

Yaa Boateng, Managing Director & Chief Creative Officer, The Storytellers Co Ghana
Delna Sethna, Chief Creative Officer, Ogilvy Africa Kenya
Ayodotun Rotimi-Akinfenwa, Global Head of Communications, Lifestyle Hues Nigeria
Donna Tobin, Global Chief Marketing & Communications Officer, DDB Worldwide USA
Enas Rashwan, Founder & President, Cairo Ad School Egypt
Roisin Keown, Founder + ECD, Buildbrill Ireland
Zsofi Szabo, Head of Research Department, Lounge Group Hungary
Eva Wallmark, Senior Art Director and Partner, Åkestam Holst NoA Sweden
Francesca Nepote, Art Director Supervisor, DDB Italy Italy
Laura Maness, Global CEO, GREY USA
Rachel Manchu Motloung, Senior Marketing Manager, Nedbank South Africa
Karolina Galacz, Executive Creative Director, VML Hungary
Tista Sen, CEO & CCO, Lady Finger India
Rvisra Chirativath, Chief Marketing Officer, Central and Robinson Thailand
Nonthaporn Ketmanee, Creative Director, Leo Burnett Thailand
Olivia Ross-Wilson, Chief Communications Officer, Volvo Cars Sweden
Susan Young, EVP, Global Executive Creative Director, McCann New York USA
Neena Felizzi Gatdula, Partner, Creative/ Concept and Art, Make it Happener Vietnam
Laura Tohtua, Creative Director, Hasan & Partners Finland
Julia Dovlatova, ECD, VML PRAGUE, WPP at CP EMEA Czech Republic
Nikola Hrbkova, Head of International Advertising, ŠKODA Auto Marketing Czech Republic
Lisa Ström, Head of Planning and Strategy, Prime Weber Shandwick Sweden
Charu Menon, Managing Director & Executive Producer, Heckler TV Singapore
Ana Rocha, Executive Creative Director, VML Cape Town South Africa
Miriam Plon Sauer, Executive Strategy Director (EMEA), AKQA Denmark
Selonica Perumal, CEO, Shift Integrated Sri Lanka
Chanikarn Sitthiaree, Creative Director, BBDO Thailand Thailand
Ioana Gorganeanu, Head of Marketing and Communications, West High Growth European Markets (Romania, Croatia, Israel and The Balkans) Mastercard Romania
Collette Douaihy, Global Chief Creative Officer, Dentsu Health USA
Ana Noriega, Chief Creative Officer, FCB México Mexico
Koh Hwee Peng, Co Founder & Creative Partner, BLAK LABS Singapore
Luminitza Lopez Lozano, Creative Agency Partnerships Manager, TikTok Mexico
Andrea Corvetto, Digital & Innovation Manager, Fahrenheit DDB Peru
Kat Gomez-Limchoc, Executive Creative Director, Blackpencil Manila of the Leo Burnett Group Manila Lead Culture Officer, Publicis Groupe Philippines
Joanne Theseira, Chief Executive Officer, Publicis Communications Singapore
Doerte Spengler-Ahrens, CCO, Jung von Matt SAGA, Germany
Marianne Admardatine, CEO, Hill and Knowlton INDONESIA Asia Head and Director for Innovation +Creativity Hub Indonesia
Janne Espevalen, Client Director and Partner, Anorak/NoA, Norway
Paula Nadal, Global Chief Strategy Officer, Ideal Brazil
Joanna Monteiro, CCO, Publicis Canada
Nancy Crimi-Lamanna, Chief Creative Officer, FCB Canada
Dani Ribeiro, CCO, WMCCann Brazil
Golda Roldan, CEO, VML, Philippines
Amani Duncan, CEO | Advisor & Board Member | Storyteller USA
Aylin Kanpak Gjerløff, Senior Planner/ Partner, &Co Denmark
Karen Blackett OBE, WPP UK President UK
Kate Bayona-Garcia, CEO, Publicis Groupe Vietnam
Teodora Ionica, Group Creative Director, Saatchi & Saatchi Romania
Valerie Madon, Chief Creative Officer, McCann Worldgroup Asia Pacific Singapore
Beatriz Torres Marin, Head of Creative Content, ALMA DDB USA
Jen Speirs, Chief Creative Officer, Droga5 Dublin Ireland
Pum Lefebure, co-founder and Chief Creative Officer, Design Amy USA
Beáta Stumpf, Strategic Director, White Rabbit, Hungary
Barbara Bian, Senior Creative Director, MRM//McCann World Group China

2024 will see the Gerety Awards hold judging sessions in 15 locations and judges for the executive jury will be announced in the new year.

As well as defining the shortlist, the executive jury sessions each select the agency and production company of the year from their country. This is chosen from the entrants of the Portfolio Cut.

The 2024 Gerety Awards will open for entries and announce the full jury in January.

The Gerety Awards

26/01/2024

Publicis Groupe announces three key appointments to strengthen management team and drive business growth

Publicis Groupe has announced three important appointments to further strengthen the China management team, accelerate the overall growth of the business, comprehensively improve operational efficiency and drive the continuous development of Publicis Groupe. Andy Ho, Publicis Group China's Chief Growth Officer, will take overall responsibility for all Publicis Communications China operations while leading the group's growth. At the same time, Publicis Group promoted Nelson Chen, Managing director of Operations and Commercial in China, to Chief Operating Officer of Publicis Group Greater China, and Sandy Wu, managing director of Saatchi & Saatchi Shanghai, to Chief Business Officer of Publicis Communications Shanghai. The three senior management talents will expand their responsibilities and help Publicis Group's business and operations to new heights.

Publicis Group China Executive Chairman Arto Hampartsoumian and his family returned to Singapore in January 2024. As a result, Arto will no longer serve in its current China role and focus on global clients in the Asia Pacific region, and He Jiafang, Chief Growth Officer of Publicis Groupe China, will take over Arto's current responsibilities.

Jafang He, Chief Growth Officer of Publicis Groupe China, is an expert in the integration of creative, media and digital businesses. He continues to expand the Group's business, driving innovation and digital marketing operations. He will have overall responsibility for all Publicis Media operations in China, leading the creative, public relations and digital agencies to achieve further growth and market share for Publicis Media in China.

He joined Publicis Group in 1997 and rejoined in 2019. With 26 years of experience in brand marketing and management, he is passionate about business integration and innovation in business solutions. He has led the team to serve many of the world's leading brands, including McDonald's, Lynk & Co, Honda, Huawei, L 'Oreal, Tingyi, Procter & Gamble and Unilever. Prior to joining Publicis Groupe, he was Group Integration Officer at Dentsu Aegis, where he founded Miley Bowen and served as its first managing director in the Asia Pacific region.

Ning Chen has been promoted to Chief Operating Officer of Publicis Group Greater China and will be responsible for managing group operations, including finance, talent, compliance, government relations and digital transformation. He will be responsible for establishing and enhancing operational efficiencies to support the business of the Group's agencies.

Ning Chen has 22 years of management experience with various Fortune 500 companies and startups. His experience at Pricewaterhousecoopers honed his experience in operational and strategic leadership. He has an excellent ability to lead business transformation. Ning Chen holds an MBA and a Bachelor's degree from Columbia University in the United States, and is also a Certified Public accountant and a Certified internal auditor.

Shan-yun Wu has been promoted to Chief Business Officer of Publicis Media Shanghai, where she will be responsible for integrated marketing, communications services and account management for Publicis Media's Saatchi & Saatchi, Leo Burneau, Babih, Publicis Advertising and Digitas in Shanghai.

Wu has worked in the advertising industry for over 16 years and has extensive experience in global and local operations, specializing in strategic planning, integrated marketing, team management and training. She joined Saatchi & Saatchi Shanghai in 2016 and was promoted to Managing Director in 2021, leading Saatchi & Saatchi's transformation from a traditional advertising business to a multi-dimensional brand marketing partner. In 2022, Wu won the "Asia Pacific Women to Watch" list of Campaign Asia Pacific. She holds a master's degree in public policy from Taiwan University, China.

Ms He and Ms Chen report to Jane Lin-Baden, chief executive officer of Publicis Groupe Asia Pacific, while Ms Wu reports to Ms He.

Commenting on the appointment, Lin Zhen, CEO of Publicis Group Asia Pacific, said: "Promoting continued growth and upgrading the business model are the requirements of Publicis Group for its own development. We continue to invest in the professional capabilities and teams required by our customers to help our customers maintain a leading position in the industry. Jafang He, Ning Chen and Shanyun Wu all have cross-business expertise and are business leaders in cross-industry management. I am confident that the three of them will lead the growth of Publicis Group, improve operational efficiency and unlock the growth potential of the company."
Publicis Groupe

23/01/2024

Cigna Healthcare demonstrates how healthy employees improve business performance

• Employees with high vitality are 60% more likely to perform better at work
• Investing in a successful health plan achieves significant business savings with up to 6 times ROI

Hong Kong/Antwerp, 23 January 2023 – Poor mental and physical health are impacting employees’ overall well-being and costing businesses through absenteeism, lower productivity, and higher medical costs.

Cigna Healthcare, International Health today launched its global campaign, “Your Health Plan, Your Growth Plan” (“YHP, YGP”), raising awareness about the close connection between people’s health and business growth.

Healthier employees perform better at work. The latest research by the global health services provider finds that in the US, employees reporting high levels of vitality – a comprehensive measure of people’s ability to thrive across all facets of life – feel 60% more capable of carrying out their duties than less healthy peers.

Conversely, high levels of employee burnout and rising incidence of musculoskeletal issues continue to hurt the bottom line. For example, according to the World Health Organization, an estimated 12 billion working days are lost every year to depression and anxiety, costing US$1 trillion per year in lost productivity, and approximately 1.71 million people are living with musculoskeletal conditions worldwide.

Jason Sadler, President, International Health, Cigna Healthcare, said: “As an organization committed to improving the health and vitality of the people and organizations we serve, we want to share the real-life story of how investing in individuals’ health boosts employee well-being and business growth.”

“Employees have prioritized their well-being more in recent years. They also expect their organizations to help them stay healthy. Now is the time for senior leaders to recognize the human and business impact of health and take action to support their people and grow their businesses.”

Studies have shown that investment in health can generate significant returns. For every US$1 invested in mental health treatment, an employer can see a US$4 return from reduction in medical costs, increase in productivity, lower absenteeism and other factors; for integrated care, which embeds mental health expertise into primary care settings, an employer can save US$6 in overall medical costs for every dollar invested.

The new campaign by Cigna Healthcare will offer such insights that help employers understand the need to invest in their people’s health and the benefits of doing so, supporting them to develop health plans that complement their overall business strategy.
Cigna Healthcare

22/01/2024

The winner list of the 7th DMAA International Digital Marketing Awards was announced

On January 10-11, 2024, the 7th DMAA International Digital Marketing Summit was successfully held in Guangzhou. DMAA International Digital Marketing Summit, which adheres to the front line of digital marketing, focuses on the theme of "value growth" with a group of brand experts, marketers and scholars to explore new digital growth strategies. We will explore new growth engines and unleash new digital energy.

During the summit, the winners of the 7th DMAA International Digital Marketing Awards were officially announced. A total of 1,056 submissions were received from 506 companies in Greater China.

Following the market development trend, the seventh DMAA set up the first digital transformation and new consumer brand track, through a fair, just and strict review, through the expert jury final review, on-site defense and other rounds, and finally competed for this year's annual category, gold, silver, bronze awards and grand awards, a total of 247 winning cases.

The DMAA International Digital Marketing Awards has been promoting digital marketing for brands for seven years and advocating digital marketing as an integral part of business management. We will explore new growth engines and unleash new digital energy. The seventh edition of the DMAA International Digital Marketing Awards has come to a successful conclusion, and the DMAA International Digital Marketing Awards will continue to identify the best works in the digital marketing industry.

22/01/2024

The 7th DMAA International Digital Marketing Summit was successfully held: oriented by "value growth", a common discussion on the development of marketing innovation。

On January 10-11, 2024 the 7th DMAA International Digital Marketing Summit, sponsored by the DMAA Organizing Committee and co-sponsored by Advertising Today and Guangzhou 4A, was successfully held in Guangzhou.

The two-day summit with "value growth" as the theme, the industry's top scholars, brand side, marketing people and front-line operators respectively with two topics: "new consumption, new retail" and "innovative marketing to promote brand growth" to discuss the solution of brand growth in the new marketing era.

New consumption, new retail
On the first day of the summit, Mr. Zhong Jian, chairman of Guangzhou 4A and chairman of Torch Technology Group, delivered the opening speech as a special guest. In his speech, Mr. Zhong Jian mentioned the positive role of Guangzhou 4A in promoting the development of the advertising industry in South China, and built a platform to improve the quality of the industry and build a good industry exchange ecosystem.

Focusing on the topic of "new consumption, new retail", the current market consumption new situation was presided over by Jenny Xiong, vice president of Beijing Dianju Information Technology Co., LTD., Yonyou Group. Yang Hanlin, marketing director of Enwei Pharmaceutical & Head of Jieeryin Brand Division, took the lead. Fang Xianhao, vice president of Guangdong Torch Media Technology Group Co., LTD., Huang Huiviola, co-founder &CMO of UniSleep, Chen Jiecong, head of marketing strategy of Weibo South China, gave speeches one after another.

The rapid development of digital technology makes digital transformation an inevitable trend for enterprises. In the future, the business combination of digital technology and enterprises will become more and more close, and digital technology will continue to drive brand growth and development. The core of upgrading the aging brand company is to break the limited market share, in the increasingly fierce market competition, it is urgent to solve the category problems and product problems, and the brand needs to further realize the communication between consumers. Refine and deepen market solutions, start with innovation, and create a healthy new blue ocean, so as to have the rebirth of traditional brands.

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20/12/2023

The BMW Group has once again extended its media cooperation with Star Media, its partner of eight years
Continue to consolidate the leading position in the Chinese market

Shanghai, December 20, 2023 - Star Media, a world-renowned media agency of Publicis Groupe, has won the BMW Group's media business in China for the third time. This is a recognition of Starcom's ability and commitment to creating business value for the BMW Group. The two parties will continue their eight-year partnership and the new contract will take effect in early 2024.

In 2021, BMW Group proposed the "Home in China" upgrade strategy to further consolidate its leading position in the Chinese market. The BMW Group aligns its corporate strategy with China's development goals, adheres to the "China first" principle, gives priority to the needs of the Chinese market in new product development, and continuously strengthens win-win cooperation with Chinese partners, reflecting the BMW Group's commitment to promote electrification, digitalization and sustainable development of electrification.

Since 2015, Star Media has become an indispensable media partner of BMW Group in the Chinese market, and has a deep understanding of the various businesses of BMW Group. Around the overall strategy of the brand, Starcom Media uses the leading technology advantages in the industry to customize and develop efficient data and automation tools for the BMW Group, and provides omni-channel integrated media strategy services, including e-commerce, to adapt to the evolving business needs of the BMW Group.

With the strategic transformation of BMW Group towards innovation and sustainable development, Starcom Media has established a dedicated business unit for BMW, OneBMW, using the comprehensive business advantages of Publicis Group to build BMW Group's exclusive data analysis and consumer insights model to help BMW Group's user ecosystem innovation and improvement. The model combines media investment optimization with comprehensive business intelligence services to further improve work efficiency and service delivery, enhance the brand's interaction with consumers, and ensure BMW's leading position in the luxury car segment.

Zhang Ning, CEO of Starcom Media China, said: "We thank the BMW Group for placing their full trust in us as a business partner. We believe that this trust stems from our commitment to the values of integrity and hard work, as well as our shared goal of becoming the brand of choice for Chinese consumers, in line with the BMW Group. We are very pleased and look forward to starting a new journey with this industry leader and continuing to drive data and technology innovation to make the BMW Group even more successful."
BMW Group

18/12/2023

Havas announces acquisition of EPROFESSIONAL

Havas today announces the strategic acquisition of Hamburg-based digital performance marketing agency EPROFESSIONAL, expanding its portfolio of first-class performance marketing services and further strengthening its position as a leading agency group in Germany. EPROFESSIONAL will retain its independent branding and join the organization under Havas Media Network.

Founded in an attic in Hamburg in 1999, EPROFESSIONAL has made a name for itself as a pioneer and provider of customized solutions in the field of performance marketing. The agency is an experienced partner in all aspects of digital marketing, from SEO/SEA to social media and multichannel tracking. EPROFESSIONAL has been working successfully for clients such as Vodafone, L’Oréal and Hapag Lloyd for many years.

“We are thrilled to welcome EPROFESSIONAL to the Havas family. By combining EPROFESSIONAL’s expertise with our group’s local and global resources, we further strengthen Havas Media Network in Germany, ranked "dominant" in the latest RECMA report, and are better equipped to deliver best-in-class digital marketing solutions to our clients. After making investments in the UK, Canada, and India, our objective is to further expand our digital performance capabilities worldwide.” Said Yannick Bolloré, Chairman and Global CEO, Havas.

“The focus has always been on making strategic and, above all, locally relevant investments. The acquisition of EPROFESSIONAL is such an investment to expand our digital expertise and offer customers even greater added value. The merger will enable both Havas and EPRO customers to implement successful marketing measures at all touchpoints of the entire customer journey.” Said Sven Traichel, CEO of Havas Media Germany.

“Havas is an ideal partner for us. We share the same vision of offering customers innovative and customized solutions. In addition, the chemistry on a human level is outstanding.” Said Tim Christiansen, Managing Director of EPROFESSIONAL.

Together with Tim Christiansen, Henner Uekermann will lead EPROFESSIONAL taking on the role of Managing Director. In parallel, Henner will continue in his role as Managing Partner for the agency brand Arena Media in Germany, which operates alongside Havas Media as a second brand under the umbrella of the Havas Media Network.

“The integration of EPRO into the Havas Media Network and the further development of Arena Media in Germany are two wonderful tasks for me. With EPRO's technological solutions and Havas Media's 360° approach, we can implement holistic strategies from the first touchpoint to conversions and achieve our clients' growth targets effectively and efficiently. By combining our competences, we can offer our clients an absolute state-of-the-art product from which we expect our agency to continue to grow in the coming years.” Said Henner Uekermann, Managing Partner for Arena Media Germany and Managing Director of EPROFESSIONAL.·

13/12/2023

Dentsu Creative "2023 Chief Marketing Officer Report

With new challenges and opportunities emerging, cmos don't have time to stick to the box. They want flexibility and diversity, and they want agents and partners to connect with the right people at the right time.

Dentsu Creative "2023 Chief Marketing Officer Report: Creative Crossroads (2023 CMO Report: Creativity at a Crossroads research shows that marketers are no longer satisfied with choosing between brand or performance, global or local, efficiency or expertise, they want both, calling for greater internal business collaboration and greater collaboration with agency partners to create the most impactful work.

CONNECTED PEOPLE:

BY THE NUMBERS...

People Connected: Data

83%

Eighty-three percent of respondents believe that brands can benefit from working with an agency holding company, believing that an agency network can bring together great power in a data - and technology-driven world.

Eighty-five percent of respondents value the diversity of perspectives that comes with working with multiple agencies, while also calling for flexibility and agility from local partners.

86%

86% of marketing practitioners agree that they want an agency to connect with the right talent based on a creative brief, whether it's in an office somewhere within the agency network.

To successfully meet these needs, agencies need to adopt a more flexible approach to talent and expertise, which requires the empowerment of technology, the promotion of sound financial models, and most importantly, a spirit of mutual understanding, generosity, and roots.

77%

Similarly, when it comes to brands and performance, we are seeing some extraordinary numbers. 77% of cmos believe we need to refocus on brands, and 35% "strongly" agree.

75%

75% agree that we need to work harder for performance, and 33% "strongly" agree. Of course, there are clear local differences - marketers in China, Brazil and Italy are more likely to think it's time to focus more on the brand itself.

Marketers in the U.S. were the most likely to say, "I often have to focus on short-term returns at the expense of long-term growth," at 88 percent. However, respondents generally felt that an either/or approach was no longer feasible.

CONNECTED PEOPLE:
WHAT IT LOOKS LIKE...
Interpersonal interconnection: A phenomenon

BALANCING BRAND AND DEMAND
Balance brand and demand

When it comes to brand vs. performance, cmos are clear that it's no longer an either-or.

Across the globe, chief marketing officers are almost unanimous that our industry needs to double down on performance and rededicate itself to brands. While the nuances of individual markets can explain some of this apparent contradiction, perhaps the more important point is that we must avoid falling into a dangerous middle ground where neither brand nor performance is fully engaged.
dentsu

07/12/2023

The new beliefism of the label spiritual sustenance of the consumer

Over the past three years, consumers around the world have collectively experienced endless economic, policy, climate, ecological, and health shifts, as well as significant changes in mindset. Once working overtime, textual research, travel, gap year and other fulfilling life, in the uncontrollable external environment appears vulnerable, for many people, the current, to find the home of inner values is particularly important. When we find that everything that was once visible and manageable has lost its reliability, people's conversion to the soul has shifted from relying on large-scale traditional mass beliefs to self-created and lightweight spiritual sustenance.

There are traces of this kind of small spiritual sustenance. Early from the teenage girl group popular to 30+ female consumers, the Japanese Sanrio cool Lomi, an anti-human beauty is the heart of the good setting, the main appearance is a little cool, a little dark, but in fact is always beautiful and lovely appearance of Melody bully story line, in order to interpret a group of smaller consumers are misunderstood by the outside world's true heart. The rise of Kuromi brings together a group of small young consumers to resist the fixed stereotypes of the outside world in their way and form their own light beliefs. And the plot of the story line and the golden sentence of Coolomi have also evolved into a widely circulated on social media, which can reflect the state of mind - the "mean girl in the back row with a good heart". This kind of sustenance and reflection, harmless and make people smile, fewer serious issues that are difficult to digest or cause controversy, and easy for anyone to accept.

This method of placing children's interests is a huge and harmless new light faith. It brings people of the same kind together with values, low threshold and inclusiveness, and Kuromi is not the only one.

No matter how old you are, Ageless Fun. Childlike interest in hand, childlike innocence forever

Toy blind boxes, food and play series, a variety of collectible surrounding and small toys, have long since separated from the simple children's crowd and began to spread to the young office workers. At the beginning of the year, a song by Eason Chan pushed McDonald's to the top, and netizens formed their own belief in children's fun memories through McDonald's classic single products "double Ji", "French fries" and "milkshake", and "Mai Men religion" was born. While chanting "Viva Mai Men," believers are also trying to break away from unfair, stereotypical groupings, using this more innocent preference to play with the distinction between good and evil. As early as 2022, McDonald's Happy Meal still stayed on the real children's toys, and this year, the 60th anniversary Chicken McNuggets and Tetris limited edition mobile games launched by Happy Meal won the honor of "the most worth collecting single product this year". It not only covers the most classic memories of Mai Men believers, but also includes the childlike memories of the classic game Tetris. Then McDonald's launched mini restaurant small model toys, from the tray to the cash register, soda machine to the mini small hamburger, accurately grasp this group of consumers trying to retain the childlike interest and innocent faith. Smart brands see the traffic password, with seemingly naive, harmless light single products to say what consumers want to say, automatically attracted the most happy young people.

In addition to children's fun, there are many memories worth putting into action to bring back to life. There is an almost global trend to rework old classics with new values into moving examples of social evolution. In today's pursuit and emphasis on race, gender, diversity and equality, Disney's practice of adding different races to its classic fairy tales may be more controversial, but it is also a test of the audience's thinking between the two issues of value correctness and political correctness. More consumers are beginning to reflect on how things in the past can really stand up to the scrutiny and evolution of the years, and it is inevitable that it is rude to impose new values on them.

Nostalgic Rerun the most familiar memories become the most reliable faith

The recently released Barbie movie may be a good example. Barbie did not think without imposing a variety of body types, various races in the Barbie role, but with the people who were once perfect to be criticized, speak out the true voice of gender under the traditional social expectations, the social expectations and pressure given to women in the past decades, with a relaxed nostalgic and playful way to show it, led to the resonance of all gender consumers around the world. Today, Barbie movies are the first step in breaking stereotypes and embracing a diverse world.

30/11/2023

Asia Pacific Gen Z consumers say they are willing to pay up to 28 percent more for luxury brands that value sustainability

93% of luxury consumers in Asia Pacific are willing to support or spend more on luxury brands that actively promote and promote sustainability, yet nearly a third of consumers in Hong Kong and Southeast Asia say they do not know enough about their favorite brands' sustainability efforts

Luxury consumers in Asia Pacific see brand values, real-world impact and sustainability efforts as equally important as brand names when making purchase decisions

30 November 2023, Hong Kong - A new survey commissioned by Delta Global, a supplier of sustainable luxury packaging solutions, "Moving towards a Greener Future", shows that consumers are becoming more environmentally conscious and are increasingly influencing their luxury purchasing choices. Covering Generations Z to X (ages 18 to 55), the survey explores the impact of sustainability on luxury consumers' purchasing choices, with a particular focus on Generation Z and millennials, who will be the largest luxury consumers by 2030.

The survey shows that a company's commitment to sustainability has a strong impact on brand loyalty, with the majority of respondents saying they would reduce or even stop buying brands that do not pay attention to their environmental impact. The survey also found that consumers in the Asia-Pacific region tend to buy products that value sustainable brands, and the trend of buying and selling second-hand luxury goods has also increased, with a higher proportion of Gen Z consumers.

Robert Lockyer, founder and Chief Account Officer of Delta Global, said: Not only has the Chinese government implemented more specific environmental regulations over the past decade, but consumers have also experienced firsthand the negative health impacts of environmental issues. In addition, sustainability is an important consideration for millennials and Gen Z consumers, so luxury brands will need to consider the impact of not paying attention to sustainability issues on their appeal to this consumer group. Our survey aims to help luxury brands better understand their customers' perspectives and decision-making processes so they can make and implement sustainability initiatives that benefit the planet, people and their business."

The impact of rising environmental awareness on luxury consumption

The survey found that luxury consumers' awareness of environmental protection is increasing. More than 90 percent of respondents said they are more concerned about environmental protection than they were two years ago, with 42 percent reflecting increased awareness of environmental issues. Interestingly, Hong Kong consumers (25%) showed the smallest increase in environmental awareness compared to other markets.

As environmental awareness increases, the majority of luxury consumers in Asia Pacific express their intention to reduce their support for luxury brands that ignore their environmental impact. 92% of consumers surveyed in Asia Pacific said they would stop, reduce purchases or reconsider patronizing brands that do not value sustainability, with 27% saying they would stop buying from these brands altogether. Compared to other markets, fewer Hong Kong consumers (14%) said they would stop buying products from these brands, but would still buy less.

Overall, luxury consumers in Asia Pacific have a positive attitude towards brands that value sustainability, with more than two-thirds of respondents saying they would buy more from these brands. Among Gen Z consumers, 76% said they would increase their purchases to show their support. On average, Asia-Pacific consumers are willing to pay 21 percent more for brands that value sustainability, and Gen Z consumers are willing to pay up to 28 percent more.

What makes luxury consumers shy away

For luxury brands that practice or do not practice sustainability actions, it is especially important to understand why consumers are deterred from brands. In the purchasing process, luxury consumers in Asia Pacific cited a lack of transparency about brands' sustainability policies (59%) as the top reason they were deterred, followed by non-environmentally friendly packaging and excessive waste generation (both 58%).

In line with the survey results, 88% of luxury consumers in the Asia Pacific region said they would stop or reduce purchases of luxury brands that produce excessive waste, with a higher percentage of consumers in Southeast Asia. In addition, 93% of respondents said they would be more inclined to patronize luxury brands that offer alternatives if they had a more sustainable alternative to their desired product.

In terms of non-environmentally friendly packaging, luxury consumers across the region consistently rated excessive multilayer packaging (39%) as the most objectionable, followed by excessive use of plastics (32%) and the use of non-recyclable or non-biodegradable materials (29%). 91% of Asia Pacific consumers want luxury brands to stop using plastic packaging, while 90% of mainland luxury consumers believe that the use of plastic is not consistent with the image of luxury brands. More importantly, more than 80% of luxury consumers in Asia Pacific said they would consider switching to another luxury brand that offers similar products but uses less packaging.

Luxury consumers in Asia Pacific now align the values and real-world impact of luxury brands with brand names

The survey also shows that luxury consumers in Asia Pacific regard brand values, real-world impact and sustainability strategies as equally important as brand names when making purchasing decisions. Practicing sustainable production processes (95%), using more recyclable, sustainable and natural materials (94%), and committing to reducing their carbon footprint (93%) are considered the most important sustainability directions for luxury brands.

The survey also clearly shows that nearly all luxury consumers surveyed in the Asia-Pacific region want their favourite luxury brands to make more efforts in sustainability, with the top three being: implementing more feasible environmental measures (62%), with mainland consumers placing more emphasis on this; Practicing more sustainable supply chains and production processes (62%) is also a major demand of millennials; And using more sustainable materials (61%).

The majority of respondents are also willing to support or purchase luxury brands that actively promote and promote sustainability (93%). In addition, 97% of Asia Pacific consumers said they would recommend luxury brands that actively promote sustainability.

Robert Lockyer, Founder and Chief Account Officer of Delta Global, added: "Luxury consumers in Asia Pacific are increasingly paying attention to brand values and companies' real-world impact when purchasing products. The survey results show that luxury consumers are eager to know what their favourite brands are doing in terms of sustainability. Therefore, brands need to clearly promote environmental messages to consumers through the right channels and touchpoints. While brands may be hesitant to promote their sustainability efforts for fear of not fully meeting consumer expectations, the survey suggests that not disclosing any relevant information can have a significant opportunity cost and impact on attracting a new generation of luxury consumers."

Promoting the importance of sustainable development

With this in mind, luxury brands need to promote their sustainability efforts more effectively. 94% of luxury consumers in Asia Pacific want to know more about their favorite brands' sustainability efforts. About a third of consumers in Hong Kong and Southeast Asia say they have little or no understanding of their favourite luxury brands' work on sustainability. Compared to other age groups, millennials and Gen X consumers feel they have the least information.

Overall, consumers in Asia Pacific consider product packaging (54%) to be the most intuitive way to understand the sustainability efforts of their favorite luxury brands. In addition, 95 percent of respondents said they want luxury brands to list their commitment to zero plastic or related sustainability certifications on product packaging.

Among them, 59% of respondents in Southeast Asia prefer to use social platforms, and interestingly, luxury consumers in Asia Pacific (37%) and Hong Kong (34%) both consider brand endorsements and influencer sharing as the most direct channel for brand information compared to other markets.

Southeast Asia is more keen on second-hand luxury goods

Luxury consumers, especially Gen Z and millennials, have begun to adopt a more environmentally friendly attitude. For example, they will buy and sell second-hand goods, patronize brands that align with their values, and reuse luxury boxes.

91% of luxury consumers surveyed in Asia Pacific want brands to offer measures that encourage circular fashion. 86% said they are now more open to buying second-hand luxury goods, and more than half (57%) of respondents have bought or sold second-hand luxury goods in the past three years, with this trend most pronounced among Southeast Asian (72%) and Gen Z consumers (67%). Among respondents active in the second-hand luxury market, 53% of Gen Z consumers said they had bought or sold more second-hand luxury goods in the past 12 months than in the previous 1-3 years combined. In the past 12 months, the average Asia-Pacific consumer bought or sold second-hand luxury goods more than 3.5 times, while the average consumer in Hong Kong made a relatively low 2.8 transactions.

The survey also found that 81% of luxury consumers in Asia Pacific often retain packaging after purchasing a product. The most common reason for keeping luxury boxes is to store other items (63%), with nearly 70% of Gen X users in Asia Pacific reporting this habit, while nearly half of Gen Z consumers say they prefer luxury boxes for decorative purposes. According to the survey, luxury consumers in Asia Pacific most often keep jewelry cases (67%), watch cases (63%) and handbag cases (58%) after purchasing products.

Robert Lockyer, founder and Chief Account Officer of Delta Global, said: "As shopping and consumption never end, brands have a unique role to play in making a positive impact. And practicing sustainability is an important part of bringing about change, requiring an unwavering commitment and a determination to continuously improve. When it comes to sustainability efforts, brands should not expect a leap forward, but instead develop a strategy that aligns with their brand values, stays true to themselves, and pushes the brand to do better step by step. As long as the brand is accountable and transparent in achieving every important milestone and communicating relevant information to consumers, consumers will feel and appreciate these efforts. Brands need to constantly change and innovate as they reduce their environmental impact to remain competitive in a rapidly changing world and meet the sustainability expectations of a new generation of customers."
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