Asia's Rise: Decoding the Asian Dream through the Truth About Ascending Asia

Asia's Transformative Era: Unveiling the "Asian Dream" through a new study, "The Truth About Ascending Asia," reveals a region brimming with optimism and potential. The report, launched by McCann Worldgroup, sheds light on the attitudes, aspirations, and values of Asian consumers in an age of rapid change, painting a picture of a continent poised for greatness.

The study encapsulates insights from over 12,000 individuals across 12 diverse markets, 44 expert interviews, and more than 100 hours of social listening. It highlights a markedly optimistic perspective among Asians, with only 41% believing they will need to leave Asia for a better life, in stark contrast to the 85% who feel their everyday life will significantly improve in the next decade. Furthermore, 83% anticipate a more peaceful life in Asia compared to the West, indicating a belief in the region's stability and potential.

The "Asian Dream" is described as a vision woven with principles of equity, stability, and leadership. The report identifies three pillars: "Commensurate" (All-in Equity), "Composure" (Equilibrium in Society and Nature), and "Captaincy" (Commercial and Thought Leadership). Asian respondents rank economic equality between rich and poor as the most crucial element for the region's future, with geopolitical equality between Asia and the West considered second. Notably, 70% agree that if feminism means equal rights for all, then they identify as feminists.

Brands are no longer passive players and are viewed as crucial contributors to societal improvement. Key findings reflect a strong demand for brands to take an active role in enhancing everyday life, with 96% of respondents agreeing brands must do more, and engage in social issues, as 86% believe brands should have a voice on important topics.

A fresh form of collectivism is emerging in Asia, blending traditional communal values of family and country with newer markers of identity around local, work, and city communities. The study reveals opportunities for mobilizing bigger collects, finding that 83% of Asians desire an 'Asian Union.' Asians want brands to unite communities through partnerships and collaborations, a case in point being Mastercard's initiative in India to promote gender inclusivity in cricket.



With a "Tech-First" mindset, Asia is at the forefront of technological advancements in mobile technology, e-commerce, robotics, and fintech. A notable 28% of respondents choose to be governed by tech giants like Google instead of political organizations. There is widespread belief (67%) that the benefits of technology outweigh its risks. Innovative products, such as LG's Q9 Human-like Housekeeper, highlight the potential for technology to enrich daily living and overcome 'techotomy' – the fear and apprehension about technology's all-pervasive influence, with 56% of respondents expressing fear about a future dominated by robots.

Asia's rich cultural diversity is recognized as its greatest asset, with 92% of respondents believing this diversity should be celebrated more. The report showcases cultural phenomena, such as Korean "Mukbang" eating shows, which have gained global traction, demonstrating the appetite for cross-cultural engagement. Additionally, brands drawing from Asia's deep cultural heritage, like Alo Yoga and emerging designers blending traditional Asian styles with modern aesthetics, illustrate the impact of cultural richness in branding.

Sustainability is deeply ingrained in Asian philosophies, with 37% believing companies are responsible for reversing climate change. The report underscores the importance of brands taking an active role in enhancing everyday life and engaging in social issues to resonate with Asian consumers.

In conclusion, the "Truth About Ascending Asia" study offers valuable insights into Asia's transformative era and the emergence of the "Asian Dream." As the region continues to grow and evolve, understanding the aspirations and values of its consumers is crucial for brands and investors alike. By embracing the principles of equity, stability, and leadership, Asia is poised to become a global powerhouse, shaping the future of the world economy.