Why should brands invest in speaking to the new audiences in Australia? This is a question often asked by marketers. And there can be no better answer than what I see outside Emporium Melbourne at 5:00 am this fairly chilly morning. There are more than 60 young Asians already waiting patiently in the queue to purchase the Yeezy Boost 350 V2 –new Kanye West sneakers.
They look pretty well settled in their light fold up chairs, and look like they may have been there all night. A $250 pair can be sold online I am told by one informed youngster for $600 – a tidy profit. I take a quick walk before heading to the airport and watch a deal being done. One young guy sold his place in the queue for $200 to another punter.
Lunar New Year is one of the busiest times for MultiConnexions (MCX), as there is often a flurry of work as our clients seek to target audiences of Chinese and other Asian backgrounds during a time when they are very receptive to positive messages.
The 2017 Lunar New Year was one of the most memorable for me, as I was heavily involved with the research and implementation of activations and events for our clients, Medibank and Telstra. It was also memorable as recently I had started to embrace Chinese culture more, starting to learn Mandarin at University of Sydney, as well as trying more Chinese cuisine (hotpot being a new favourite).
On my recent trip to India, I was amazed at the changes in population demographics and psychographics. It was indeed a youthful India that I encountered.
It was not just meeting young people brimming with entrepreneurial energy that impressed me, but also encountering the middle aged and older Indians with a refreshingly and decidedly younger mindset that took me by surprise!
The MultiConnexions team recently unearthed an insightful article that was published in WeForum.org titled, ‘These are the most powerful languages in the world’ written by Kai Chan, Distinguished Fellow, INSEAD Innovation and Policy Initiative.
In my role as Creative Writing/Language Lead, I get to experience the power of languages every day. Language matters. It breaks barriers, creates meaningful conversations and forges powerful connections that help companies and their customers understand one another better.