The advertising agency called for a new ‘culturalisation’ approach to marketing communications to overcome the fears of a loss of identity in the region.

Generation Asia found that 73% of 36- to 60-year-olds and 70% of 18- to 35-year-olds fear for the ongoing erosion of traditional values. To compensate for this loss, 75% feel that it is solely within the family that attempts are being made to preserve those values.

This attitudinal study, conducted by VML Qais, surveyed more than 32,000 people in 10 Asian markets.

Hari Ramanathan, chief strategy officer, Y&R Asia said: “This insight offers new opportunities for brands looking to connect with Asian consumers, and calls for a new approach that we describe as ‘culturalisation.’ This need to connect with people’s cultural identity is what brands really need to focus on instead of the supposed choice, and endless tired debates, of globalisation versus localisation.”