Indians want 'culturalisation' and not localisation: VML's GenAsia study

According to the report, 75% of 36-60 year olds and 70% of 18-35 year olds, in India, fear for the ongoing erosion of traditional values

BestMediaInfo Bureau | Delhi | November 28, 2014

According to the latest findings from VML Qais' GenAsia 2014 pan-regional research, consumers' concerns about the erosion of cultural identity necessitates a new 'culturalisation' approach to marketing communications. This year's wave of GenAsia found that 75% of 36-60 year olds, and 70% of 18-35 year olds, in India, fear for the ongoing erosion of traditional values.

Conducted by VML Qais, GenAsia is the world's largest attitudinal study on connected Asians. The study includes 34,000 respondents across 10 Asian markets. In 2014, the study looked into the 36-60 year-old segment (Power) adding to insights already collated for the 18-35 (Potential) demographic. In India, the study covers 2,000 respondents in five major cities of Mumbai, Delhi, Hyderabad, Bengaluru and Chandigarh.

The study uncovered that 72% of 36-60 year olds and 77% of 18-35 year olds like living in a world that is flat and imbibing from other cultures, however, there is a strong sense that development equals sameness. A surprising 77% of 18-35 year olds try to preserve cultural connections through family values.

Indians are seeking a sense of identity and relevance, of 'here' rather than 'anywhere', rejecting the global homogeneity that too many are embracing. The 'world-wide vanilla' approach to everything represents a missed opportunity, when so many consumers are craving relevance based upon cultural values.

Tripti Lochan

At the same time, they are open to learning from the world and adopting world formats, as long as they have a hint of their “own” in them. “This insight helps global brands looking to connect with Indian consumers think differently. It is a new approach to marketing communications that we call 'culturalisation.' This need to be able to talk to a generation's cultural identity is what brands need to think about, instead of endless discussions around globalisation versus localisation,” explained Tripti Lochan, CEO of VML Qais.

Findings showed that despite the generation gap between 'Potential' and 'Power', both agreed, but from very different directions. The older 'Powers' were raised with advertising that encouraged them to aspire to 'international' ideals, the younger 'Potentials' increasingly seek their own cultural place in the world.

The study was launched in Delhi with a spirited panel discussion on 'how culturisation is impacting parenting in India'. 91% of Delhi parents surveyed said that their kids are the center of their lives, but only 60% rates their kids having fun as more important than them studying, and 74% said that they make sure everything in their kids' lives is 'arranged' by them.

The panellists were Jyotsna Ghoshal (Director, Corporate Communications, Merck & Co.), Prasanto Roy (Writer/Speaker on Tech, Digital, Green, former President & Chief Editor Cyber Media Group), Ranu Kawatra, (Advisor, Edutopia), Sharmila Bakshi (Political Science teacher, Vasant Valley School), Sumit Vohra (CEO & Founder, AdmissionsNursery.com) and Swati Bhattacharya (former NCD of JWT now leading Dentsu's Mama Labs).

Some of the other interesting findings from GenAsia on 'culturisation' suggest that 75% of respondents feel the society is far more progressive and tolerant now, but at the same time another 72% feels that while life has changed, family values remain the same. 71% said that apart from its products, what a brand believes in and how much they know of my own ethos is important.

While 72% believe that foreign influences should be embraced, 75% want to stay loyal to tried and tested brands they know of. 74% worry that the moral standards of society have become lower.

85% believe that beauty products with natural ingredients are better, especially ones which used to be home remedies. 83% say that they prefer entertainment where they can bring their whole family along. 77% say that meal times are special occasions and they do try and eat together as a family.

Info@BestMediaInfo.com

Info@BestMediaInfo.com