勇敢地接受‘新常态’（英文）

Braving the‘New Normal’16th April 2020Putting the current disruption in context will guide recovery and growth for brands across Asia-PacificBraving the‘New Normal’16th April 2020Putting the current disruption in context will guide recovery and growth for brands across Asia-PacificSince January 2020, we have experienced unprecedented disruption across the Asia-Pacific region. These are challenging times; however, people remain optimistic. This is the inspiration for our confidence in new opportunities that will lead our clients and ourselves into a new era. While there are a plethora of analyses and reports covering the impact and implications of Covid-19, our contribution to this body of work is to provide intelligence, insight and ultimately a roadmap outlining how communication will reignite and accelerate growth for our clients. Braving the ‘New Normal’Brands who can understand the current disruption in context and act rapidly will winGordon DomlijaCEO, ChinaPresident, Asia-PacificIn this report we focus on how understanding context is critical to unlocking future growth opportunities. We explore some of these different contexts impacting brands and markets right now across Asia-Pacific.Learning from China, we believe that the bravest brands, in particular those who can meaningfully innovate, will win.Braving the ‘New Normal’2ContentsPg. 2IntroductionPg. 4Optimism in contextPg. 7Trend acceleration in the ‘New Normal’Pg. 10Trusted, Flexible & Effective.Pg. 14It’s not panic; the laws of growth still holdPg. 17Lessons from the Recovery in ChinaPg. 20Market deep divesPg. 34Looking forwardPg. 37Meet the teamPg. 38Contacts & Survey MethodologyBraving the ‘New Normal’31. Optimism in ContextBraving the ‘New Normal’: Optimism in Context4We are optimisticIn February as Covid-19 was peaking in China, we surveyed people across the country to see how their levels of optimism were. Despite unprecedented stay at home orders and the rising infection tally, we found that 78% of Chinese people were feeling optimistic about the coming recovery. Six weeks on, our research across APAC markets shows that optimism is still the norm, with 57% of people across APAC (excluding China) feeling somewhat to very optimistic. Confidence is clear, especially amongst younger audiences.People remain optimistic, relative to their contextSource: Optimism Index: Wavemaker Study February 2020 China April 2020 APAC, Consumer Confidence Index The Conference Board / Nielsen Q4 201978%in China63%in Wuhan57%across APAC, ex-China63%18-29 y/o across APAC, ex-ChinaContext is everythingIt’s clear from the many studies being undertaken that these numbers are changing every day. Whilst the average remains positive (in the few days we have taken to write this report) it’s more useful to examine them in context. Our findings are that the level of optimism is highly situational. We can see a correlation with the relative level of consumer confidence prior to the start of the outbreak.Source: W