Welcome to the future
There's no doubt that 2020 has changed us forever and not just because of Tiger King. The year that was came out of nowhere and flipped the world on its head for both brands and customers. But how exactly have things changed in Asia?
To find out, we polled thousands of our readers across Singapore, Hong Kong and Indonesia. And the answers might be a little bit different to what you would expect.
Meet the five faces of 2021
Scared of Sickness
This group is really concerned about staying healthy. As a result, they invest heavily in preventative medicine and wellness to stay fit.
It's not surprising that a large number of people are more concerned about their finances than ever. This group is looking for great deals, investments and smart money-saving devices.
These people are longing for things to get back to normal so that they can enjoy time with friendss and travel easily.
Many people found their jobs at risk overnight, thanks to COVID-19. As a result, this group is looking to upskill, diversify, and create passive income.
Big Picture Dreamers
2020 forced many of us to take a look at how what we do impacts the planet. This group is making big strides to shop locally and to buy from brands with sustainable initiatives wherever possible.
feel that their idea of living their "best life" has changed as a result of 2020
thought 2020 was the reset we all needed
think 2020 has changed the culture where they live, with 72% thinking the shift has been for the better
would like things to get back to "normal"
This is what people care about in 2021
But some of us still live in fearWith everything that happened in 2020, it's not hard to see why the community has a lot of fear around the impact of COVID-19.
It's all about money (honey!)
In 2021, people will be thinking more about their purchases and where they're spending their hard-earned cash.
Lots of people will be trying to support local and to live more sustainably moving forward too.
What is your biggest hope or dream right now?
So what do these results mean to us
Now that we know who these new consumers are, we've created some specific pillars that we'll be creating more content around.
Sharing the best local talents, promoting local travel, and giving back through an awards platform specifically for local brands
Educating readers on financial health and finding the best deals across town
New Year, New You
Mental health and wellness
Focusing on brands and businesses who put the planet first
How will businesses use these insights
We’re excited to see how brands respond to these findings. There’s so much scope to empower our readers to live their best life - even if this definition has changed dramatically.
The Honeycombers audience across Asia wants to live a more purposeful existence that is deeply connected with friends and family. They want to support local businesses and place an emphasis on sustainability.
And we can’t wait to help them live better in 2021.
Contact [email protected] to find out how to showcase your brand to our 1 MILLION monthly readers across Asia.