In addition to the proliferation of disruptive innovations, shifting social trends must be considered when planning a route-to-market strategy in Asia.
Population change is of particular interest, because national populations are growing and declining at variable rates, which will alter the demand patterns in consumer, healthcare and business markets in future.
Other social dynamics are also emerging. Improved access to Asian markets is increasing the level of cross-border investment, while vastly improved social mobility, and the opportunity to live, travel and work in neighboring countries will likely result in higher rates of intermarriage and children with dual-nationalities who will grow up bilingual or multilingual, travel frequently and purchase goods in both of their “native” countries.
