Consumers across the Asia Pacific region (11 markets including India) are overwhelmingly worried about the future, despite being artificial intelligence (AI) and new technology converts, a new Ipsos report has revealed.
The report named ‘Global Trends: Understanding Asia’ stated that while much of the world is divided over the benefits and drawbacks of AI, people in Asia are excited about technological advancement. Across the Asia Pacific, two in three (68 per cent) believe AI is having a positive impact on the world, compared to just over half (57 per cent) globally.
China is most open to embracing new technology, ranking first out of the 50 global markets surveyed when it comes to believing AI will have a positive impact worldwide. Despite the figures, many APAC countries still expressed concerns about AI. Since 2013, the number of Indians who say technological processes are destroying their lives is up 19 per cent and in Japan, the figure has climbed by 18 percentage points.
Fears about AI and digital privacy and security are also high, with seven in 10 consumers in the Asia Pacific region concerned about how their information is being collected by companies. This concern was particularly high in the Philippines, (86 per cent) Thailand and Singapore (81 per cent).
Retreat To Old Systems
Interestingly, young people in Asia are generally nervous about the future. More than half (57 per cent) of Gen Z in Asia Pacific said they would have preferred to grow up at the time their parents were children – this is higher than their global counterparts (51 per cent). Brands can capitalise on the nostalgia trend by integrating elements of familiar traditions with modern innovation.
There is broad acceptance that climate change is a reality and immediate action is needed. Eight in ten people (84 per cent) said the world was headed for environmental disaster unless the region changed its habits quickly. This figure has increased significantly in Australia, rising by 15 per cent since the survey was first undertaken in 2013.
Most consumers across the Asia Pacific region believe individuals should not be the ones to make greater changes to their daily life to minimise climate change impacts. Three in four (73 per cent) across Asia said they were already doing all they could to save the environment. This feeling was particularly high in Indonesia (91 per cent), Thailand (89 per cent) and the Philippines (87 per cent).
In line with this, three-quarters of those surveyed (75 per cent) believe companies are not paying enough attention to the environment. More worryingly, most people in India, the Taiwan region, Indonesia and Thailand feel it is already too late to do anything about climate change.
Ipsos APEC CEO, Hamish Munro said, “As Asia Pacific’s economic, political and cultural influence continues to grow in an interconnected and complex world, the importance of understanding the region has never been more important. This latest report highlights how our consumers and citizens think and feel in a world of rapid change and complexity, particularly around technological evolution, societal change and climate change. The insights reveal a region that is open to transformation, but wants its businesses to step up, guide the change revolution and be leaders.”
Munro added that when it comes to climate change, consumers believe brands have a critical role to play in minimising harmful environmental effects. There is a real opportunity for brands to be environmental leaders and demonstrate their commitment to climate change efforts.
Amit Adarkar, Ipsos India CEO, stated, “Both these cohorts behave differently around technology – the urban masses cannot imagine their life without the internet, while digital Indians were amid the digital fatigue and would like to simplify their lives. For Indians the trend of escape to individualism was rather interesting. There was a strong need to make things work for oneself relying on technology as an enabler cum close ally, especially for elevating one’s status coupled with the curiosity to learn."
Adarkar added that more reflected in millennials and Gen Z and was seen as a positive trend. The worrying trend emerging was the reversal in sensitivity towards climate change among Indians vis-à-vis global citizens. Especially when climate change is impacting everyone. Indians are seen to adopt the Ostrich Policy of seeing no immediate danger. And something to worry about in the future.
