Forget a millennials-only approach – Thai elders love Participation as much as anyone else
Participation scores across all age groups are consistent in Thailand, showing no drop off in the older audience, as they do for every other market in the study.
Thailand and Brazil top the overall Participation Brand Index score across all age groups, with Australia beating the UK and US to the bottom spot. In these markets consumers are also more willing to promote the brands they see as most participative, as measured by NPS.
Forget the cliché that only millennials like to participate with brands, it’s coming through loud and clear that Participation is ageless in Thailand. There’s a need to understand what Participation means across different age groups and categories for sure, but what’s undeniable is that Participation should be on your marketing agenda regardless of your target audience or category.