Consumers in the Asia Pacific region are embracing new technology, particularly artificial intelligence (AI), but their excitement is tempered by growing anxiety about the future, a recent Ipsos report reveals. The region stands out globally for its optimism about technological advancements. Two-thirds (68%) of consumers believe AI has a positive impact on the world. This contrasts with just over half (57%) of people worldwide sharing the same sentiment.
While many countries debate AI’s pros and cons, Asia appears more willing to embrace the future. China, in particular, leads the global rankings, with its citizens the most enthusiastic about AI’s potential to drive positive change. Despite this overall optimism, concerns about technology’s societal impact are increasing. Countries like India and Japan express rising apprehension about how AI is affecting their lives.
AI CONCERNS AND DIGITAL PRIVACY WORRIES
Despite high approval of AI’s potential, many in the Asia Pacific region stay cautious. In India, the number of people feeling that technology is ruining their lives has increased by 19% since 2013. Japan has also seen a rise, with concerns growing by 18 percentage points.
The growing unease about AI is further compounded by fears of digital privacy. Seven in 10 consumers (70%) across the region express concern about how their personal data is being collected. These worries are especially significant in countries like the Philippines (86%). In Thailand and Singapore (both 81%), consumers are particularly cautious about the use of their digital information.
GENERATIONAL DISCONTENT: GEN Z PREFERS THE PAST
A surprising trend emerges among younger generations in the Asia Pacific. More than half (57%) of Gen Z consumers in the region wish they had grown up in the same era as their parents. This figure surpasses their global counterparts (51%). This sentiment suggests that despite living in a tech-savvy world, younger individuals are feeling disconnected from the rapid technological change.
The nostalgia trend presents an opportunity for brands to connect with consumers. Brands can blend traditional elements with modern innovation. This offers a sense of continuity and comfort amidst change.
CLIMATE CHANGE: A CALL FOR URGENT ACTION
The report also highlights a widespread consensus in the region about the urgent need to address climate change. A striking 84% of consumers in the Asia Pacific believe that the world is headed for an environmental disaster. They think urgent action is needed. This figure is especially high in Australia, where concerns have grown by 15% since 2013.
Despite acknowledging the gravity of the situation, many consumers feel that individual actions are insufficient to solve the crisis. Three in four (73%) believe they are already doing all they can to reduce their environmental footprint. The sense of urgency is particularly strong in countries like Indonesia (91%). Frustration is also high in Thailand (89%) and the Philippines (87%). Citizens in these nations feel they are doing their part to combat climate change.
THE ROLE OF COMPANIES IN COMBATING CLIMATE CHANGE
While consumers in Asia Pacific express a commitment to environmental action, they also place significant responsibility on companies. Three-quarters (75%) of respondents believe businesses are not doing enough to address environmental issues. This sentiment is particularly pronounced in countries like India, Taiwan, Indonesia, and Thailand. Many people there feel it is already too late to reverse the effects of climate change.
Ipsos APEC CEO, Hamish Munro, emphasizes that as Asia Pacific’s global influence grows, understanding the region’s complex relationship with technology and climate change is vital for businesses. Consumers are eager for change but want companies to lead the way in driving this transformation.
“Brands have a critical role in shaping the future,” Munro says. “The region is open to transformation. It is looking for businesses to step up and lead the way in both technological innovation and climate action.”
INDIA’S TECH DIVIDE: URBAN MASSES VS. DIGITAL FATIGUE
India’s response to technology mirrors the broader regional trends but also reveals a unique dichotomy. According to Ipsos India CEO Amit Adarkar, the urban masses in India cannot imagine life without the internet. But these digital-savvy Indians are increasingly seeking ways to simplify their lives. This divide shows the different ways technology is integrated into daily life. Some people embrace it as an enabler. Others feel overwhelmed by its pace.
A worrying trend is emerging in India, nonetheless, where sensitivity to climate change seems to be declining. The global community recognizes the need for immediate action. Many Indians, particularly in urban areas, adopt an “Ostrich Policy.” They ignore the looming threats of climate change. For these consumers, the effects of climate change may feel distant or unimportant, despite its growing global impact.
THE POWER OF BRANDS IN THE CLIMATE FIGHT
The region faces complex challenges. Ipsos’ report emphasizes that brands have an unprecedented opportunity to be leaders in the fight against climate change. Consumers are increasingly looking to companies to take more significant action in addressing environmental issues. Brands that champion sustainability, transparency, and social responsibility gain consumer trust. They also lead the way in driving long-term change.
“We are witnessing a significant shift in consumer attitudes towards brands,” says Munro. “There is a clear expectation that businesses must play an active role in mitigating climate change. This is a pivotal moment for brands to show their environmental leadership.”
A REGION ON THE BRINK OF TRANSFORMATION
Asia Pacific consumers are at the crossroads of a technological revolution and an environmental crisis. Optimism about AI and new technology is high. However, there is a deep-seated anxiety about how these changes will affect personal lives. Concerns also revolve around privacy and the future of the planet. Consumers are looking to companies and governments to guide them through this transformative period. They are increasingly placing the responsibility for climate action on businesses.
The Asia Pacific region is growing in economic and political significance. Its consumer base is eager for change. However, they are also wary of its potential consequences. For brands, this represents a crucial moment to step up and lead in environmental responsibility. Brands must also navigate the complexities of technological advancement. The future may be uncertain, but with the right leadership, it can be shaped for the better.
