As the century shifted, the world experienced rapid changes. The same shift was expected to be taken in Pakistan. A change powered by the youth and a unique chapter. Our deep dive into South Asian culture surrounds key societal factors such as power distance, individualism, masculinity, uncertainty avoidance, long term orientation, and indulgence.

The piece then covers the extent of the orientation in relation to Pakistan, which is the 5th most populous country and of those 64% are under 30. Having a young generation lays the path for change, adaption, aspiration, and even fearlessness. Though this youth has been exposed to multiple changes in different spheres of their life; Cultural, Psychological, Political and Economic Changes.

Moving forward, we analyze the transition to Neo-Collectivism that is at the heart of Pakistani Society and how it is powered by intrinsic values. Yet attitudes are changing towards a more individualistic approach, powered more by the Pandemic and commonly noticeable on Social-Media, with the perfect example being the ever-decreasing number of wedding guests. The piece covers why factors such as recognition of power, frequency of exposure to global affairs, economic situation and education and popular culture led to the transition.

This has given life to a new fabric of cultural values, focused on 9 key trends, of which are Understanding the newfound respect, democratizing power, Unearthing the roots behind rituals, Un-Stereotyping women, Emphasis on holistic well-being among others, where we look on all these factors in complete-comprehensive depth.

Therefore, the question then arises, “How can brands still be meaningful to consumers?”. The answer lies in our special-insightful thought piece.