Published in 2022

“Ignoring technological change in a financial system based upon technology is like a mouse starving to death because someone moved their cheese.” – Chris Skinner 

Pakistan is a country with a population of over 225 million and growing at a pace of 2% each year. Youth form 60% of the population and with the rate of internet penetration in Pakistan, at least 54% are ripe for a digital revolution.

Covid, a catalyst for Digital Financial Services

We have witnessed a remarkable development in Pakistan’s digital eco-system, Covid-19 simply acted as a catalyst with the slogan of “Stay Home and Stay Safe” which was possible due to the digitally enabled financial channels and interfaces while providing various financial services to the customers. We observed an uplift in the usage of online banking, and payments (EasyPaisa, JazzCash) which supported the lockdown businesses & took off with the online order from channels like Facebook, Amazon, Daraz, FoodPanda, etc with banks being the financial arm of the digital payments. The online transactions increased in volume and value terms showcased digital adoption. A change in user behaviour towards digital platforms also increased the regulatory focus on the fintech sector. Mobile banking transactions increased by 50% and mobile money transactions by 34.3% from 2019 to 2020.

A shift toward digital financial solutions in Pakistan

Published in 2022

“Ignoring technological change in a financial system based upon technology is like a mouse starving to death because someone moved their cheese.” – Chris Skinner 

Pakistan is a country with a population of over 225 million and growing at a pace of 2% each year. Youth form 60% of the population and with the rate of internet penetration in Pakistan, at least 54% are ripe for a digital revolution. 

Covid, a catalyst for Digital Financial Services

We have witnessed a remarkable development in Pakistan’s digital eco-system, Covid-19 simply acted as a catalyst with the slogan of “Stay Home and Stay Safe” which was possible due to the digitally enabled financial channels and interfaces while providing various financial services to the customers. We observed an uplift in the usage of online banking, and payments (EasyPaisa, JazzCash) which supported the lockdown businesses & took off with the online order from channels like Facebook, Amazon, Daraz, FoodPanda, etc with banks being the financial arm of the digital payments. The online transactions increased in volume and value terms showcased digital adoption. A change in user behaviour towards digital platforms also increased the regulatory focus on the fintech sector. Mobile banking transactions increased by 50% and mobile money transactions by 34.3% from 2019 to 2020.

Elucidating the transition from conventional to digital banking

Digital banking is the transition from traditional banking activities that were previously availed through physical presence in the bank branch. Documentation for KYC (Knowing Your Customer) is a time-consuming process that involves manual work from officers and customers. On the other hand a digital account is comparatively easier. 

SBP launches ‘Raast’ commencement of cashless economy

Pakistan has launched ‘Raast,’ the country’s first instant digital payment system. This is the first time the Pakistani government has launched an initiative aimed at boosting government revenue in a country where keeping track of economic transactions is a challenge, owing to high dependency on cash. 

According to the State Bank of Pakistan, (DFS) Digital Financial Services comprise a vast range of financial services through digital channels. This solution will uplift living standards, reduce poverty, decrease the fiscal deficit, and provide equal income opportunities in Pakistan. SBP has directed banks and other financial institutes to increase the transaction limit for Raast person-to-person (P2P) payment service. 

In compliance with the relevant anti-money laundering and counter-financing of terrorism, banks, microfinance banks, and EMIs can set limits in their systems based on the risk profile of their customers. The aggregate transaction limit for Raast payments and available limit for customers will be available on their mobile application and banking portals and shall not be less than interbank funds transfer (IBFT).

The state-of-the-art faster payment system can be used to settle small value retail payments in real time while also providing cheap and universal access to all players in the financial industry, including fintech and banks. This will serve as a direct connection between users located anywhere. Apart from that, this move is aimed to boost the formal economy, increase the financial inclusion of women, and eradicate poverty in the country.

Key Facilitators and barriers

The primary variable to promote DFS (digital financial services) is the literacy rate in Pakistan which for now is 62% and simultaneously focuses on enhancing the internet connectivity services to meet the potential market and to fully operate instant transactions. A case in point is Easy Paisa & Jazz Cash, as they well-orchestrated their execution by educating their target audience and converting them into their user base. The progress of both players has been commendable in connecting the audience of the dislocated locations and the way they built their trust was a hard shell to crack. 

Elucidating the transition from conventional to digital banking

Digital banking is the transition from traditional banking activities that were previously availed through physical presence in the bank branch. Documentation for KYC (Knowing Your Customer) is a time-consuming process that involves manual work from officers and customers. On the other hand a digital account is comparatively easier. 

SBP launches ‘Raast’ commencement of cashless economy

Pakistan has launched ‘Raast,’ the country’s first instant digital payment system. This is the first time the Pakistani government has launched an initiative aimed at boosting government revenue in a country where keeping track of economic transactions is a challenge, owing to high dependency on cash. 

According to the State Bank of Pakistan, (DFS) Digital Financial Services comprise a vast range of financial services through digital channels. This solution will uplift living standards, reduce poverty, decrease the fiscal deficit, and provide equal income opportunities in Pakistan. SBP has directed banks and other financial institutes to increase the transaction limit for Raast person-to-person (P2P) payment service. 

In compliance with the relevant anti-money laundering and counter-financing of terrorism, banks, microfinance banks, and EMIs can set limits in their systems based on the risk profile of their customers. The aggregate transaction limit for Raast payments and available limit for customers will be available on their mobile application and banking portals and shall not be less than interbank funds transfer (IBFT).

The state-of-the-art faster payment system can be used to settle small value retail payments in real time while also providing cheap and universal access to all players in the financial industry, including fintech and banks. This will serve as a direct connection between users located anywhere. Apart from that, this move is aimed to boost the formal economy, increase the financial inclusion of women, and eradicate poverty in the country.

Key Facilitators and barriers

The primary variable to promote DFS (digital financial services) is the literacy rate in Pakistan which for now is 62% and simultaneously focuses on enhancing the internet connectivity services to meet the potential market and to fully operate instant transactions. A case in point is Easy Paisa & Jazz Cash, as they well-orchestrated their execution by educating their target audience and converting them into their user base. The progress of both players has been commendable in connecting the audience of the dislocated locations and the way they built their trust was a hard shell to crack. 

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Published in Nov-Dec 2022

Generations are like trains; there is always another one coming, for those who missed the previous one. Now it is the turn of Generation Alpha, defined as those born from 2010 through 2024.

Though undermined by most marketeers today who prefer living in the paradigm of NOW, Gen Alpha is the call of future – and the tool for a marketeer to future proof themselves. -According to census of 2017 – 2018 approximately 50 million out of 20.7 million population in Pakistan are Gen Alpha, yet another huge chunk like Gen-Z.

But not many brands cater to this Generation as their soft targets – and the ones that cater to them do not cater in a resonating manner. Here are our five tips to cater to Gen Alpha coming straight from OULA thought labs

A knock by Gen Alpha

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Published in Nov-Dec 2022

Generations are like trains; there is always another one coming, for those who missed the previous one. Now it is the turn of Generation Alpha, defined as those born from 2010 through 2024

Though undermined by most marketeers today who prefer living in the paradigm of NOW, Gen Alpha is the call of future – and the tool for a marketeer to future proof themselves. -According to census of 2017 – 2018 approximately 50 million out of 20.7 million population in Pakistan are Gen Alpha, yet another huge chunk like Gen-Z.
But not many brands cater to this Generation as their soft targets – and the ones that cater to them do not cater in a resonating manner. Here are our five tips to cater to Gen Alpha coming straight from OULA thought labs

1. Customization in content is key to communicate:

Not born in the era of a shared screen with family, unfamiliar with the concept of TV time, these are young consumers who create and navigate content that is customized to their preferences. To this generation, generic content pushed for all age cohorts is neither appreciated nor resonated with

1. Customization in content is key to communicate:

Not born in the era of a shared screen with family, unfamiliar with the concept of TV time, these are young consumers who create and navigate content that is customized to their preferences. To this generation, generic content pushed for all age cohorts is neither appreciated nor resonated with

2. Disruption is a norm:

Born in an era with a lot of political uncertainty, economic crunches and Covid as a new reality of their lives, this is a generation that defends, absorbs and grows through disruption. For them the world is ever evolving, and this is what they love about it. To connect with these consumers, brands too need to be ever evolving. Brands need to develop a dynamic profile because change for Gen Alpha is a symbol of life

3. Do not treat them like the kids you know:

2. Disruption is a norm:

Born in an era with a lot of political uncertainty, economic crunches and Covid as a new reality of their lives, this is a generation that defends, absorbs and grows through disruption. For them the world is ever evolving, and this is what they love about it. To connect with these consumers, brands too need to be ever evolving. Brands need to develop a dynamic profile because change for Gen Alpha is a symbol of life

3. Do not treat them like the kids you know:

Yes! they are kids but not like the kids you know! They are efficient, smart and creative. They know how to navigate many challenges better than generations before them. Even their needs to play, learn and nurture are different than the generations before them. Have you noticed them asking questions about the realities of life which you have never thought about before. This can be thanks to the limit-less library of digital content they access through YouTube, Netflix & kid’s channels. Infotainment is the genre they appreciate and enjoy the most

Yes! they are kids but not like the kids you know! They are efficient, smart and creative. They know how to navigate many challenges better than generations before them. Even their needs to play, learn and nurture are different than the generations before them. Have you noticed them asking questions about the realities of life which you have never thought about before. This can be thanks to the limit-less library of digital content they access through YouTube, Netflix & kid’s channels. Infotainment is the genre they appreciate and enjoy the most

4. Individual identity is important to them:

This generation is unique in that it has been raised by collectivist millennials who rarely conflict with the societies around them, and Gen Z as the neighbours who consider themselves as the real change in this world. This generation understands that a balance between both is important and hence for them societies and communities are ways to thrive, but connections are built around individual identities and passion points.  They share the world around them and invite others to be a part of their lives. The divide between their public and private spaces is very thin.

4. Individual identity is important to them:

This generation is unique in that it has been raised by collectivist millennials who rarely conflict with the societies around them, and Gen Z as the neighbours who consider themselves as the real change in this world. This generation understands that a balance between both is important and hence for them societies and communities are ways to thrive, but connections are built around individual identities and passion points.  They share the world around them and invite others to be a part of their lives. The divide between their public and private spaces is very thin.

5. They will always find a way:

It is important to understand that these consumers are born in the era of possibilities. They have possibilities around them courtesy digital interventions and they are willing to enjoy the world finding solutions to all problems that they have. For them “no” is not an option as they believe in fluid realities of life. If no comes up as an answer they will always re-evaluate their question and change it till something comes to their logic

5. They will always find a way:

It is important to understand that these consumers are born in the era of possibilities. They have possibilities around them courtesy digital interventions and they are willing to enjoy the world finding solutions to all problems that they have. For them “no” is not an option as they believe in fluid realities of life. If no comes up as an answer they will always re-evaluate their question and change it till something comes to their logic

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Noaman Asar

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar.


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Author’s Profile

Noaman Asar

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar.

Published in 2022

Many forms of tobacco advertising and promotion are prohibited, including advertisements on domestic TV, radio, print media, billboards, point of sale advertising and product display, direct targeting of individuals, and retailer incentive programs. Most other forms of advertising and promotion are allowed. There are some restrictions on tobacco sponsorship and the publicity of such sponsorship.

The Ministry of Health has issued one warning message which contains both a picture and text that must be placed on all cigarette packs. The warning must occupy 60 percent of the pack and be placed on the front top of the pack in Urdu and on the back top of the pack in English. However, health warnings graphics are not required on smokeless tobacco products.

https://www.tobaccocontrollaws.org/legislation/pakistan/summary

How are companies communicating with these restrictions?

We have seen over the last decade that promotional activities of traditional cigarettes have been limited due to legal restrictions. With little room, tobacco companies have to be very effective with the campaign that they can run.

We have also  seen in more recent times that campaigns are mostly run via pack inserts i.e., a small ticket inside the pack which can be seen once the pack is opened. In addition to pack inserts, companies are now launching different LEPs (Limited Edition Packs) to keep smokers engaged. While from the price point, we can still see price boards at the shop telling smokers prices of the pack.

However, for the smokeless tobacco/ nicotine products there is still a grey area which has allowed the industry to run different campaigns. One example from Pakistan’s market is the Velo Sound Station.

Advertisements in FMC (Fine Manufactured Cigarettes) Category

Published in 2022

Many forms of tobacco advertising and promotion are prohibited, including advertisements on domestic TV, radio, print media, billboards, point of sale advertising and product display, direct targeting of individuals, and retailer incentive programs. Most other forms of advertising and promotion are allowed. There are some restrictions on tobacco sponsorship and the publicity of such sponsorship.

The Ministry of Health has issued one warning message which contains both a picture and text that must be placed on all cigarette packs. The warning must occupy 60 percent of the pack and be placed on the front top of the pack in Urdu and on the back top of the pack in English. However, health warnings graphics are not required on smokeless tobacco products.

https://www.tobaccocontrollaws.org/legislation/pakistan/summary

How are companies communicating with these restrictions?

We have seen over the last decade that promotional activities of traditional cigarettes have been limited due to legal restrictions. With little room, tobacco companies have to be very effective with the campaign that they can run.

We have also  seen in more recent times that campaigns are mostly run via pack inserts i.e., a small ticket inside the pack which can be seen once the pack is opened. In addition to pack inserts, companies are now launching different LEPs (Limited Edition Packs) to keep smokers engaged. While from the price point, we can still see price boards at the shop telling smokers prices of the pack.

However, for the smokeless tobacco/ nicotine products there is still a grey area which has allowed the industry to run different campaigns. One example from Pakistan’s market is the Velo Sound Station.

Effectiveness of available communication options

Pack inserts are usually low cost and effective because of being highly targeted in nature helping brands increase their Loyalty. A Harvard Business Review says that a 5% increase in customer retention could lead to an up to 95% profit increase. It is therefore vital that sellers take advantage of all the tools that they have at their disposal to retain customers.

Pack inserts are also very effective in generating awareness about a change or new product to be launched.

https://www.retain.me/blog/the-ultimate-guide-to-packaging-inserts

Limited-edition cans create a sense of exclusivity and prestige, which drives sales. Limited-edition designs add extra value to products because they become collector’s items (especially when they have a unique design). Special edition packaging can solidify a long-term connection with your customers. Limited-edition packaging brings excitement to an old product and keeps users engaged.

Limited edition pack design provides brand managers with the options of relating the brand to some triggers that might be of interest to target audience and hence can improve equity. For instance, Heinz used a can design from 60 years ago for a link with Fortnum & Mason, where its beans were first sold. It drove huge PR value and brand equity

 https://theuniquegroup.com/why-limited-edition-packaging-works/

Effectiveness of available communication options

Pack inserts are usually low cost and effective because of being highly targeted in nature helping brands increase their Loyalty. A Harvard Business Review says that a 5% increase in customer retention could lead to an up to 95% profit increase. It is therefore vital that sellers take advantage of all the tools that they have at their disposal to retain customers.

Pack inserts are also very effective in generating awareness about a change or new product to be launched.

https://www.retain.me/blog/the-ultimate-guide-to-packaging-inserts

Limited-edition cans create a sense of exclusivity and prestige, which drives sales. Limited-edition designs add extra value to products because they become collector’s items (especially when they have a unique design). Special edition packaging can solidify a long-term connection with your customers. Limited-edition packaging brings excitement to an old product and keeps users engaged.

Limited edition pack design provides brand managers with the options of relating the brand to some triggers that might be of interest to target audience and hence can improve equity. For instance, Heinz used a can design from 60 years ago for a link with Fortnum & Mason, where its beans were first sold. It drove huge PR value and brand equity

 https://theuniquegroup.com/why-limited-edition-packaging-works/

By: Noaman Asar

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Published in Nov-Dec 2022

As the habits evolve with every generation, it is safe to say that Gen Z is the most impatient of the generations so far. They will be the first to leave the queue when it’s too long, hang up when on hold, and skip the ad when watching YouTube. But all is not doom when it comes to understanding this particular market.

Understanding this fast-paced, always “logged in” generation and being able to cater to their needs is of key to the success of any marketeer. But when marketing in Pakistan, the urgency to better communicate with the Gen Z is only multiplied. Comprising nearly 30% of the Pakistani population, they are not only a huge population group but also one that forms its consumer market. Pakistani Gen Z are the future of our economy.

Understanding Pakistani New Consumers

By: Noaman Asar

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Published in Nov-Dec 2022

As the habits evolve with every generation, it is safe to say that Gen Z is the most impatient of the generations so far. They will be the first to leave the queue when it’s too long, hang up when on hold, and skip the ad when watching YouTube. But all is not doom when it comes to understanding this particular market.

Understanding this fast-paced, always “logged in” generation and being able to cater to their needs is of key to the success of any marketeer. But when marketing in Pakistan, the urgency to better communicate with the Gen Z is only multiplied. Comprising nearly 30% of the Pakistani population, they are not only a huge population group but also one that forms its consumer market. Pakistani Gen Z are the future of our economy.

But first, who are the Gen Z?

While Millennials were the witnesses of the digital revolution and 9/11, it is the Gen Z which grew up in its political aftermath and are the ones who truly embrace “the digital” as second nature. Born after 1997, these digital natives have little or no memory of the world as it existed before smartphones. Mobile devices, internet band-width, wifi are all part of their everyday vocabulary and they are wired to take in information that is disseminated in bite-sized text, and visually. All of this has had a direct impact on the way they think, consume information and communicate with each other and with the world at large.

But first, who are the Gen Z?

While Millennials were the witnesses of the digital revolution and 9/11, it is the Gen Z which grew up in its political aftermath and are the ones who truly embrace “the digital” as second nature. Born after 1997, these digital natives have little or no memory of the world as it existed before smartphones. Mobile devices, internet band-width, wifi are all part of their everyday vocabulary and they are wired to take in information that is disseminated in bite-sized text, and visually. All of this has had a direct impact on the way they think, consume information and communicate with each other and with the world at large.

What is unique about the Pakistani Gen Z?

As a marketeer, the most exciting fact about the Pakistani Gen Z is its sheer size. Pakistan, which has 60-65% of its population below the age of 30, also boasts of the largest Gen Z population in the world. Although, Nigeria, India and Indonesia too have huge Gen Z populations, Pakistan in comparison has a bigger agency population and in a most “densely” populated country.

Added to the above, Pakistan’s unique culture and socio-political nature, all make Pakistani Gen Z different from their counterparts around the world, and therefore worth studying closely for a marketeer wishing to communicate with them.

Pakistani Gen Z: Fact vs myth

What is unique about the Pakistani Gen Z?

As a marketeer, the most exciting fact about the Pakistani Gen Z is its sheer size. Pakistan, which has 60-65% of its population below the age of 30, also boasts of the largest Gen Z population in the world. Although, Nigeria, India and Indonesia too have huge Gen Z populations, Pakistan in comparison has a bigger agency population and in a most “densely” populated country.

Added to the above, Pakistan’s unique culture and socio-political nature, all make Pakistani Gen Z different from their counterparts around the world, and therefore worth studying closely for a marketeer wishing to communicate with them.

Pakistani Gen Z: Fact vs myth

Student

Unmarried,

and with little or no money to spend!

That’s what comes to mind when we think of the Gen Z.

It is easy to fall prey of viewing this group in a singular manner. The reality, however, is far from the above. Pakistani Gen Z not only forms 25% of its economically active population but is also very diverse. Only 20 percent of the Pakistani Gen Z in urban areas classify themselves as students. Similarly, only 49 percent of them say that they are single.

What this implies in the marketing world is that if a brand wants to represent students in a communication, then of course, Gen Z is the most relevant age group to represent even though it forms only 20% of this consumer group. But, if we want to show the Gen Z as a whole, then showing them as students would be a grossly incorrect representation of that population group.

Student

Unmarried,

and with little or no money to spend!

That’s what comes to mind when we think of the Gen Z.

It is easy to fall prey of viewing this group in a singular manner. The reality, however, is far from the above. Pakistani Gen Z not only forms 25% of its economically active population but is also very diverse. Only 20 percent of the Pakistani Gen Z in urban areas classify themselves as students. Similarly, only 49 percent of them say that they are single.

What this implies in the marketing world is that if a brand wants to represent students in a communication, then of course, Gen Z is the most relevant age group to represent even though it forms only 20% of this consumer group. But, if we want to show the Gen Z as a whole, then showing them as students would be a grossly incorrect representation of that population group.

Gen Z is difficult to please

Yet another myth to be broken?

Gen Z may be difficult to please but only because we have not taken time out to understand and cater to them.

A very interesting piece of study known as the Barometer study conducted at Kantar helped measure how people have reacted to Covid in Pakistan. What we noticed in that study, was that Gen Z were the most impatient to break free of the covid-related restrictions and move on with life. This impatience is characteristic of the Gen Z, who if given the option, will be the first to leave a long queue, hang up when on hold for eternity, and skip an ad on Youtube. This does not mean that Gen Z are difficult to please but that we are not addressing their needs the way it is unique to them.

What we also learnt from our research was that whereas consumption slowed down amongst other pockets of the Pakistani population, Gen Z helped evolve and drive the consumption habits positively. The rise of digital retail, and online shopping seen during Covid has transformed the way we shop today. We learnt that if businesses want to continue growing the economy via consumption then online shopping is going to play a very important role and Gen Z as a population that is going to really drive that growth.

Gen Z is difficult to please

Yet another myth to be broken?

Gen Z may be difficult to please but only because we have not taken time out to understand and cater to them.

A very interesting piece of study known as the Barometer study conducted at Kantar helped measure how people have reacted to Covid in Pakistan. What we noticed in that study, was that Gen Z were the most impatient to break free of the covid-related restrictions and move on with life. This impatience is characteristic of the Gen Z, who if given the option, will be the first to leave a long queue, hang up when on hold for eternity, and skip an ad on Youtube. This does not mean that Gen Z are difficult to please but that we are not addressing their needs the way it is unique to them.

What we also learnt from our research was that whereas consumption slowed down amongst other pockets of the Pakistani population, Gen Z helped evolve and drive the consumption habits positively. The rise of digital retail, and online shopping seen during Covid has transformed the way we shop today. We learnt that if businesses want to continue growing the economy via consumption then online shopping is going to play a very important role and Gen Z as a population that is going to really drive that growth.

Gen Z are easily influenced!

This is probably a fact!

With a digital-native population that is impatient and doesn’t have the time to watch traditional ads, all is not doom when it comes to understanding this particular market. Research also shows, that Gen Z will be the first ones to pick the phone up and contact a business if it appeals to them online.

This is why businesses like the fashion industry which have a digital presence and are able to use the digital medium cleverly are booming and will continue to do so in the future. They appeal to socio-cultural traits of the younger population, and have also been quick to adopt and create their digital accessibility.

This generation is influenced when their senses are appealed to. They are anxious to not miss out any new fad, but also smart enough to make sure that it has been endorsed and reviewed by many. For this generation, the opinion of others matters in them making wise decisions and for this very reason, they can see through the endorsements of celebrities and traditional advertisements but are more likely to be influenced by “influencers.” Influencers can be celebrities willing to expose their personal lives, but also members of the larger public whose lives, aspirations, challenges and dreams align with their audience’s and therefore make them more credible.

So what do we do?

Gen Z has little time and wants its shopping at its doorstep with the least hassle

Pacing ourselves up and embracing technology so as to make this audience’s shopping experience hassle-free and as close to reality as possible is clearly the need of the hour!

Take the Metaverse – it is a reality that will fast shape the future of shopping, and marketing in the future. Metaverse is basically web 3.0 which takes advantage of augmented reality and helps create a virtual space where where buyers will be able to interact with Brands as they would in “real” life.

If we think about traditional media like TV and even videos,

They are a very singular communication in the sense that we are only catering to the visual and the audio senses of our consumers. Metaverse will also communicate to our other senses. Given the truly digital nature of the Gen Z, it should come as no surprise when the younger population will adopt and adapt to this meta world very quickly. No wonder Facebook has been quick enough to change its brand name to Meta and it is time we geared up to this virtual reality too.

By addressing the soft spots of this audience and entering their communication spaces, the Gen Z can be turned into loyal customers.

Gen Z are taking in their information from multiple sources and screens. They are faced with a data overload and are therefore understandably anxious. It is our job then to communicate to this kind of a population in a very light manner.

We want to quickly communicate our point, and make it easily digestible while remaining meaningful. This implies that a lot of affinity to the brand needs to be created while catering to their need

Gen Z are easily influenced!

This is probably a fact!

With a digital-native population that is impatient and doesn’t have the time to watch traditional ads, all is not doom when it comes to understanding this particular market. Research also shows, that Gen Z will be the first ones to pick the phone up and contact a business if it appeals to them online.

This is why businesses like the fashion industry which have a digital presence and are able to use the digital medium cleverly are booming and will continue to do so in the future. They appeal to socio-cultural traits of the younger population, and have also been quick to adopt and create their digital accessibility.

This generation is influenced when their senses are appealed to. They are anxious to not miss out any new fad, but also smart enough to make sure that it has been endorsed and reviewed by many. For this generation, the opinion of others matters in them making wise decisions and for this very reason, they can see through the endorsements of celebrities and traditional advertisements but are more likely to be influenced by “influencers.” Influencers can be celebrities willing to expose their personal lives, but also members of the larger public whose lives, aspirations, challenges and dreams align with their audience’s and therefore make them more credible.

So what do we do?

Gen Z has little time and wants its shopping at its doorstep with the least hassle.

Pacing ourselves up and embracing technology so as to make this audience’s shopping experience hassle-free and as close to reality as possible is clearly the need of the hour!

Take the Metaverse – it is a reality that will fast shape the future of shopping, and marketing in the future. Metaverse is basically web 3.0 which takes advantage of augmented reality and helps create a virtual space where where buyers will be able to interact with Brands as they would in “real” life.

If we think about traditional media like TV and even videos,

They are a very singular communication in the sense that we are only catering to the

visual and the audio senses of our consumers. Metaverse will also communicate to our other senses. Given the truly digital nature of the Gen Z, it should come as no surprise when the younger population will adopt and adapt to this meta world very quickly. No wonder Facebook has been quick enough to change its brand name to Meta and it is time we geared up to this virtual reality too.

By addressing the soft spots of this audience and entering their communication spaces, the Gen Z can be turned into loyal customers.

Gen Z are taking in their information from multiple sources and screens. They are faced with a data overload and are therefore understandably anxious. It is our job then to communicate to this kind of a population in a very light manner.

We want to quickly communicate our point, and make it easily digestible while remaining meaningful. This implies that a lot of affinity to the brand needs to be created while catering to their need.

What the future looks like

Gen Z’s reliance on online shopping brings with it growth opportunities. They are the future of the market. If we will ignore them in Pakistan, we will ignore a population that defines what the market is all about. They are the ones who are going to use online platforms for purchases. However, it is also true that as brand managers, we are not prepared right now. And therefore, understanding Gen Z becomes crucially important.

What the future looks like

Gen Z’s reliance on online shopping brings with it growth opportunities. They are the future of the market. If we will ignore them in Pakistan, we will ignore a population that defines what the market is all about. They are the ones who are going to use online platforms for purchases. However, it is also true that as brand managers, we are not prepared right now. And therefore, understanding Gen Z becomes crucially important.

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Author’s Profile

Noaman Asar

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar.


| LinkedIn

Author’s Profile

Noaman Asar

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar.

Shaza Shabbir
Associate GM – Insights
Published in Sept 2022

We live in a world powered by ubiquitous connectivity and intertwined social media platforms, which guzzle and release a plethora of trends and fads every second that passes. It is also no surprise that more than half of the population globally is tied in or linked up, while social media users are growing exponentially. The situation is no different in Pakistan, where internet penetration has hit a mass, with around 54% of users also seeming to participate in “online” research for lifestyle and beauty products daily.

Everyone is a skincare expert!

The richness of digitally available knowledge on beauty makes it simpler for customers to assume the role of skincare experts themselves. It has become harder to woo customers with just  the bare minimum description and selling pitch. Today’s consumer needs full disclosure, sophistication, and simplicity. Therefore, to meet evolving requirements, companies need to ace their game by not only hopping onto the global beauty bandwagon but also sticking to the country-specific guardrails to stay relevant and desirable.

Redefinition of Beauty Landscape

Shaza Shabbir
Associate GM – Insights
Published in Sept 2022

We live in a world powered by ubiquitous connectivity and intertwined social media platforms, which guzzle and release a plethora of trends and fads every second that passes. It is also no surprise that more than half of the population globally is tied in or linked up, while social media users are growing exponentially. The situation is no different in Pakistan, where internet penetration has hit a mass, with around 54% of users also seeming to participate in “online” research for lifestyle and beauty products daily.

Everyone is a skincare expert!

The richness of digitally available knowledge on beauty makes it simpler for customers to assume the role of skincare experts themselves. It has become harder to woo customers with just  the bare minimum description and selling pitch. Today’s consumer needs full disclosure, sophistication, and simplicity. Therefore, to meet evolving requirements, companies need to ace their game by not only hopping onto the global beauty bandwagon but also sticking to the country-specific guardrails to stay relevant and desirable.

With a global lens and social listening across multiple social media (TikTok views, Instagram hashtags and Google searches), specialized and sophisticated skin-care regimes dominated beauty trends this year. Beauty product buyers stepped away from harsh scented products and towards simple or natural offers, whereas the top trending skincare topics revolved around SPF usage, achieving glass skin and adoption of ceramides as a part of skincare routine.

With a global lens and social listening across multiple social media (TikTok views, Instagram hashtags and Google searches), specialized and sophisticated skin-care regimes dominated beauty trends this year. Beauty product buyers stepped away from harsh scented products and towards simple or natural offers, whereas the top trending skincare topics revolved around SPF usage, achieving glass skin and adoption of ceramides as a part of skincare routine.

When the Lines Blur

Furthermore, the line between beauty and skincare is blurring; an increasing number of consumers follow morning/evening beauty routines to achieve the best quality skin as they move towards naturalness and skin-deep beauty. Thus, it is right to say skincare enthusiasts would rather indulge in a morning routine instead of just swiping on a highlighter, to get the trendy glowing look of today.

Pakistan’s beauty equation

Zooming in on Pakistan, the long-destined reshaping of beauty space accelerated in the pandemic, especially amongst  the vast base of youth which is always eager to adopt and experiment.

Pakistan has a big chunk of young consumers, with around 80% population falling below the age of 40 – he bullseye age range for most beauty and personal care brands. And this growing population promises more prospective shoppers for brands to go after. However, the rapid multiplication of brands in both local & international markets, toughens the game. Every brand should work harder to remain relevant and increase penetration each year.

The post-COVID era played a pivotal part in redefining needs and expectations. Consumers are becoming increasingly conscious and prudent about the products they purchase. With rising inflation, and shallower pockets shoppers were pushed to evaluate their options in choosing the brands that offer holistic and skin-deep wellness, while  standing for their value.

Be it face creams, soaps or shampoos, masses are looking for more natural and long-lasting benefits. They have moved away from superficial and transitory gimmicks like fairer skin to deep nourishment and lasting benefits. Even so, in hair care, beauty enthusiasts are more inclined towards shampoos that leave the scalp healthy, packed with a feeling of cleanliness & freshness.

In this era, manufacturers in the beauty industry must evaluate how Pakistani lifestyles have changed, identify the white spaces, andemerging needs and occasions, to position themselves differently to top up their game.

If you need to know more about the beauty landscape of Pakistan and the ever-evolving trends packed here, feel free to reach out to us at info.pakistan@1oula.com

When the Lines Blur

Furthermore, the line between beauty and skincare is blurring; an increasing number of consumers follow morning/evening beauty routines to achieve the best quality skin as they move towards naturalness and skin-deep beauty. Thus, it is right to say skincare enthusiasts would rather indulge in a morning routine instead of just swiping on a highlighter, to get the trendy glowing look of today.

Pakistan’s beauty equation

Zooming in on Pakistan, the long-destined reshaping of beauty space accelerated in the pandemic, especially amongst  the vast base of youth which is always eager to adopt and experiment.

Pakistan has a big chunk of young consumers, with around 80% population falling below the age of 40 – he bullseye age range for most beauty and personal care brands. And this growing population promises more prospective shoppers for brands to go after. However, the rapid multiplication of brands in both local & international markets, toughens the game. Every brand should work harder to remain relevant and increase penetration each year.

The post-COVID era played a pivotal part in redefining needs and expectations. Consumers are becoming increasingly conscious and prudent about the products they purchase. With rising inflation, and shallower pockets shoppers were pushed to evaluate their options in choosing the brands that offer holistic and skin-deep wellness, while  standing for their value.

Be it face creams, soaps or shampoos, masses are looking for more natural and long-lasting benefits. They have moved away from superficial and transitory gimmicks like fairer skin to deep nourishment and lasting benefits. Even so, in hair care, beauty enthusiasts are more inclined towards shampoos that leave the scalp healthy, packed with a feeling of cleanliness & freshness.

In this era, manufacturers in the beauty industry must evaluate how Pakistani lifestyles have changed, identify the white spaces, andemerging needs and occasions, to position themselves differently to top up their game.

If you need to know more about the beauty landscape of Pakistan and the ever-evolving trends packed here, feel free to reach out to us at info.pakistan@1oula.com

Sohaib Ejaz
General Manager – Insights
Published in Sept 2022

The “tobacco scare” or the rising fear around tobacco products is associated with two prime factors. The first being our ever-changing lifestyles; the second being the more obvious reason, the risks to health associated with consuming tobacco products. Furthermore, legal restrictions on promotions and activations of the product combined with autocratic pricing by the respective Governments are a barrier to sales. Price has always been a deciding factor for consumers. Increases in prices have shown an inverse relation with sales and hence the declining number of product users.

The first step in revolutionizing the industry

The growing concern around and awareness of the adverse health effects of using tobacco products in both consumers and society, while tending to the declining popularity was a dilemma that could have most easily taken the industry backward. Yet, their “around-the-problem” approach led them to question, “an we give alternate choices to smokers for potentially reduced-risk products?”. This approach has been the cornerstone of the tobacco industry’s evolution in this past decade. With the introduction of alternatives such as Vapes, Tobacco Heating Products and Modern Oral Products, the tobacco industry changed the game of tobacco consumption via innovation.

What if the last smoker quits?

Sohaib Ejaz
General Manager – Insights
Published in Sept 2022

The “tobacco scare” or the rising fear around tobacco products is associated with two prime factors. The first being our ever-changing lifestyles; the second being the more obvious reason, the risks to health associated with consuming tobacco products. Furthermore, legal restrictions on promotions and activations of the product combined with autocratic pricing by the respective Governments are a barrier to sales. Price has always been a deciding factor for consumers. Increases in prices have shown an inverse relation with sales and hence the declining number of product users.

The first step in revolutionizing the industry

The growing concern around and awareness of the adverse health effects of using tobacco products in both consumers and society, while tending to the declining popularity was a dilemma that could have most easily taken the industry backward. Yet, their “around-the-problem” approach led them to question, “an we give alternate choices to smokers for potentially reduced-risk products?”. This approach has been the cornerstone of the tobacco industry’s evolution in this past decade. With the introduction of alternatives such as Vapes, Tobacco Heating Products and Modern Oral Products, the tobacco industry changed the game of tobacco consumption via innovation.

How is it faring?

Tobacco companies that focus on the NGPs (Next Generation Products) have so far come up with broadly three types of products:

1. E-cigarettes use batteries and liquid (nicotine / non-nicotine) with different types in the market, the latest include the pods feature. Liquid pods are commonly available at many stores and are easily replaceable by consumers. Juul is an example of such technology.
2. A tobacco heating product (THP) is a device that heats the stick and allows users to take the nicotine without actually burning the cigarette. PMI is the dominant market holder with their “IQOS”.
3. NGPs, the more popular Modern Oral category product, are small nicotine pouches, placed between gum and teeth (NOT to be Chewed). In Pakistan, we may associate this with the name “Velo”

E-cigarettes and THPs have been in the global market for some time now, with noticeable penetration in developed countries such as Japan and the USA. Developing countries are not far behind, as consumers opt for imported products. Modern Oral is still new to many markets, but companies that delicately focus on reducing dependence on traditional FMC while offering potentially reduced risks are bracing for success.

In Pakistan, one of the reasons why Modern Oral has been able to gather such an audience is credit to the consistency showcased by the brands in making it a success based on data-driven decisions. Data generated from different consumer surveys has helped the brand to alter the product by seeing the needs of consumers. Be it pricing, packaging or the product experience by early adopters, the data received from consumer surveys has significantly contributed to improving and expanding the foothold in this new category. However, the landscape of tobacco industry is changing at a super-fast rate, and if you need to know more about the latest trends in tobacco industry, feel free to speak with us and reach out to us at info.pakistan@1oula.com

How is it faring?

Tobacco companies that focus on the NGPs (Next Generation Products) have so far come up with broadly three types of products:

1. E-cigarettes use batteries and liquid (nicotine / non-nicotine) with different types in the market, the latest include the pods feature. Liquid pods are commonly available at many stores and are easily replaceable by consumers. Juul is an example of such technology.
2. A tobacco heating product (THP) is a device that heats the stick and allows users to take the nicotine without actually burning the cigarette. PMI is the dominant market holder with their “IQOS”.
3. NGPs, the more popular Modern Oral category product, are small nicotine pouches, placed between gum and teeth (NOT to be Chewed). In Pakistan, we may associate this with the name “Velo”

E-cigarettes and THPs have been in the global market for some time now, with noticeable penetration in developed countries such as Japan and the USA. Developing countries are not far behind, as consumers opt for imported products. Modern Oral is still new to many markets, but companies that delicately focus on reducing dependence on traditional FMC while offering potentially reduced risks are bracing for success.

In Pakistan, one of the reasons why Modern Oral has been able to gather such an audience is credit to the consistency showcased by the brands in making it a success based on data-driven decisions. Data generated from different consumer surveys has helped the brand to alter the product by seeing the needs of consumers. Be it pricing, packaging or the product experience by early adopters, the data received from consumer surveys has significantly contributed to improving and expanding the foothold in this new category. However, the landscape of tobacco industry is changing at a super-fast rate, and if you need to know more about the latest trends in tobacco industry, feel free to speak with us and reach out to us at info.pakistan@1oula.com

Qasim Ali
General Manager – Insights
Published in Sept 2022

“Why do we pay for a free-for-all, natural, common, and almost unprocessed”. If you want to truly understand marketing, you can do so by grasping this statement.

71% of the earth is based on water. We as humans are commonly surrounded by it using it for numerous purposes, but most importantly for survival drinking.

The word beverage is a common jargon for liquids used for drinking. They help us quench our thirst, recharge the body, kick start our day, or even improve our health. But beverage consumption has evolved beyond the functional needs and into more evolved emotional needs such as ice breaking & bonding.

The most popular beverage consumed around the world is not coffee or Coca-Cola (my personal favourites) but interestingly, tea – he favourite beverage of the Sub-continent and China cultivated in 2700 B.C. According to the Food and Agriculture Organization of the United Nations, annual global production of tea is USD 17 billion, which is more than the GDP of Georgia. Pakistan spends an estimated 500 million Euros on tea, where the business opportunities are ripe as they get. Tea is preferred at any hour of the day, from bright mornings to dull evenings or even while relaxing in the night. Tea can be consumed as is or with a snack, hence opening the doors for complimentary products to market themselves.

Beverages: A world of opportunities for Marketers

Qasim Ali
General Manager – Insights
Published in Sept 2022

“Why do we pay for a free-for-all, natural, common, and almost unprocessed”. If you want to truly understand marketing, you can do so by grasping this statement.

71% of the earth is based on water. We as humans are commonly surrounded by it using it for numerous purposes, but most importantly for survival drinking.

The word beverage is a common jargon for liquids used for drinking. They help us quench our thirst, recharge the body, kick start our day, or even improve our health. But beverage consumption has evolved beyond the functional needs and into more evolved emotional needs such as ice breaking & bonding.

The most popular beverage consumed around the world is not coffee or Coca-Cola (my personal favourites) but interestingly, tea – he favourite beverage of the Sub-continent and China cultivated in 2700 B.C. According to the Food and Agriculture Organization of the United Nations, annual global production of tea is USD 17 billion, which is more than the GDP of Georgia. Pakistan spends an estimated 500 million Euros on tea, where the business opportunities are ripe as they get. Tea is preferred at any hour of the day, from bright mornings to dull evenings or even while relaxing in the night. Tea can be consumed as is or with a snack, hence opening the doors for complimentary products to market themselves.

As a researcher the biggest trend I pick today in beverage industry of Pakistan is the shift in boundaries of hot and cold beverages. With players like Nescafe coming up with interesting propositions like cold coffee, and carbonated soft drinks coming up with variety of flavours like 7 up strawberry, and tea giants Tapal stepping the territory of coffee, the “beverage” category is more dynamic than ever before and growing at a super-fast pace.

If you are interested in a quick discussion around beverages landscape or want to know details around the beverage consumption in Pakistan, feel free to mail us at info.pakistan@1oula.com

As a researcher the biggest trend I pick today in beverage industry of Pakistan is the shift in boundaries of hot and cold beverages. With players like Nescafe coming up with interesting propositions like cold coffee, and carbonated soft drinks coming up with variety of flavours like 7 up strawberry, and tea giants Tapal stepping the territory of coffee, the “beverage” category is more dynamic than ever before and growing at a super-fast pace.

If you are interested in a quick discussion around beverages landscape or want to know details around the beverage consumption in Pakistan, feel free to mail us at info.pakistan@1oula.com

Aaqifa Butt
General Manager – Insights
Published in Sept 2022

‘It’s no longer the Big beating the Small, but the Fast beating the Slow’  – Eric Pearson

Digitalization is becoming increasingly important for the Telecom sector to remain competitive in the market, especially in the era where speed is the essence of everything. This digitalization has transformed customers’ lives by creating new prospects for businesses in the world around us.

The wider availability and use of modern technologies such as mobile phones, artificial intelligence (AI), cloud, big data, and analytics have dramatically altered our way of living, working, and interacting with each other. With these opportunities, there come several challenges as well. The mobility and fast pace are forcing the use of wireless technologies, while people are investing more in mobile devices. With this investment, the demand for efficiency is also becoming more critical.

5G, being perceived as the source of the fastest speed and lesser latency, is bringing new promise for the data users particularly. This is not just an upgrade, but it is a whole new world on its own which will offer the ability to connect as many devices at once i.e., an actual ‘real-time’ experience. Moreover, this high connectivity allows shifting toward the Cloud and smaller IoT devices, resulting in lesser manufacturing and maintenance costs and more proficiency for Telco operators. 5G has enormous growth potential in it for the growth and changing of the lifestyle.

THE ERA OF DIGITALIZATION – 5G

Aaqifa Butt
General Manager – Insights
Published in Sept 2022

‘It’s no longer the Big beating the Small, but the Fast beating the Slow’  – Eric Pearson

Digitalization is becoming increasingly important for the Telecom sector to remain competitive in the market, especially in the era where speed is the essence of everything. This digitalization has transformed customers’ lives by creating new prospects for businesses in the world around us.

The wider availability and use of modern technologies such as mobile phones, artificial intelligence (AI), cloud, big data, and analytics have dramatically altered our way of living, working, and interacting with each other. With these opportunities, there come several challenges as well. The mobility and fast pace are forcing the use of wireless technologies, while people are investing more in mobile devices. With this investment, the demand for efficiency is also becoming more critical.

5G, being perceived as the source of the fastest speed and lesser latency, is bringing new promise for the data users particularly. This is not just an upgrade, but it is a whole new world on its own which will offer the ability to connect as many devices at once i.e., an actual ‘real-time’ experience. Moreover, this high connectivity allows shifting toward the Cloud and smaller IoT devices, resulting in lesser manufacturing and maintenance costs and more proficiency for Telco operators. 5G has enormous growth potential in it for the growth and changing of the lifestyle.

‘5G is going to be the next backbone of industrial framework’

Digitalization – 5G – is enabling telecom companies to gain this opportunity to rebuild their market image and positioning, by providing innovative solutions to their customers. Telecom Sector has a key role in this digital revolution that has been enabled around us by providing several applications with increased access and interconnectivity. The focus is more on improving engagement with consumers in the way they require. In this regard, the most important areas to be kept in mind are personalization and self-service which are most in-demand and also more likely to be evolved in the near future.

If we talk about the next decade, it would be remarkably different from what the past looked like, where every industry will have to be prepared in advance to take full advantage of this transformation whether in the lives of customers, or the whole economy around us.

If you are interested in a quick discussion around the telecom landscape or want to know details around the beverage consumption in Pakistan, feel free to mail us at info.pakistan@1oula.com

‘5G is going to be the next backbone of industrial framework’

Digitalization – 5G – is enabling telecom companies to gain this opportunity to rebuild their market image and positioning, by providing innovative solutions to their customers. Telecom Sector has a key role in this digital revolution that has been enabled around us by providing several applications with increased access and interconnectivity. The focus is more on improving engagement with consumers in the way they require. In this regard, the most important areas to be kept in mind are personalization and self-service which are most in-demand and also more likely to be evolved in the near future.

If we talk about the next decade, it would be remarkably different from what the past looked like, where every industry will have to be prepared in advance to take full advantage of this transformation whether in the lives of customers, or the whole economy around us.

If you are interested in a quick discussion around the telecom landscape or want to know details around the beverage consumption in Pakistan, feel free to mail us at info.pakistan@1oula.com

Helping introverts open up

BY: Arfa Syed

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Published in November 2017

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

• A typical extrovert acquires energy through active involvement, is generally excited when around people and is a source of energy for others, whilst a typical introvert feels energised when alone and likes getting energy from ideas from their imagination.
• Consumers willing to participate in qualitative research tend to be those who are open to new experiences, meeting new people and being in the limelight, which means marketers fail to explore and connect with the less articulated audience that holds great power in shaping a brand’s fate.
• 23 individuals were selected, across the major urban centers in Pakistan – Karachi and Lahore – to participate in an online test preceded by an offline paired interview of the respondent with their friend to gauge different behavioural patterns in introverts.
• The research found that reliability, thoughtfulness, care and quietness are the traits of introverts, and they cherish a moment categorised by inner peace.

Helping introverts open up

BY: Arfa Syed

Twitter


Facebook-f


Youtube

Published in November 2017

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

• A typical extrovert acquires energy through active involvement, is generally excited when around people and is a source of energy for others, whilst a typical introvert feels energised when alone and likes getting energy from ideas from their imagination.
• Consumers willing to participate in qualitative research tend to be those who are open to new experiences, meeting new people and being in the limelight, which means marketers fail to explore and connect with the less articulated audience that holds great power in shaping a brand’s fate.
• 23 individuals were selected, across the major urban centers in Pakistan – Karachi and Lahore – to participate in an online test preceded by an offline paired interview of the respondent with their friend to gauge different behavioural patterns in introverts.
• The research found that reliability, thoughtfulness, care and quietness are the traits of introverts, and they cherish a moment categorised by inner peace.

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Arfa Syed

The first Pakistani in 75 years who has been published and presented in the global fusion events twice for her research papers. Her expertise includes numerous strategic researches for FMCG, Tobacco, oil, and gas, and pharmaceutical sectors.


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Author’s Profile

Arfa Syed

The first Pakistani in 75 years who has been published and presented in the global fusion events twice for her research papers. Her expertise includes numerous strategic researches for FMCG, Tobacco, oil, and gas, and pharmaceutical sectors.


| LinkedIn

Author’s Profile

Arfa Syed

The first Pakistani in 75 years who has been published and presented in the global fusion events twice for her research papers. Her expertise includes numerous strategic researches for FMCG, Tobacco, oil, and gas, and pharmaceutical sectors.

By: Noaman Asar

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Published in Nov-Dec 2016

Facebook, YouTube, and WhatsApp are very popular because they help Millennials escape into a world that is fun.

Pakistan’s youth constitute the third largest Millennial population in the world after China and India, and yet there is an extreme dearth of studies about Pakistani Millennials. Considering this, the team from Kantar Millward Brown undertook a study on this generation. This article is about what we discovered.

Millennials (also known as Gen Y) are defined as people born between 1981 and 2000 (and in 2016 range between the ages of 16 and 35). They make up 30% of Pakistan’s population, and almost half of Pakistan’s adult population. This dispels the notion that they are a niche market. In fact, they really are ‘the market’ in Pakistan. Yet very few brands understand how to effectively engage with them.

Ultra-connected and always ready to escape

By: Noaman Asar

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Published in Nov-Dec 2016

Facebook, YouTube, and WhatsApp are very popular because they help Millennials escape into a world that is fun.

Pakistan’s youth constitute the third largest Millennial population in the world after China and India, and yet there is an extreme dearth of studies about Pakistani Millennials. Considering this, the team from Kantar Millward Brown undertook a study on this generation. This article is about what we discovered.

Millennials (also known as Gen Y) are defined as people born between 1981 and 2000 (and in 2016 range between the ages of 16 and 35). They make up 30% of Pakistan’s population, and almost half of Pakistan’s adult population. This dispels the notion that they are a niche market. In fact, they really are ‘the market’ in Pakistan. Yet very few brands understand how to effectively engage with them.

Millennials are the ultra-connected generation. They are always switched on and socially connected; globally as well as in Pakistan the millenials  are among the savviest adults as far as digital media is concerned. They are early adopters of digital gadgets, the most mobile generation and psychologically tech dependent, especially on their mobile phones. One respondent told us that “life without a cell phone is like life without a finger”. It has been estimated that 77% of cell phone users in Pakistan are Millennials who own mostly smartphones.

Millennials are easily bored and often find ‘real’ life to be slow. They want to escape into a happening world, one where they will get to know everything about everyone. They suffer from FOMO (fear of missing out) and want an environment where information and entertainment are quickly available and one where they can interact with friends and family without the restrictions of time and space.
“I find the real world boring and slow paced and would definitely like to escape into one that is entertaining and fast,” said a respondent. No surprises then that the three biggest and most powerful brands in the world that are operating in this space are technology driven – namely Apple, Google, and Microsoft.

Our qualitative research (both online and offline) helped us understand that  Facebook, WhatsApp and YouTube are so popular in Pakistan because they help Millennials, who form a massive part of our population, escape into a world which is fun!

Millennials spend a lot of time on Facebook because it allows them to not only stay in touch with friends but also remain updated about their lives. Facebook also allows its users  to communicate with people they do not know. So, this is the place where brands can build their social presence through aspirational viral content production and sharing. However, even Millennials need personal space, and that space is provided by WhatsApp. This app allows them to privately interact with friends and family and interestingly enough, the Millenial “Whatsapper” believes  that what happens on WhatsApp stays on WhatsApp. This makes the platform more of a challenge for marketers, although in time it may possibly become a customer service player.

YouTube is a virtual library for Millennials, giving them access to all sorts of things at the click of a button. This is where they can learn and be entertained by a plethora of information, entertainment, and infotainment options. For brands, this makes it a great platform for paid video advertising.

Millennials are the ultra-connected generation. They are always switched on and socially connected; globally as well as in Pakistan they are among the savviest adults as far as digital media is concerned. 

Millennials are the ultra-connected generation. They are always switched on and socially connected; globally as well as in Pakistan the millenials  are among the savviest adults as far as digital media is concerned. They are early adopters of digital gadgets, the most mobile generation and psychologically tech dependent, especially on their mobile phones. One respondent told us that “life without a cell phone is like life without a finger”. It has been estimated that 77% of cell phone users in Pakistan are Millennials who own mostly smartphones.

Millennials are easily bored and often find ‘real’ life to be slow. They want to escape into a happening world, one where they will get to know everything about everyone. They suffer from FOMO (fear of missing out) and want an environment where information and entertainment are quickly available and one where they can interact with friends and family without the restrictions of time and space.
“I find the real world boring and slow paced and would definitely like to escape into one that is entertaining and fast,” said a respondent. No surprises then that the three biggest and most powerful brands in the world that are operating in this space are technology driven – namely Apple, Google, and Microsoft.

Our qualitative research (both online and offline) helped us understand that  Facebook, WhatsApp and YouTube are so popular in Pakistan because they help Millennials, who form a massive part of our population, escape into a world which is fun!

Millennials spend a lot of time on Facebook because it allows them to not only stay in touch with friends but also remain updated about their lives. Facebook also allows its users  to communicate with people they do not know. So, this is the place where brands can build their social presence through aspirational viral content production and sharing. However, even Millennials need personal space, and that space is provided by WhatsApp. This app allows them to privately interact with friends and family and interestingly enough, the Millenial “Whatsapper” believes  that what happens on WhatsApp stays on WhatsApp. This makes the platform more of a challenge for marketers, although in time it may possibly become a customer service player.

YouTube is a virtual library for Millennials, giving them access to all sorts of things at the click of a button. This is where they can learn and be entertained by a plethora of information, entertainment, and infotainment options. For brands, this makes it a great platform for paid video advertising.

Millennials are the ultra-connected generation. They are always switched on and socially connected; globally as well as in Pakistan they are among the savviest adults as far as digital media is concerned.

Some brands have successfully used these platforms to boost their saliency in Pakistan. The success of Coke Studio is a good example. Originating in Pakistan and now in its ninth season, videos from the show are available on Coke Studio’s official YouTube channel, where they have gained millions of views. Our research noted that Zalima Coca-Cola Pila Day was one of the most recognised songs among Millennials.

Another campaign that featured strongly in our research was the Nurpur TVC. Respondents attributed the music as one of the most important elements in both communications – and in both cases (Coke and Nurpur) the music was a remix. Our conclusion is that Pakistani Millennials appreciate modernity grounded in tradition and culture; they like to relive the past in a new way.

Respondents mentioned clothes as one category they often seek to buy online and particularly mentioned Charcoal, Daraz and Khaadi. Similarly, Careem and Uber seem to have made waves among Millennials in the digital space. To win in this space, brands need to go in for multi-channel communications to avoid the incidence of audiences changing channels or skipping ads. To hold the attention of this generation, brands must engage them and the only way to do this is to make them part of the conversation.

For this article, Firefly – our qualitative arm – undertook a learning project on Millennials. We used proprietary digital tools such as Idea blog along with mainstream focus group discussions (FGDs). Idea blog is a unique tool that allows moderated interaction between respondents in the virtual space and is an excellent way to bring on-board different people to mine consumer insights. Furthermore, the digital space removes inhibitions among respondents, which generally manifest themselves in FGDs.

Another tool we use are the WhatsApp Diaries. This is a clever way of generating responses that include not only words, but photographs and videos. This enables us to understand the environment our audiences live in and helps us create an ethnographic picture of our respondents. We also encourage our clients to test their digital communication in a safe but real environment and here we partner with Facebook to test ads through a technique known as Link for Digital, a methodology that evolved from our TV testing system known as Link. It can also be used to test YouTube videos.

As digital media spend is rising fast in Pakistan, better to gear up for it sooner than later!

Some brands have successfully used these platforms to boost their saliency in Pakistan. The success of Coke Studio is a good example. Originating in Pakistan and now in its ninth season, videos from the show are available on Coke Studio’s official YouTube channel, where they have gained millions of views. Our research noted that Zalima Coca-Cola Pila Day was one of the most recognised songs among Millennials.

Another campaign that featured strongly in our research was the Nurpur TVC. Respondents attributed the music as one of the most important elements in both communications – and in both cases (Coke and Nurpur) the music was a remix. Our conclusion is that Pakistani Millennials appreciate modernity grounded in tradition and culture; they like to relive the past in a new way.

Respondents mentioned clothes as one category they often seek to buy online and particularly mentioned Charcoal, Daraz and Khaadi. Similarly, Careem and Uber seem to have made waves among Millennials in the digital space. To win in this space, brands need to go in for multi-channel communications to avoid the incidence of audiences changing channels or skipping ads. To hold the attention of this generation, brands must engage them and the only way to do this is to make them part of the conversation.

For this article, Firefly – our qualitative arm – undertook a learning project on Millennials. We used proprietary digital tools such as Idea blog along with mainstream focus group discussions (FGDs). Idea blog is a unique tool that allows moderated interaction between respondents in the virtual space and is an excellent way to bring on-board different people to mine consumer insights. Furthermore, the digital space removes inhibitions among respondents, which generally manifest themselves in FGDs.

Another tool we use are the WhatsApp Diaries. This is a clever way of generating responses that include not only words, but photographs and videos. This enables us to understand the environment our audiences live in and helps us create an ethnographic picture of our respondents. We also encourage our clients to test their digital communication in a safe but real environment and here we partner with Facebook to test ads through a technique known as Link for Digital, a methodology that evolved from our TV testing system known as Link. It can also be used to test YouTube videos.

As digital media spend is rising fast in Pakistan, better to gear up for it sooner than later!

| LinkedIn

Author’s Profile

Noaman Asar

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar.


| LinkedIn

Author’s Profile

Noaman Asar

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar.