Insight Report Future of Consumption in Fast-Growth Consumer Markets: ASEAN A report by the World Economic Forum’s Platform on Shaping the Future of Consumption Prepared in collaboration with Bain & Company June 2020 Contents 4 Preface 5 Executive summary 7 Introduction 7 – The ASEAN macro-context 7 – Four mega-forces will drive the future of consumption in ASEAN 11 Eight consumption themes to 2030, some accelerated due to COVID-19 12 – Consumer spending will double, driven by ASEAN’s middle-class boom 13 – Boundaries of premium and value shopping will blur 13 – Digital ubiquity will become the new normal 13 – Technology-enabled platforms will tear down socio-economic walls 15 – Local and regional competitive winds will prevail 15 – Shoppers will move beyond omni-channel to expect retail omni-presence 17 – Convenience will be the new currency 17 – Health of people and the planet will be non- negotiable 19 Business capabilities required for the firm of the future 19 – Reset vision, mission and goals 19 – Realign offerings to the new ASEAN consumer 19 – Reframe consumer engagement 20 – Restructure route-to-market and win at point of sale 21 – Rethink supply chains as a priority 21 – Reimagine operating model and talent 23 – Re-envision the role of sustainability 24 Critical societal challenges and calls to action World Economic Forum 24 – Create trade and investor-friendly reforms 91-93 route de la Capite CH-1223 Cologny/Geneva 24 – Invest in socio-economic inclusion Switzerland Tel.: +41 (0)22 869 1212 26 – Upgrade infrastructure for a connected and Fax: +41 (0)22 786 2744 Email:
[email protected] sustainable future www.weforum.org 27 Conclusion © 2020 World Economic Forum.