This year, BBDO analysed consumer data to understand changes in behaviours and identify unique insights for the 'Singles' market
This month marks the 10th anniversary of BBDO Voices – Greater China’s knowledge centre for planners and creatives. BBDO Voices helps inspire great work and uncovers insights about audience segments that in turn bolster clients’ marketing efforts.
Every year, BBDO analyses consumer data to understand changes in behaviours and identify unique insights that better inform creative briefs. And every year, it is on a different topic.
To celebrate the 10th year, BBDO Greater China wanted to focus on an area that for a long time has been considered a taboo topic – China’s Singles – and invited Andrew Robertson, BBDO Worldwide CEO, to launch the new issue to a room of clients, prospects, agency partners and staff.
China’s singles (i.e., unmarried) are a powerful force in the continued evolution of the market, and as discovered, they are driving societal change in more profound ways than initially thought.
The BBDO Voices study is based on a statistically robust sample of thousands of single people from across China’s top-39 cities. It revealed fast-changing attitudes on money, passions, consumption, marriage and happiness, and showed unexpected findings that both reinforce as well as put into question popular stereotypes about Chinese singles.
Furthermore, the study revealed the importance of a much-ignored subculture within the singles segment – the unmarried 50+ year olds. BBDO Voices explores what it’s like to be a “Single Silvers” and reveals surprising trends, such as life after divorce.
Tze Kiat Tan, CEO BBDO Greater China, commented: “BBDO is focused on developing the highest level of creative solutions to help clients’ brands gain attention and perform better in the market. Insights from various data sources, including BBDO voices, is central to how we develop The Work. For years BBDO Voices has provided invaluable insights into the changing values and aspirations, and it is with great excitement that we are now entering our 10th year, and I am looking forward to the another 10 coming.”
Previous iterations of BBDO Voices include:
- The Edition on Women
- The Edition on Love, Romance, and Intimacy
- The Edition on White Collar Migrants
- The Edition on Tying the Knot
- The Edition on Social Connections
- The Edition on Celebrities
- The Edition on Morality
- The Edition on Money