Spending less, living well: How consumers are redefining a good life

Anna Shin

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.

Why it matters

We are experiencing a collective introspective moment where consumers are pinching pennies and electively evaluating what contributes to their wellbeing. Brands are also facing an existential crisis – some will be decimated while those

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