We live in a world that’s ever changing. So our understanding of people should also be fluid. “Winning in the Rebound” is a living study that tracks the mindsets and behaviours of consumers across different subject matters over time. This study originated in VCCP London in 2020 and we’ve since extended it to Singapore, and over the next couple of months, Australia and China. The study looks at the fundamental shifts in consumer attitudes and behaviours - and how we can segment them. Our presentation explores how brands in Singapore and Asia can flex their marketing strategies and their customer experience, to better connect with these emerging segments.