“Generation Z has grown up amid changes in social norms and borderless social communication. Therefore, this group is demanding a new type of influencer. Brands should also gain better understanding about those issues,” Prachawan Ketavan, planning director at J Walter Thompson Bangkok, said yesterday.

For instance, Pimmara “Jasmine” Sridokbuab, 23, established a halal cosmetics brand and rapidly popularised it among Muslim in the South by responding to their unmet needs in this segment.

This reflects that young people are enthusiastic about having their own business. Prachawan said this also presented an |opportunity for major corporates to create supporting schemes to help target consumers to turn young entrepreneurs’ dreams into reality. Granting start-ups financial support is a good example in this regard.

Apart from this group, consumers of all ages are also moving into self-improvement and entrepreneurism. She said her firm was witnessing the rise of new start-up businesses.

Parattajariya Jalayanateja, managing director of J Walter Thompson Bangkok, said the rising numbers of older people using the Internet also posed a tremendous opportunity for brands and marketers.

Senior consumers are described as hidden gems because they have high purchasing power but few companies tap into this market.

However, some brands have showed interest in catering to retirees. The popular mobile application Line, for example, is now trying to create connectivity among Generation X and their predecessors, the baby-boomers, by offering stickers that are geared for these older generations.

“Marketers and brands have to study their [consumers’] unique behaviour and demands in order to create, design and offer the right products and services to them,” Parattajariya said.

Both experts also suggested that food-related business was on the rise despite the economic slowdown. But food products and services should offer more value in terms of healthy, unique dining experiences and personalised service.

Those implications are |among key trends found in |”The Future 100: Trends and Change to Watch in 2016″, a report by J Walter Thompson Intelligence.

This second annual report categorised global trends into 100 issues across 10 sectors including culture, technology |and innovation, brands and marketing, and lifestyle.