Articles: Consumer Behaviour

Articles

Our take on the trends, culture and data shaping Southeast Asian markets, straight from the Illuminate Asia team.

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The Luxury of Sweat: How Hyrox Turned Military Gear Into a White-Collar Status Symbol

Culture and Trends

The Luxury of Sweat: How Hyrox Turned Military Gear Into a White-Collar ...

Summary:Hyrox culture has turned tactical backpacks ...

Haris Rahmanto Jul 08, 2026

The Psychology of Absurd Marketing: Why Aldi Taher Keeps Going Viral

The Psychology of Absurd Marketing: Why Aldi Taher Keeps Going Viral

SummaryAldi Taher, an Indonesian entertainer and public ...

Hanandita Lestari Jun 30, 2026

The Missing Signal Event: Why More Data Still Isn’t Enough

Illuminate Asia Client Event

The Missing Signal Event: Why More Data Still Isn’t Enough

The Missing Signal: Why More Data Still Isn’t EnoughLast ...

Dawn Herdman Jun 19, 2026

Why Uniqlo x JW Anderson Feels More Aspirational Than Loud Luxury

Consumer Behaviour And 1 More

Why Uniqlo x JW Anderson Feels More Aspirational Than Loud Luxury

SummaryThe popularity of Uniqlo x JW Anderson reflects ...

Ayu Suwardi & Dawn Herdman May 27, 2026

The Category Trap: How Liquid Death Reframed Water

The Category Trap: How Liquid Death Reframed Water

This article is part of the “Seeing What Others ...

Dialonique (Nicky) Hasanudin & Dawn Herdman May 19, 2026

The Evolving Landscape: Why KOL Research is the New Strategic Priority

Research Thinking And 1 More

The Evolving Landscape: Why KOL Research is the New Strategic Priority

In today’s fragmented media environment, the path ...

Puly Pulungan & Haris Fajar Rahmanto Apr 06, 2026

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Why Uniqlo x JW Anderson Feels More Aspirational Than Loud Luxury

Consumer Behaviour And 1 More

Why Uniqlo x JW Anderson Feels More Aspirational Than ...

SummaryThe popularity of Uniqlo x JW Anderson reflects a broader shift in how Southeast Asian Millennials ...

Ayu Suwardi & Dawn Herdman May 27, 2026

The Silent Drain on Your Ad Spend: Why Customers Are Hardwired to Forget You

Consumer Behaviour

The Silent Drain on Your Ad Spend: Why Customers Are ...

A 19th-century psychological discovery explains the modern marketing crisis: the human brain is ...

Haris Fajar Rahmanto Dec 15, 2025

Technology And 3 More

When Humour Meets Parasocial Relationships: What the ...

In today’s digital landscape, brands are no longer distant corporate entities. They speak in memes, ...

Archifihan Millenadya Nov 24, 2025

On the Ground: Uncovering Southeast Asia’s Commuting Patterns in 12 Key Cities through Ethnography

Consumer Behaviour

On the Ground: Uncovering Southeast Asia’s Commuting ...

We’re halfway through our multi-country ethnographic study on commuting patterns across Malaysia, ...

Dawn Herdman Sep 27, 2024

One Click Away: Online Grocery Shopping is Here to Stay

Consumer Behaviour

One Click Away: Online Grocery Shopping is Here to ...

During the COVID-19 pandemic, the industry of online grocery shopping services found its momentum ...

Haris Rahmanto & Levriana ... Nov 01, 2022

Sustainability in Grocery Choices – How Indonesia Fares on a Global Stage and The Emergence of an Attitude-Behaviour Gap

Covid-19 And 4 More

Sustainability in Grocery Choices – How Indonesia ...

Consideration on sustainability & the environment in grocery product choice is increasing in ...

Dawn Herdman & Haris ... Nov 04, 2021

How Brands Continue to Pivot in The Pandemic

Consumer Behaviour And 3 More

How Brands Continue to Pivot in The Pandemic

Given the ongoing nature of the Covid19 pandemic and the immense impact it has had on everyone’s ...

Dawn Herdman Aug 29, 2021

Embracing the Un-Normal Series 3. Understanding Whether a New Behaviour Will Stick in the Post-Pandemic Era

Consumer Behaviour And 1 More

Embracing the Un-Normal Series 3. Understanding Whether ...

Due to Covid-19, many things have changed in a short space of time. At Illuminate Asia, with the ...

Dawn Herdman & Haris ... Jun 05, 2020