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Articles: Covid-19

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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 Brand Strategy

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 Brand Strategy

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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When Anecdotes Mislead: The Case for Data in Understanding Consumers
Travel Trends And 3 More

When Anecdotes Mislead: The Case for Data in Understanding ...

Recently, we’ve seen news about how the economy isn’t doing well. Yet, on the other hand, reports ...
Haris Rahmanto Feb 02, 2025
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
Part 1 - How Makeup Brands Embrace Self-acceptance in The Pandemic
Covid-19 And 3 More

Part 1 - How Makeup Brands Embrace Self-acceptance ...

In the first part of this article series, we discuss how makeup brands are now advocating for more ...
Caranissa Djatmiko May 03, 2021
Embracing the Un-Normal Series 7 - Using Digital insights to Drive Marketing & Communication Strategy
Brand Strategy And 2 More

Embracing the Un-Normal Series 7 - Using Digital insights ...

Digital pivots for working through Covid 19 presentation was a collaboration of 3 speakers from ...
Dawn Herdman Nov 19, 2020
Embracing the Un-Normal Series 6: Evolving Indonesian Sentiment: Helping Consumers Navigate the Ongoing Changes
Culture and Trends And 1 More

Embracing the Un-Normal Series 6: Evolving Indonesian ...

By August 2020, everyone has been progressing through various stages of emotions while the pandemic ...
Dawn Herdman & Haris ... Aug 28, 2020
Embracing the Un-Normal Series 5: Indonesian Consumer Sentiment about New Normal. Using Social Listening & Discourse Analysis
Covid-19

Embracing the Un-Normal Series 5: Indonesian Consumer ...

Now that social restrictions are starting to ease and we are approaching the ‘new normal’, we ...
Haris Rahmanto & Iza ... Jun 26, 2020
Embracing the Un-Normal Series 4: How Indonesian Brands Communicate During Covid19
Covid-19

Embracing the Un-Normal Series 4: How Indonesian Brands ...

The global pandemic has affected how people think and behave in their daily lives - within a short ...
Sophie Wibowo & Haris ... Jun 12, 2020
President Director Message
Covid-19 And 2 More

President Director Message

Dear Friends, Clients, Colleagues, We hope you are keeping safe and well, during the current ...
Dawn Herdman Mar 17, 2020