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Cornering the market in consumer trust: Chinese online influencers

Cornering the market in consumer trust: Chinese online influencers

by yk_service | Jul 14, 2020 | Shanghai

In the West, social media influencers are on the wane. Industry surveys show decreasing levels of consumer faith in influencers in both the US and UK. Brands are once more taking centre-stage, and are speaking to these newly-cynical consumers directly, rather than via...
Guilt-free chocolate: Japan’s unexpected take on Corporate Social Responsibility

Guilt-free chocolate: Japan’s unexpected take on Corporate Social Responsibility

by yk_service | Jul 14, 2020 | Tokyo

A couple of years ago, I sat behind the ‘magic mirror’ of a Japanese focus group as they went through a conventional round of concept testing. A confectionary company was assuaging consumers’ guilt at indulging in sweets by emphasising that they used only free range...

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