Ten consumer mega-trends in Myanmar

The conclusions have been derived from market surveys and in-depth interviews with trend-setting “maven” respondents, whose opinions influence communications. The resulting analysis offers compelling insights into 10 mega- trends in consumer behaviour in Myanmar, and is essential knowledge for every marketer vying for opportunities there. 

 

1. Fear fatigue: For the people of Myanmar, the fears of the past may be fading away. But consumers of this young, emerging market have a new kind of fear – the newness that comes from letting the world in. As they cope with borderless communication, they have to learn how to process the daily rush of information. 

Manufacturers, responding to the “fear fatigue” factor, should provide clear instructions. Winning consumers’ trust in your products and services is key, since it provides you with a competitive advantage. 

For example, you can point out problems that your customers may not have been aware of, and then present your products as solutions. This method has proved effective, according to our study. 

2. From K-Pop to My-Pop: The reincarnation of authenticity:From the day it began opening up to the world, Myanmar started to shift from a society of recipients and imitators consuming imported content to a society of original thinkers reflecting the “real me”. Decreasing limitations on expression will foster the emergence of more original ideas and skills. Brands that can offer spaces for such expressions will be gratefully acknowledged. 

3. Why wait? Eternity’s too late: Despite Buddhist teachings, waves of rapid change erode people’s patience. For Myanmar consumers, the new “express” demand requires express responses. Swift reaction to this behavioural change is therefore a must for brand owners. 

4. Beauty with a purpose: This is a trend that describes women who are more confident, and therefore more beautiful. Myanmar society is changing in terms of the way it looks at women. They are accepted in many roles and don’t have to look for role 

 models elsewhere. Understand and act on this and your brand will surely own a spot in Myanmar consumers’ hearts. 

5. Personal preference beats flashiness:Like their peers in most adjusting and developing societies, Myanmar people attach more importance to brands that bring out the “real me”. But one different trait is worth noting: Consumers in Myanmar put their own satisfaction ahead of a brand name: “I buy it because I like it, not to turn heads.” 

6. Values and the science of superstition: Myanmar is finding its own unique way to reconcile local beliefs with those of the outside world. While people in many non-Western societies have left ancient beliefs behind for Western science, the people of Myanmar choose to use the scientific method to validate their superstitions and prove that they exist.

7. Myanmar “manxiety”: As women gain acceptance in new roles and more third-gender people step out of the closet, Myanmar men are feeling the pressure. This is an opportunity for products that will help boost men’s self-confidence and competitiveness.

8. Leapfrog polylogue: The Internet has helped communication in Myanmar advance from monologue and dialogue to not just a “polylogue”, but a leapfrog polylogue. For most people, their first mobile phones are smartphones. Their lives are linked to social media, making Myanmar a market of consumers. Brand owners must realise that the market is developing fast, maybe even faster than brands themselves. 

9. Celebrity: Reality versus surreality: The significant influence of social media makes showbiz stars more reachable for Myanmar consumers. Nowadays, anybody can be a star, thanks to social media. Any brand capable of offering space as a performance stage to consumers will be well received.

10. Destiny’s fate: Last but not least, freedom has been the one meaningful thing for which people in Myanmar have been longing for decades, be it freedom of thought, finance or decision-making. Brand owners who understand and successfully respond to this powerful yearning will certainly be embraced. 

 

Santiphong Pimolsaengsuriya is the CEO and founding partner of Havas Riverorchid Co, specialists in marketing communication in the CLMV region. Email: pick@havas-ro.com.