Communication game changer 1: The rise of Asia

What resonates with one generation can easily alienate – even horrify – another. Imagine trying to sell a household appliance today with an illustration of a happy housewife complete with apron and duster! You’d be pilloried in the press, boycotted and probably sued. Successful communication reflects the zeitgeist and taps into its energies. What’s shaping our world today?

Technology, for one, which is advancing at an ever-faster rate. But I think there are three other drivers that will define our world – and how we communicate – to a greater extent than technology. The first is the rise of Asia, led by China. With a population of more than 1.3 billion and an increase in GDP of around 10% annually, China is slated to become the world’s largest economy by 2020. In Sweden, we’ve already seen the impact of her meteoric growth: Volvo, an iconic Swedish brand, is now Chinese (and Saab – or what’s left of it – may very well become Chinese, too). But what do we really know about China or the rest of Asia? Next to nothing – at least according to those who have some knowledge. So, a good starting point for our journey of learning about China and Asia could be with the following two illuminating talks:

• Martin Jacques: Understanding the rise of china
• Hans Rosling: Asia’s rise how and when

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