Junk x The Drum is a series of articles helping marketers to understand the cultural, societal, and political shifts in Asian life. The content is written by TSLA’s Junk Desk, a team of editorial and research talent that has translated its latest pieces of content, especially for marketers.
This month’s theme is Love, Sex & Marriage, you can read the full articles on the Junk website.
Valentine's day 2021 marks exactly one year since the global fight against COVID19 began. A year that has tested the emotional fortitude of relationships across the world. We decided to commemorate this moment in history by exploring the changing nature of Love, Sex & Marriage with stories and perspectives from across Asia.
What does ‘My Covid Romance’ teach marketers about the theme of Love, Sex & Marriage in Asia?
My Covid romance is a collection of stories, visceral, real stories of resilience, creativity and for pain. Marketers can learn that real stories, authentically told will always be more captivating than varnished brand stories, says, Polina Korobova.
What does (single and satisfied) teach marketers about the theme of Love, Sex & Marriage in Asia?
Brands should look for opportunities to reframe learning and educational marketing to celebrate creativity and self-mastery in the most sensorial and tactile of ways, says, Eunice Tan.
What does 'happily ever after COVID' teach marketers about the theme of Love, Sex & Marriage in Asia?
Regardless of whatever uncertainty or more "unprecedented events" COVID might bring, the reality is you can't stop love and the holy matrimony that comes with it. Our piece shows that like many others, soon-to-be weds are reprioritizing what truly matters to them (aka long term happiness rather than a one-off ceremony) and marketers would do well to pinpoint their new priorities and working to alleviate the uncertainty those shifts bring, says, Crystal Yiu.
What does (In the mood for love) teach marketers about the theme of Love, Sex & Marriage in Asia?
Marketers should not overlook the older tropes of tradition in favor of what’s hot and trending. By understanding the cultural stories and histories that have influenced current movements, they can better explore and understand the rich multidimensionality and quirks of love relationships across Asia, say, Valerie Lim and Yanling Leow
To hear more about the series, read the interview with TSLA managing partner Sorcha John.