Cities and entire regions across Asia are rapidly modernizing. Billions are being invested in roads, ports and railways, in energy, AI, healthcare, jobs and education. And it's not just replacing the old but upgrading to world standards. The investments are driving inclusive growth, regional integration and economic opportunity. And some are met with skepticism, especially when narratives collide because policies and communications are not aligned.
For anyone doing business in and with Asia, and for Asian entities that engage with the rest of the world, now is the time to revisit long held beliefs and assumptions. Getting it right quickly is vital as progress can't wait. Certainly not in Shenzhen, Dubai and the other Asian boom towns. There's little room for error. Just how do you align strategy with the need for speed? A personal take on the future of communications in Asia and beyond.
〝Progress can't wait. Certainly not in Shenzhen, Dubai and the other Asian boom towns.〞
Parag Khanna coined the phrase "The Future is Asian". The Asian Century is upon us and the change it brings will be profound. It is therefore safe to say that the future of communications is Asian, too. How we interact with one another, the tools and channels we use, the content we share: nothing will remain the same - a trend Covid19 is only going to accelerate. Just look at WeChat, TikTok and Zoom. Invented by Asians, all of those have changed our lives in the shortest span of time.
Purpose and shared values take center stage in any environment where rapid, disruptive change has become the new norm, especially in the Covid and coming post-Covid era. That means communicators across Asia and beyond must start planning ahead now. The increase in demand for regional and global engagement strategies as well as locally relevant content will outpace anything we've seen before and the new conversations must be managed professionally.
This includes a commitment to transparency, popular responsiveness and efforts to invite critics to open and constructive dialogue, while at the same time identifying and leveraging inherent strengths that drive brand value, be it for corporations, consumer or nation brands. The task at hand is a strategic one but that's no excuse for endless delays. The world is changing before our eyes and now is the time to define how we communicate and engage tomorrow.
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