Launched by Meta, Bain & Company, and DSG Consumer Partners, the annual SYNC Southeast Asia report highlights the changing behaviors and needs of the region’s consumers.

Despite reduced spending, consumers view luxuries like eating out, branded clothing, and latest gadgets as new necessities. The rising influence of Gen Z as well as increase of single households may drive growth in consumption too.

The growing digital-first behaviors across all generation groups and interest in new technology present opportunities for businesses to engage with consumers through AI-powered personalization.