What's keeping me up: Sony HK's Jason Kwok

In today’s rapidly evolving marketing landscape, staying relevant and maintaining meaningful connections with consumers is essential for brands looking to stand out. Like it or not, understanding what drives Gen Z is no longer optional—it’s a strategic imperative for long-term growth. 

As the first generation to grow up entirely in a digital world, Gen Z is redefining consumer behavior. Gen Z’s spending power is increasing at twice the rate of previous generations at the same age, and their global spending is on track to surpass that of baby boomers by 2029, according to McKinsey’s State of the Consumer trends report. By 2035, Gen Z is projected to contribute an additional $8.9 trillion to the global economy. 

For brands such as Sony—traditionally perceived as male-oriented—taking bold steps to engage previously untapped audiences has proven transformative, said Jason Kwok (pictured), head of marketing communication and CRM, Sony Hong Kong. 

In the third round of the “What’s keeping me up” series, Kwok shares with us his worries as a marketing leader and what keeps him going.  

MARKETING-INTERACTIVE: What is the biggest thing you worry about?  

In the face of an ever-changing landscape and a staggering economy, the biggest concern for me is marketers or brands that resist change. 

MARKETING-INTERACTIVE: How do you deal with this worry?  

First and foremost, brands must be bold and embrace change. It’s crucial to stay alert to emerging trends and shifts in consumer behavior—then adapt strategies accordingly. 

Take Sony’s "Creative Look" campaign as an example. Historically, Sony has been perceived as a camera brand catering primarily to male professionals. However, this campaign successfully broadened its appeal by targeting female and Gen Z consumers. These audiences have straightforward needs—they want a camera with built-in filters for easy, social media-ready photos. By recognising this shift and adjusting its approach, Sony made its brand more inclusive and relevant. 

MARKETING-INTERACTIVE: As a leader, how do you deal with it when your staff tells you the work is creating mental pressure and well being issues?  

When a team member shares their concerns, acknowledge and appreciate their openness. As a leader, your role extends beyond guidance—it’s about being a supportive mentor who listens with empathy. You don’t always need to offer personal anecdotes; sometimes, simply being present and truly hearing them can make all the difference when they face challenges. 

MARKETING-INTERACTIVE: What keeps you going?  

Stay young at heart—foster a culture of curiosity and energy within your team. Embrace innovation, listen actively, and always keep a pulse on what’s next. Progress belongs to those who dare to evolve. 

MARKETING-INTERACTIVE: How do you boost employee morale when facing obstacles/challenges? 

First, active listening demonstrates solidarity - it shows your team they're not facing challenges alone. By truly hearing their concerns, you create the foundation to collaboratively identify root causes and develop solutions. Regular one-on-ones and team gatherings further strengthen this trust bond. 

Moreover, recognition fuels motivation. Celebrating small wins - whether through a sincere "well done" or specific appreciation - validates effort and progress. When you acknowledge even minor successes, you show genuine understanding of your team's daily contributions and challenges. 

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