Why personalisation now means behaviour over demographics

Personalisation has long been a talking point in the industry, and it remains a key battleground where the rewards go to those who deliver experiences that truly connect.

The upside of personalisation is clear. 60% of global consumers are more likely to buy from brands that remember their preferences, and 47% are even willing to hand over significant personal data for a hyper-personalised experience, according to VML’s ninth annual "Future shopper" report.

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Personalisation is no longer just about demographics such as age and gender; it is now about understanding consumer behaviour and real-time actions, according to Natalie Chan (pictured right), director of branded experience and partnerships at Hasbro (APAC), during a fireside chat at MARKETING-INTERACTIVE's Content 360 Hong Kong. “The shift has been from ‘who you are’ to ‘what you're doing’ - personalisation is now more about behavioural data than demographic derivatives."

Chan shared that her team at Hasbro has taken this a step further by focusing on emotional science, specifically the connection between behaviour and emotion. This has led the company to move away from traditional TV commercials toward storytelling across movies, animation, and immersive experiences to build stronger emotional bonds with audiences.

Once we build that emotional connection, consumers will feel that the brand knows them, and they will know the brand. That leads to deeper engagement, which delivers much more value than traditional demographic approaches.

From demographics to cultural nuance

To create content that feels made for one person rather than the whole city, scenario, occasion, and experience are essential. It's also about how brands consistently deliver their core message while adapting cultural expressions for different audience groups, said Yannie Chen (pictured second right), head of marketing at Häagen-Dazs Hong Kong, General Mills Hong Kong, on the same panel.

While Häagen-Dazs' brand message remains consistent around craftsmanship, superior ingredients, and an elevated experience, Chen said the brand tailors its engagement approach for audiences in Hong Kong, the Greater Bay Area, and other parts of mainland China. Content in Hong Kong works best when it's concise and sophisticated. "As the local saying goes, ‘No rush, but get it done soon’ (唔使急最緊要快). With the massive amount of content people consume daily, they're already familiar with major brands. That's why the tone and messaging need to strike a chord.”

The same applies to financial advertising, according to Tania Wan (pictured second left), deputy general manager of customer management at Bank of China (Hong Kong), speaking on the same panel. In Hong Kong, financial ads use taglines that spell out customer benefits directlt, but for the Greater Bay Area, the approach shifts to emotional storytelling to resonate with them.

Personalisation also applies to social media and spokesperson strategy, said Wan. Hong Kong consumers gravitate towards Instagram and Facebook, whereas GBA consumers are active on WeChat and Xiaohongshu. In Hong Kong, the bank opts for established figures, such as local singer Yan Ting, who was recently appointed as a wealth mentor for its youth brand "Banking TrendyToo. 

For GBA consumers, the bank favours key opinion consumers (KOCs) over KOLs, as user-generated content from everyday bloggers carries more impact, Wan said. To balance personalisation, efficiency, and business value, the bank prioritises key segments rather than every individual customer. The bank focuses on core groups that deliver the most value, including high‑net‑worth individuals, young professionals, families, and cross‑border customers.

BOCHK also prioritises channels based on cost, Wan added. For high‑touch channels, the bank focuses on one or two key benefits per segment. For high‑net‑worth customers, research showed legacy planning is a priority, so the monthly message highlights just that. "For less costly channels such as in app messages or mobile ads, we can do more personalisation with the help of AI, and we can deliver it more timely. So it really depends on the channel and what we want to achieve," she said.

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