Quick stats: Understanding the new age Malay consumers

Younger Malays are now choosing to travel with friends rather than just family, owing to urbanisation and financial independence. According a new report by Trapper, Malays are relentless experience seekers who relish new experiences and trying new holiday destinations. 

Moreover, 72% Malays buy into trends seem to enjoy documenting and sharing these experiences, especially on their social media accounts. Whether it is through a video, a photo, or a tweet, they are expressive of their experiences – which can either uplift a brand or undermine it. Hence, investing in the Malay community as a volume audience can go a long way for brands as approximately 45% of Malays are active on three to four social media platforms. 

Another finding states that Malays desire being included, however, Malays are also conscious of how they will be perceived by their peers and communities, resulting in celebrations being private and restricted to their social media. 

With a consumer population of 18 million, Malays are usually pigeonholed into three main segments which are: The "affluent-Bangsar bubble", the "working mid-M40 Millennials", and the "Malay Grassroots". Marketing efforts are often informed by these segmentations. However, since the consumer trends have evolved in the past decade, what resonates with the population has also evolved.

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The Trapper Approach (pictured) suggest that brands start by analysing eligible Malay segments using live and archived data to understand the market size and capture the opportunities for brand engagement. Following that, marketers should gain a deeper insight into the mindset of the Malay consumer and what drives their purchase choices across industry verticals. Next, teams need to identify key moments in which brands can foster meaningful connections during the months of Ramadan to align with shifts in consumer routines. The fourth step is using tailored content and messaging based on what resonates with them the most. Finally, based on the personas, making recommendations based on the key point identified. to further optimise current efforts and expand audience reach. 

Sue-Anne Lim, CEO of Trapper Group said that it is natural to have distorted views due to personal bias and long-held assumptions about the consumer market. “So we are taking a step back to gain fresh new perspectives on the largest consumer group in Malaysia - what has changed over the years and equally importantly, what has not,” she added.

Teo Chin Wern, strategy director who led the project, said the convergence of the latest technologies with post-pandemic digital norms has resulted in a paradigm shift for the Malay market, even as they remain anchored in traditional culture. “Brands need to be more in tune with these evolutions in order to win over Malaysia’s largest consumer market during the biggest festive shopping occasion of the year.”

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