There Are No Consumers: How Brands Learn to See the Whole Person
Session Overview
An insight makes us see differently. A big idea makes us act differently. What connects the two? The moments that move us.
Through Hakuhodo’s Sei-katsu-sha — or “Life-Living Person” — perspective, we see people not simply as consumers, but as whole individuals with emotions, aspirations, and wonderfully human contradictions. There is always more to a person than what they buy.
This perspective helps uncover meaningful moments in everyday life: when a feeling shifts, a new possibility opens up, or someone becomes ready to act. The session introduces the essence of Hakuhodo’s Moment Design — identifying the moments that move people emotionally and designing experiences that transform those feelings into action.
Through real-world case studies, Tomoka Takada will explore how human insights become powerful ideas, and how those ideas can become part of people’s lives at exactly the right moment.
For marketers and creatives, the challenge is not simply to understand consumers better — it is to see the whole person, uncover the moments that truly matter, and turn human insight into ideas that touch hearts and inspire action.
Speaker
Her approach combines cultural anthropology, sociology, and behavioral economics with a storyteller’s instinct. She looks beyond surface-level cultural differences to uncover deeper human truths — building ideas that can resonate globally while still feeling unmistakably local.
Her work spans brand transformation, market entry, product innovation, and integrated communications across a wide range of industries, including automotive, technology, FMCG, beauty, and intellectual properties throughout the APAC region.