Malcolm Gladwell and Emma Chiu at the SM 2023 Tenant-Partner Summit

Malcolm Gladwell (3rd from left) at SM Supermalls’ Tenant Partner Summit held last September 4, 2023, at the SMX Convention Center. The summit marks the start of the 65th-year celebration of SM in the Philippines. He was joined by Wunderman Thompson Intelligence Global Director Emma Chiu (3rd from right) and was welcomed by (L-R): SM Supermalls’ President Steven Tan, SM Investments Vice Chairperson Teresita Sy-Coson, SM Prime Holdings Inc. (SMPHI) Chairman Hans Sy, and SMPHI President Jeffrey Lim.

To kick off the celebrations surrounding SM’s 65th Anniversary, the 2023 SM Supermalls’ Tenant-Partner Summit had best-selling author and New Yorker columnist, Malcolm Gladwell, as the Keynote Speaker. Emma Chiu, Global Director of Wunderman Thompson Intelligence, was the other speaker for the well-attended afternoon.

Malcolm Gladwell (3rd from left) at SM Supermalls’ Tenant Partner Summit held last September 4, 2023, at the SMX Convention Center Manila. The summit marked the start of the 65th-year celebration of SM in the Philippines. Gladwell was joined by Wunderman Thompson Intelligence Global Director Emma Chiu (3rd from right) and was welcomed by (L-R): SM Supermalls’ President Steven Tan, SM Investments Vice Chairperson Teresita Sy-Coson, SM Prime Holdings Inc. (SMPHI) Chairman Hans Sy, and SMPHI President Jeffrey Lim.

Business titans, noted entrepreneurs, and media heads attended the gathering. In his presentation, Gladwell touched on Kai Sennet’s run-in with the law for creating a Union Square ruckus in Manhattan as well as the Taylor Swift phenomenon and  how  her fanbase mirrored the diversity of the USA population. Subsequently; he focused on understanding the needs and wants of young consumers. Hence, retail brands would have to understand and accept the young consumer market to create impact.

Gladwell identified authenticity, inclusivity, and spontaneity as the three keys to a successful campaign or branding  for the youth market. He emphasized that the current market is no’t governed by hierarchy that anyone over the age of 30 would understand. For the market born in the digital age; the ruling principle is a network, no longer a hierarchy.

Referring to his books, ‘Outliers,’ ‘Tipping Point’, and ‘David & Goliath,’ the author connected the ideas to Asia and the  Philippines r. However, he admitted to be intrigued by the Asian mindset and perspective and his limited knowledge about the region. He said he looked forward to returning soon.;

Emma Chiu spoke about retail trends and how the post-pandemic situation needed , retailers and brands to redefine their value proposition. Such strategy ensured relevance and awareness of the post-pandemic market. Chiu underscored  this revisionist philosophy, and that ignoring this trend of consumer behavior could result in a loop and erode relevance.

Based on survey results, Chiu presented Joyconomy and Creative Catalysts as the two major macro trends. These trends  defined the retail experience that can be offered to the customer in the post-pandemic consumer market. 

Steven Tan, President and CEO of SM Supermalls, welcomed the guests to the Summit. He presented an overview of the exciting journey of SM Supermalls  towards the future. Jeffrey C. Lim, President of SM Prime Holdings, Inc., thanked the partners who attended the Summit and closed the festivities for the day. 

As  Gladwell and Chiu imparted their expertise and wisdom during the summit, the event was a celebration of the tenants and partners of SM Supermalls. The tenants and partners remained present despite  the health crisis, witnessed how SM Supermalls listened and found ways to help them survive during the pandemic. Today, that partnership is stronger than ever.