Asia-Pacific is no longer simply a growth market. Increasingly, it is becoming the region where consumer trends emerge, commerce evolves, and global brands look for their next phase of expansion.
Speaking to Neeta Nair, Editor of IMPACT Magazine, at Cannes Lions 2026, Jane Lin Baden, CEO APAC at Publicis, reflects on the growing importance of Asia-Pacific—not just as a revenue driver but as a source of innovation, consumer trends and business growth. From the rise of quick commerce and social commerce to the opportunities AI presents for agencies and clients, her message is clear: the region’s influence is only growing.
When asked how much further Asia-Pacific has to go before making a larger dent in Publicis Groupe’s global business, Baden was quick to broaden the discussion beyond financial contribution. “We definitely should have ambition,” she says. “The ambition is not only about the size, but also the meaning of the region. We all know that the region is the source of innovation and also the source of speed.”
That influence is perhaps most visible in the consumer trends emerging across Asia. Baden points to quick commerce as one of the defining shifts transforming the region. “Quick commerce is really the number one trend in the APAC region,” she says, citing both India and China as examples of markets where the category continues to expand rapidly. She notes the scale of investment flowing into quick commerce and the growing value moving through these ecosystems.
Another trend she believes deserves greater global attention is social commerce. Across Southeast Asia, social platforms are becoming powerful commerce engines, creating consumer behaviours that many Western markets are only beginning to understand. “Social commerce in Southeast Asia is really booming,” she says.
Baden also highlights the growing influence of older consumers, a segment she believes remains underestimated by many brands. As populations age across parts of Asia, companies are increasingly developing products and experiences tailored to consumers over 60. “They have the money and the time. So, brands should focus on them,” she says.
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When asked whether there are major consumer trends emerging elsewhere in Asia that have yet to take hold in India, Baden doesn’t hesitate. “India has so many. India has the size, and there’s a population. It has everything. I don’t see anything outside in the region not happening in India,” she adds. The comment reflects the growing importance of India within the broader Asia-Pacific story. For marketers looking to understand the region’s evolving consumer landscape, India increasingly offers a window into many of the trends reshaping Asia.
Beyond consumer behaviour, Baden also addresses the topic dominating conversations across Cannes this year: Artificial Intelligence. Publicis is focused on using AI to connect capabilities, data and workflows across its organisation. While many companies focus on access to AI tools, Baden believes the real differentiation comes from the technology and data infrastructure built around them. Yet it is her perspective on jobs that stands out most. “AI is not to drive layoffs. And honestly, we do not believe that’s the right thing to do,” she says.
Instead, Baden argues that growth should fund productivity. “The reason why people think productivity can only be achieved by layoffs is because they do not grow fast enough,” she says. “If a company has growth, the growth can fund the productivity.” For Publicis, the focus is on re-skilling the talent rather than reducing headcount, enabling people to spend less time on repetitive tasks and more time driving growth.
The conversation with clients is also changing. While discussions over the last two years have centred on productivity, Baden says today’s conversations are increasingly focused on growth. “This year, every client is asking how AI can help them to grow.” That search for growth is one reason global businesses are paying closer attention to Asia. Baden says she is seeing more international CEOs and CMOs spending time in the region and exploring opportunities for deeper investment.
As economic uncertainty persists across parts of the world, Asia continues to stand out as a source of opportunity. “When it becomes difficult to source meaningful and profitable growth, they come to the region because this is a region providing growth.”
Baden also believes perceptions around leadership need to evolve. Too often, she says, people assume global roles must be based outside Asia. “We need to change the notion that to be global, you have to be outside the region,” she says. At the same time, she acknowledges that Asian talent can sometimes be less vocal about its achievements. “Asian talents tend to be less self-promoting,” she says. “Maybe it’s the culture. Maybe it’s just like we like being more low-key.”
Having served on Cannes Lions juries five times, including as Jury President for Creative Business Transformation last year, Baden also shares her perspective on how the festival continues to evolve.
She credits Cannes for introducing new categories that keep the awards relevant to the changing nature of creativity and business. “Cannes is always introducing new categories to keep the award more modern and more relevant,” she says, pointing to Creative Business Transformation as an example of a category that reflects the industry’s expanding role beyond traditional advertising.
Baden also welcomes the festival’s efforts to strengthen scrutiny around entries following last year’s controversies. While Cannes Lions records a 25% decline in entries this year, she cautions against drawing a direct correlation between the drop and stricter regulations.
“Even without the change of the rule, we will see fewer entries,” she says, citing macroeconomic uncertainty, geopolitical factors and changes within holding companies as possible reasons. That said, she believes the additional checks introduced by Cannes are healthy for the industry. “It’s good to set up that benchmark as a threshold,” she says.
Baden also expresses satisfaction with the work coming out of the APAC region and welcomes the festival’s continued efforts to recognise work that delivers genuine business impact. “The effort to put the real work and recognise the real work is there,” she says.
Whether she is discussing commerce, AI, talent or creativity, Baden returns to the same belief: Asia’s importance is no longer defined only by growth figures. It is increasingly becoming the source of ideas, innovation and momentum for businesses around the world—and India sits firmly at the centre of that story.
