Disease, Terror, Fraud and Recession

The four horseman of the modern apocalypse?

Fung Shing Kwong
ACNielsen North Asia, Hong Kong SAR

Lisa Lee
Communications, ACNielsen Asia-Pacific

David McCallum
ACNielsen

INTRODUCTION

Many Asian markets took a battering in 2003 with the outbreak of SARS in a number of countries. As well as impacting travel and tourism, the effect was felt by businesses everywhere (estimated cost $80 billion) and as such had a considerable impact on consumer behaviour.

However, was the SARS “disaster” any worse or more impactful than many of the other crises that have hit the region and the globe over the past decade or so? It seems that every year brings yet another potentially apocalyptical danger to our midst.