HSBC Private Bank - Making the right connection - Images

Changing Perceptions to Win the Next Generation of Asian Wealth

Asia is the epicentre of the world’s greatest generational wealth transfer. As new fortunes are created and inherited, a new generation of ultra high net worth individuals is reshaping what they want from their private banking partners.

For HSBC, long admired as Hong Kong’s bank of trust and tradition, this posed a unique challenge. Awareness was not the issue – stature was. In the rarefied world of private banking, HSBC’s close association with retail and commercial banking created a credibility gap with younger UHNWs. For an audience seeking ambition, global outlook and specialist expertise, HSBC risked being seen as the safe, established choice rather than the aspirational one.

As part of our tried and tested Brand Defining Ideas process, we conducted stakeholder interviews and conversations with Next Gen and New Gen clients across Asia. One insight stood out: these individuals don’t lack opportunities or introductions. What they lack is certainty – clarity on which connections, ventures or markets will really help their wealth grow.

This insight unlocked HSBC’s most compelling strength. With unmatched global scale, heritage, and a breadth of expertise spanning continents and capabilities, HSBC could help clients not just make connections, but make the right ones.

The Brand Defining Idea: Making the Right Connection

This led to the first expression of the new brand positioning “Making the Right Connection.” More than a campaign line, it reframed HSBC’s role in private banking: the partner that transforms endless possibilities into the trusted choices that matter most. It elevated HSBC PB into a bank clients aspire to graduate into – a symbol of stature, heritage and global reach.

The campaign launched globally – in Singapore, Hong Kong, mainland China and Switzerland – with high-impact presence in travel corridors and influential media, complemented by precision-targeted digital activations. The creative and media execution leaned into aspiration and trust, signalling that HSBC PB is the natural partner for the new wave of Asian wealth to realise its global ambitions.