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Asian consumers want brands to align with relatable social causes: Kantar

‘Purpose in Asia’ reveals people favour brands that engage in social issues

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MUMBAI: As per a report titled ‘Purpose in Asia’ from Kantar, consumers in Asia want brands to align with issues that matter to them. The report finds that people favour brands that engage in social issues – provided these are the causes that matter to them personally.

“Nine in ten consumers in the region want brands to get involved in the issues they care about, meaning that an authentic brand purpose is now an expectation as opposed to a bonus,” the report reads.

“Aligning with the issues that matter to consumers also makes business sense. 60 per cent of people questioned said they were more likely to buy brands aligned with their views, and the same number said they would be happy to pay ‘a little more’ for brands with sustainability credentials,” it adds.

The study also reveals a disconnect between the causes that dominate global media and international brand campaigns, and the issues that matter to consumers in Asia. While climate change and gender equality were the two high-profile issues most likely to be seen by people, causes closer to home mattered most to them personally, such as health and wellbeing, or ending poverty. These two topics appeared within the five most important issues for all countries questioned and appeared alongside issues such as quality education and hunger in emerging markets, and decent work and economic growth in developed markets.

The report also mentions that consumers in Asia are quick to challenge brands that outwardly supported a cause, but at the same time have problems with their own business practices. “Developed markets were more skeptical of brands’ involvement. Only 33 per cent of Australians felt that brands were able to authentically engage with issues, in comparison to India where 74 per cent perceived it as trustworthy brand activity,” it states.

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