Asian buyers favour brands that champion social issues

KUALA LUMPUR: Consumers in Asia favour brands that engage in social issues, provided they matter to them personally.

According to Purpose in Asia, a new report from Kantar, 90 per cent of consumers in the region (93 per cent in Malaysia) want brands to get involved in the issues they care about, meaning that an authentic brand purpose is now an expectation.

The report suggests aligning with the issues that matter to consumers makes business sense.

The findings show 64 per cent of respondents in Malaysia are more likely to buy brands aligned with their views while a similar number (65 per cent) are happy to pay “a little more” for brands with sustainability credentials.

Kantar’s Insights Division regional digital consultant Joy Lee said brands had understood the power of purpose for a number of years now.

“However, the challenge lies in identifying what resonates across the diverse landscape of Asia, and then engaging in an authentic way.”

The report also revealed that authenticity was key in terms of how brands should engage with issues.

Consumers were quick to challenge brands that outwardly supported a cause but at the same time had problems with their own business practices, or brands that misjudged the tone needed to engage in emotionally-charged issues.

“Developed markets were more sceptical 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,” said the report.

Consumers believe brands have a key role to play in advancing the issues that matter to people.

Educating consumers about an issue was the top activity cited, followed by initiating and funding programmes to support the issue, and then funding organisations directly.