KUALA LUMPUR: Consumers in Asia favour brands that engage in social issues, provided these are the causes that matter to them personally.
According to Purpose in Asia, a new report from Kantar, 90 per cent of consumers in the region and 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 as opposed to a bonus.
The report also suggests aligning with the issues that matter to consumers also makes business sense.
Findings show 64 per cent of people questioned in Malaysia more likely to buy brands aligned with their views, and a similar number (65 per cent) would be happy to pay 'a little more' for brands with sustainability credentials.
The study also revealed 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 in Asia, causes closer to home also mattered most to them personally, such as health and well-being or ending poverty,” it said.
Kantar's Insights Division regional digital consultant Joy Lee said brands have 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.
“Brands now have permission to get involved and make a difference. The good news is that this isn't necessarily about making a lot of noise on the global stage.
“It can also be about supporting local initiatives and driving small but meaningful change where it matters most to people,” she said.
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,” it said.
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.