APAC – Latest data from audience intelligence tool YouGov Profiles reveals that 46% of all APAC consumers are drawn to socially-conscious brands that display values aligned with their own and that 48% are drawn to brands that get involved with issues of wider societal interest.
According to the data, more than half of APAC consumers are most likely to consider a brand’s values when making purchase decisions and appreciate brands that engage with social issues.
Information provided also delves into the appeal of brand messaging amongst APAC consumers, as well the appeal of other efforts such as sustainability actions and valuing the locality and nationality of brands.
On brand messaging, Brands that have a moral message are also more likely to appeal to three out of five APAC consumers. Regionally, 54% of Indonesian consumers and 45% of Thai consumers consider whether a brand upholds values that align with their personal outlook before making a purchase and are also most likely to appreciate brands that engage with social issues. These brands have the widest appeal in Indonesia (80%) and Hong Kong (60%), although just under a third of consumers in the latter like brands that get involved with social issues.
When it comes to sustainability, the data reveals that about 48% of APAC consumers try to buy from brands which are socially and environmentally responsible, and 53% prefer those that engage in fair trade processes. Notably, the majority are also willing to pay more for eco-friendly products. Buying from socially and environmentally responsible companies is a priority for most Thai (62%) and Indonesian (55%) consumers, but for roughly only a third in Singapore (33%) and Hong Kong (34%).
Looking out for fair trade products is something close to two-thirds of consumers in Indonesia make an effort to do, but only two in five consumers in other key APAC markets say the same. Indonesian consumers are also most open to spending more for eco-friendly products (72%), ahead of Thai (51%) and Australian (50%) consumers, while less than half of Singaporean (41%) and Hong Kong (38%) consumers would.
Lastly, around half of all APAC consumers are also concerned with large online and multinational enterprises driving out small businesses in their community, with over half of APAC consumers choosing local community shops over foreign ones and making efforts to support local businesses.
Specifically, consumers in Indonesia are most likely to conscientiously support local businesses (82%), followed by Australia(68%). On the other hand, Singapore is the only market where less than half of consumers say they make an effort to support local businesses and prefer shopping close-by.
