Geopolitical concerns dominate the news, but in the Asia-Pacific region, a more subtle yet significant shift is taking place: Consumers are taking control. Driven by a desire for authentic and reliable information, consumers across APAC are actively reshaping their relationships with brands and media, moving away from traditional sources they no longer fully trust.
The 2024 Edelman Trust Barometer underscores this trend, revealing that 64% of APAC residents believe journalists and reporters are deliberately misleading – a higher level of distrust than they hold for government or business leaders (59%). This proactive stance is particularly evident in Malaysia, where a remarkable 75% of the population distrusts media sources, signaling a region-wide demand for transparency and genuine connection.
In response, some institutions are trying to rebuild credibility. Singapore’s largest media network, SPH Media Trust, set up a dedicated fact-checking service aimed at combatting misinformation and positioning itself as a trusted source of truth. However, these efforts to reinforce institutional trust face an uphill battle as consumers increasingly seek alternative sources. This declining trust in traditional media is driving people to more personalized media havens: Channels that are digestible, personality-driven, and emotionally resonant. People are increasingly choosing opinionated commentary over impartial reporting, turning to creators that they feel understand them.
One of the clearest examples of this shift is the rise of comedy as a cultural barometer. In Malaysia, Nigel Ng, the stand-up behind the viral Uncle Roger persona, has expanded his comedic empire globally with a new sitcom in development at ABC Signature. Fellow Malaysian comedian Kavin Jay, known for his unapologetic humour and cultural commentary, had a Netflix special that ranked among IndieWire’s top 10 comedy specials.
In India, comedians like Varun Grover and Vir Das continue to tackle taboo and political topics through humour, drawing strong Gen Z and Millennial audiences seeking authenticity and boldness in commentary. In China, the relationship between feminist comedian Yang Li and brands that mainly target men resembles a public stress test for the limits of expression.
During the “Double-Eleven” shopping festival, Yang Li’s satirical remarks on a livestream sparked backlash from male audiences. The topic “Has Yang Li gone too far?” garnered over 2 million views on Zhihu, China’s Quora-like platform, with over 1,500 user posts. This highlighted the volatile intersection between creator voices and public opinion.
This craving for authenticity extends well beyond comedy into the continued success of podcasts. Across the region, and particularly in Australia, long-form audio is thriving. Daily news briefings like ‘The Quicky’ and ‘The Briefing’ by Mamamia, are redefining accessible current affairs. Sports and pop culture podcasts led by personalities like Hamish & Andy and John Graham attract massive listenership by combining entertainment with a trusted perspective. The pattern is clear: Consumers are moving from institutional commentary to conversational intimacy.
This preference for authenticity is also reshaping how people evaluate platforms themselves. Australia’s relationship with tech companies has become increasingly complex. In 2024, the country introduced a landmark ban on social media access for children under 16 to prevent exposure to toxic content, with Prime Minister Anthony Albanese declaring: “Social media is doing harm to our kids and I’m calling time on it.” In parallel, the government mandated that digital platforms pay for credible journalism, a strong defence of editorial independence. Still, creator-led credibility continues to rise, with 31% of Australians now citing celebrities and influencers as their primary news sources.
Yet, analogue media’s quiet resurgence should not be overlooked. In tightly regulated environments like China, state-run newspapers remain among the most trusted sources. In Japan, Nikkei is actively modernising its positioning, targeting younger readers with campaigns that promote its journalism as a tool for career growth. In December 2024, e-Nikkei became the first digital news outlet in Japan to surpass 1 million paid subscribers, a 13% year-over-year increase. This signals a renewed appetite for premium, trusted content.
All of this unfolds against a backdrop of intensifying digital deception. Across APAC, fraud incidents involving deepfake images or videos rose by 1,530% between 2022 and 2023, making it increasingly difficult to distinguish reality from fabrication. In this environment, trust is fragile, and signals of legitimacy are more important than ever. A recent Twilio survey found that 70% of APAC consumers are more likely to trust a brand’s communication if it includes a verification badge, and 57% say that branded text messages improve trustworthiness.
Ultimately, as the media landscape fractures, power is shifting toward tailored media ecosystems that feel more human and emotionally safe. For brands, this moment demands a fundamental shift in strategy: To move beyond traditional advertising and embrace personality-led insights, long-form storytelling, and content that resonates deeply, not just broadly.
In a post-trust environment, it is not just about truth; it is about relevance and resonance. Brands must become active participants in the conversations that matter to their audiences, collaborating with trusted creators and investing in platforms that prioritise authenticity and transparency. The future belongs to brands that can navigate this fragmented landscape with agility, empathy, and a genuine commitment to building trust.
This thought leadership piece is written by Aditya Kilpady, Regional Strategy Director, UM APAC
The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.
