Nearly half of APAC consumers are drawn to socially conscious brands according to new data from YouGov Profiles which found that 46% of APAC consumers are drawn to socially-conscious brands that display values aligned with their own and get involved with issues of wider societal interest (48%).
The report noted that, in particular, consumers aged 35-54 years are most likely to consider a brand’s values when making purchase decisions (50%), while most consumers aged 35-44 years appreciate brands that engage with social issues (52%).
According to the findings, those brands that “have a moral message are also more likely to appeal to three in five (62%) of all APAC consumers,” said YouGov.
Regionally, more than half of Indonesian consumers (54%) and over two in five Thai consumers (45%) consider whether a brand upholds values that align with their personal outlook before making a purchase – the highest across key markets in APAC. They are also most likely to appreciate brands that engage with social issues (59% and 47%).
The survey found that brands with a moral message enjoy 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 choosing green and humane product options, latest data from YouGov Profiles reveals that about half of all APAC consumers try to buy from brands which are socially and environmentally responsible (48%), and which engage in fair trade processes (53%). Notably, around half are also willing to pay more for eco-friendly products (51%).
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%).
In terms of looking out for fair trade products is something close to two-thirds of consumers in Indonesia (64%) 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 Singaporeans (41%) and Hong Kong (38%) consumers would.
Besides social and environmental considerations, around half of all APAC consumers are also concerned with large online and multinational enterprises driving out small businesses in their community (49%).
Over half of all APAC consumers also prefer buying from local community shops over foreign ones (51%) and make an effort to support local businesses (56%). In general, older consumers are more likely to express a preference to buy from and support local businesses.
According to the findings, regionally, consumers in Indonesia are most likely to conscientiously support local businesses (82%) and prefer shopping locally (68%), followed by Australia. On the other hand, Singapore is the only market where less than half of consumers say they make an effort to support local businesses (49%) and prefer shopping close-by (40%).
Image by Lara Jameson