sauce: YouGov Profile
Key findings:
-
Almost half of APAC consumers are attracted to socially conscious brands (48%) that exhibit values that align with their own (46%) and are involved in issues of broader social concern .
-
Consumers aged 35-54 are most likely to consider brand values when making purchasing decisions (50%), and most consumers aged 35-44 value brands that address social issues. (52%).
-
Brands with a moral message are more likely to appeal to three in five (62%) APAC consumers.
-
Regionally, more than half of Indonesian consumers (54%) and more than two in five Thai consumers (45%) believe that a brand adheres to values that align with their outlook before making a purchase. I’m considering whether or not.—Highest across major APAC markets. They are also most likely to value brands that address social issues (59% and 47%).
-
Meanwhile, in Indonesia (80%) and Hong Kong (60%), brands with moral messages have the most widespread appeal, with just under a third of consumers preferring brands involved in social issues.
methodology: YouGov Profiles are based on continuously collected data and rolling surveys, rather than from a single, limited survey. Australian Profile data is representative of adults (18 years and over) across the country, weighted by age, gender and region, and reflects the latest population estimates from the Australian Bureau of Statistics (ABS).
Hong Kong profile data represents the adult online population (18 years and above) weighted by age and gender and reflects the latest population estimates from the Hong Kong Census and Statistics Department (C&SD). Indonesia Profile data represents the adult online population (18 years and older) weighted by gender, age, socio-economic class, and urban stratum and reflects the latest population estimates from Statistics Indonesia (BPS).
Singapore Profile data is representative of all adults (18 years and above) across the country, weighted by age, gender and ethnicity, and reflects the latest estimates from the Singapore Department of Statistics (DOS).
Thailand Profile data represents the adult online population (18 years and older) weighted by gender, age, region, and household monthly income and reflects the latest population estimates from the National Statistics Office of Thailand (NSO).
Other findings:
-
When choosing environmentally friendly and humane product options, almost half of Asia Pacific consumers prefer brands that are socially and environmentally responsible (48%) and committed to fair trade processes (53%) The latest data reveals that you are looking to purchase from.
-
Almost half are willing to pay more for environmentally friendly products (51%).
-
Buying from socially and environmentally responsible companies is a priority for most Thai (62%) and Indonesian (55%) consumers, while in Singapore (33%) and Hong Kong (34%) Only about a third.
-
Nearly two-thirds (64%) of Indonesian consumers try to pay attention to Fairtrade products, compared to two in five consumers in other major APAC markets who say the same only.
-
Indonesian consumers are the most willing to spend more. Consumers in Thailand (51%) and Australia (50%) prefer eco-friendly products (72%), but less than half of consumers in Singapore (41%) and Hong Kong (38%) prefer them.
-
In addition to social and environmental considerations, almost half (49%) of consumers in Asia Pacific are concerned that a wide range of online and multinational companies are displacing small and medium-sized businesses in the region. Masu.
-
More than half of APAC consumers prefer to buy from local community shops over foreign shops (51%) and try to support local businesses (56%). Older consumers tend to prefer buying from and supporting local businesses.
-
By region, Indonesian consumers are most likely to support local businesses (82%) and prefer to shop locally (68%), followed by Australia.
-
Meanwhile, Singapore is the only market where less than half of consumers (49%) say they make an effort to support local businesses and prefer to shop locally (40%).