CMOs: Asia-Pacific consumers don't pay for brands that support causes

A World Federation of Advertisers study reveals a big disconnect between the actual attitudes of Asia-Pacific consumers about brands that exhibit a higher purpose and CMO perceptions of those attitudes. The WFA surveyed more than 800 marketers in 33 countries. Only 4 per cent named APAC as the region with the greatest proportion of consumers who buy brands that support good causes—a result that flies in the face of findings from Edelman's research on brand purpose (see below).