According to new research by Rakuten Advertising, three out of four consumers agree that brands should offer benefits to frontline health workers, while 73% prefer retailers communicate with compassion and empathy. It’s also important for brands to include information on how they’re responding to COVID-19 as well as plans on continuing operations.
Across APAC, 56% of respondents would suspend regular factory production to produce essentials such as face masks and sanitisers, but this figure rose in China where 73% felt this way.
Just over half in APAC felt that ads and communications strategy should include humorous tones, with Australia being the most susceptible to humour. A third of Australians think humour should be avoided altogether in ads, while in India, 73% think so.
The study also showed the sheer volume of APAC consumers who continue to turn to international ecommerce retailers and brands. For instance, 87% of Malaysians and 84% of Indians shop on international sites because of a wider selection of products, while 78% of Chinese consumers believe international retailers offer more genuine and authentic products.
Australia and New Zealand preferred to keep it more local than other markets with 52% and 66% respectively using international sites for lower prices and better bargains. See here for the full report.