Olivia Parker
Dec 7, 2018

Here's the 'purpose' Asia really wants brands to serve: Kantar

When well-meaning campaigns and initiatives filter down from global headquarters they can end up meaning little to local markets. A new Kantar survey explores the issues people really care about in the region.

A still from Waterschool, a film about an initiative by Swarovski to develop sustainable practices around water use in six countries including India and China.

90% of consumers surveyed by Kantar in Asia think brands should be getting involved in and acting on social issues as well as selling goods. Almost two thirds 60%, on average agreed that such action would make them more likely to open their wallets.

In a survey of over 3,000 people and social-media analysis in nine Asian markets, Kantar’s new report, released today, also explores exactly which issues people care about, on what platforms...

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