SE Asia consumers put added emphasis on social responsibility

Edelman’s “Good Purpose 2012” report, based on a study of 8,000 consumers in 16 markets, highlighted a growing consumer demand for brands with purpose.

It showed consumers in the 'bull' markets of Indonesia, Malaysia, China, India, United Arab Emirates and Brazil place a greater emphasis on brands with purpose than consumers in markets like the US and Western Europe - the so-called "Bear" markets.

A total of 82 per cent of consumers in “Bull” markets were more likely to recommend a brand that supports a good cause, compared to 64 per cent in the US and Western Europe.

Consumers in “Bull” markets are also purchasing products with purpose with greater frequency than those in more mature markets, it added.

Edelman said the trend towards socially responsible brands is driven by increased purchasing power across rapid growth economies.

Carol Cone, global practice chair of business and social purpose at Edelman, said, “Purpose, a brand or company's reason for being beyond profits, is now pervasive around the globe. For purpose-driven initiatives to gain their greatest impact, both business and social, they must be in line with larger socioeconomic trends and customised to meet the ever-changing needs of consumers."