Purpose in Asia: What matters to consumers, and why it matters for brands

Looks at the social issues that matter to people in the APAC region, and the role that they believe brands should play within this complex environment as consumers in Asia are calling for brands to have purpose.

Introduction

The rising tide of social consciousness is causing many global brands to weave purpose into the fabric of their businesses, through mission statements, narratives and campaigns. Some businesses were built from the beginning with a certain belief in mind – take TOMS and Warby Parker, which built their business models around their purpose to provide shoes and glasses, respectively, for those in need. Others have interlaced purpose into their campaigning, for example Dove's Real Beautycampaign that has run successfully for over 15 years. Nevertheless, still others – which will probably become a much larger group this decade...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands