Brand purpose in Asia: Consumers seek brand support for societal issues | WARC | The Feed
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Brand purpose in Asia: Consumers seek brand support for societal issues
A BBDO Asia report finds growing demand for brand purpose in the region, with brands becoming an unlikely ally for Asian citizens as they look to fill the gap where national institutions often cannot or will not.
Why it matters
Asian consumers are seeking brand support to confront societal issues and it is important that companies advocate social values – instead of just producing shareholder value – because a brand’s goal should go beyond achieving marketing objectives to also meet societal needs.
Takeaways
- The BBDO study, ‘Brand Purpose in Asia’, focuses on consumers in China, Japan, South Korea,...
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