More APAC consumers gravitating to brands with purpose: report | WARC | The Feed

Consumers in Asia are eight times more likely to buy from brands they believe to have a strong purpose – a two-fold increase from last year’s research, according Zeno Group’s annual Strength of Purpose report. 

Why it matters

APAC consumers are more likely to support a brand making a profit if it has a “positive impact” on the world and they are also more likely to “forgive” a purposeful brand for missteps or if it faced public criticism.

Five findings