More APAC consumers gravitating to brands with purpose: report | WARC | The Feed
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More APAC consumers gravitating to brands with purpose: report
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.
- 96% of respondents say brand purpose is important but only 45% believe that most brands have a strong purpose.
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