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

Anne Rayner, Vanessa Gibbon and Becki Southern

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...

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