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.


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...

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