Global brands have the power to make things better, according to 85% of APAC consumers surveyed in McCann Worldgroup’s ‘The Truth About Global Brands 2: Powered By The Streets’ report, released recently in Singapore.
According to the report, which covers 29 countries, the APAC region’s firm belief in the power for brands to do good was surpassed only by Africa, where 89% of respondents agreed with the statement. In Europe, only 66% of respondents agreed.
“Basically, the world is voting for all of us to start thinking about what we can do to fulfill this promise,” said McCann Worldgroup’s regional planning director Judd Labarthe.
For more, read WARC’s report: How Asia’s consumers see the world.
“What we are seeing happen – including across Asia Pacific – is that intolerance is on the rise and interest in other people is on the decline. The silver lining, fortunately for brands, is that when there is a lack of empathy in lots of people’s lives, people believe that global brands have tremendous power to make the world a better place,” Labarthe said.