Purpose in China: The future role of brands

This WE Red Bridge and Kaleido Insight whitepaper discovers that Chinese consumers are having elevated demands about localized brand purpose, but brands themselves are not prepared to deliver.
  • A good product is no longer enough for the pragmatic Chinese, but companies operating in China must start to define why they do what they do to remain relevant to their customer base.
  • Aligned with their Western counterparts, Chinese consumers now expect brands to be ethical with their data (47%), take a stance on social issues and play a wider role in society (83%).
  • Only 16% of Chinese business professionals strongly agree that they are equipped to help their companies exercise brand purpose.
  • Every feature, communication and customer touchpoint must reinforce the fact that the brand understands Chinese values, and...

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