Zeno Group Strength of Purpose Asia Pacific Phase II

APAC consumers are more likely to support a brand making a profit if it has a “positive impact” on the world.
  • 96% of respondents say brand purpose is important but only 45% believe that most brands have a strong purpose.
  • The most important values APAC consumers want to see include honesty, safety, social responsibility, authenticity, sustainability and loyalty.
  • A company should be able to articulate its purpose internally; consumers expect business and brand leaders to live by their company purpose as well....

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