These are among the findings in the latest Truth About Global Brands study from agency network McCann Worldgroup, which surveyed 24,000 people across 29 markets to explore consumer perceptions about global institutions and brands.
The research, which involved McCann Worldgroup mobilising its entire workforce to conduct interviews, found that 72% of people believe global institutions like the World Bank and the United Nations do not understand the needs of their country.
But they also have generally positive attitudes about global brands, which are regarded as being able to play a valuable role in contributing to local cultures.
According to the survey results, APAC consumers are particularly open to the concept of a modern, globally connected world, with 85% of them believing that the blending of cultures leads to a better world and the same proportion saying that globalisation has expanded their opportunities.
In addition, 90% of the 8,500 consumers polled in nine APAC markets think that globalisation is a key way to increase innovation and creativity.
More than three-quarters (77%) of consumers in the region say they think of themselves as a “global citizen”, the McCann study revealed, adding that Asians are far more trusting than their counterparts in other regions.
That said, they are also much more insistent on the importance of truth, requiring twice as many sources as Americans or Europeans before they are convinced.
For example, 68% of consumers in Singapore, where McCann unveiled its findings last week, say “it’s important to put the truth before other factors in all situations”, a 23-point jump since 2015.
However, for all the positivity APAC consumers have about globalisation, the survey also revealed that, when it comes to trust, 59% say they think of local brands compared to the global average of 56%.
According to Campaign Asia, that represents a 19% increase since the first iteration of the Truth About Global Brands study in 2015.
Commenting on the trend, Judd Labarthe, McCann APAC regional planning director, said: “Local brands are definitely on the rise, but global brands enjoy much greater influence, so long as they wield it sensitively.”
Sourced from McCann Worldgroup, Campaign Asia; additional content by WARC staff