Report: Aussie Consumers Want Brands To Stand Up For Local Causes

Report: Aussie Consumers Want Brands To Stand Up For Local Causes
SHARE
THIS



A new study has found that three-quarters of Australians want brands to get more involved with the issues they care about.

This is the insight from Purpose in Asia, a new report from Kantar revealing a disconnect between the causes that dominate global media and international brand campaigns, and issues that matter to consumers across the region.

“These figures reveal that for many, an authentic brand purpose is now an expectation as opposed to a bonus,” Kantar Australia’s head of brand, Gareth O’Neill, said.

“The causes closest to home for Australians are health and well-being and ending poverty, with affordable, clean energy also pressing concern.”

The study highlights the influence of social media in circulating information about causes. TV still dominates but one in three (32 per cent) Australians ‘like’ posts on social media around an issue they care about – however, they are the least swayed across the region by these sorts of campaigns.

“Aligning with the issues that matter to consumers makes business sense, with one in four (42 per cent) of Aussies questioned saying they are more likely to buy brands aligned with their views,” O’Neill said.

“Thirty-eight per cent would be happy to pay ‘a little more’ for brands with sustainability credentials. However, this commitment is substantially lower than the 60 per cent average across all of Asia.”

“We’re still very skeptical down under though. Just a third of us feel brands authentically engage with issues. Compare that to India where 74 per cent perceived this as trustworthy brand activity.”

“But across the region, consumers believe brands have a key role to play in advancing the issues that matter to people – “brands just need to work a bit harder in authentically connecting with Australians.

“In terms of the role brands should play, educating consumers about an issue was the top activity cited, followed by initiating and funding programs to support the issue, and then funding organisations directly.”

Joy Lee, regional digital consultant for Kantar’s insights division, said brands have understood the power of purpose for a number of years now.

“The challenge, however, lies in identifying what resonates across the diverse landscape of Asia, and then engaging in an authentic way,” she said.

“Brands now have permission to get involved and make a difference. The good news is that this isn’t necessarily about making a lot of noise on the global stage.

“It can also be about supporting local initiatives and driving small but meaningful change where it matters most to people.”

Please login with linkedin to comment

kantar Purpose in Asia

Latest News

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon
  • Media

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon

MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]

by B&T Magazine

B&T Magazine
Adam Suckling Steps Down As CEO Of Copyright Agency
  • Media

Adam Suckling Steps Down As CEO Of Copyright Agency

Copyright Agency today announced that after six years as CEO, Adam Suckling has decided not to renew his contract for a further three-year term. Mr Suckling will leave the organisation in February next year, ending a very successful period of leadership of the Copyright Agency.

The Australian Bureau Of Statistics Teams With UM To Launch National Census
  • Campaigns

The Australian Bureau Of Statistics Teams With UM To Launch National Census

The Australian Bureau of Statistics (ABS) and media agency UM have launched one of the most complex media communication assignments in Australia, the 2021 Census. The campaign is designed to support the ABS achieve a 95 per cent participation rate across the country with the roll out across every household and all people aged 18 plus, monitored and followed-up by about 20,000 ABS staff. The campaign’s […]

What’s Next For Email Marketing?
  • Media
  • Technology

What’s Next For Email Marketing?

What's next for email marketing, you ask? Let's hope it's not a return to tacky chain emails with bad jokes.

by B&T Magazine

B&T Magazine
Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]