凱度-2018年亞洲消費(fèi)者調(diào)查報(bào)告（英文）

1、1,P U R P O S EI NA S I AW H A TM A T T E R ST OC O N S U M E R SA N DW H YI TM A T T E R SF O RB R A N D S,,,,,,,,,,,,,INTRODUCTION,The rising tide of social consciousness is causing many global brands

2、to weave purpose into the fabric of their businesses- through mission statements, narratives and campaigns. Some businesses were built from the beginning with the belief in mind – take The Body Shop’s pursuitof soc

3、ial and environmental change. Others have interlaced purpose into their campaigning, for example Dove’s Real Beauty campaign that has run successfully for over fifteen years. More recently, brands have reacted to he

4、ated socio-cultural debates with corporate activism, resulting in the clash of brands and politicians, such as in the case of Nike.,This trend of incorporating purpose will only get more pressing with time. 61% of

5、centennials and 58% of millennials globally ‘like brands that have a point of view and stand for something’, compared to 50% Gen X and 48% of baby boomers2. Brands now have anexpectation ‘to do the right thing’ or r

6、isk consumer backlash.,But having a purpose is not just important for altruistic reasons. More and more, purpose ‘done right’ is resulting in profit. Crusading brands with a mission have seen strong brand growth, wi

7、th Unilever’s ‘Sustainable Living’ brands growing more than 50% faster than the rest of the business and accounting for 60% of growth in 2016.,For purpose to work, it needs to be authentic and meaningful. It needs t

8、o resonate with the audience but also be relevant to the brand itself. However, in a diverse and multicultural world, a one- size-fits-all approach does not work.Social movements that emerge in the West are not nec

9、essarily relevant to a consumer on the other side of the world. The need to understand the nuanced social issues driving people has never been more important to local and global brands alike – especially when it com

10、es toAsia3.,This report seeks to understand the social issues that matter to people in the region and the role that they believe brands should play within this complex environment. It investigates:,What issues matte

11、r: the issues Asian consumers see, and the ones they care aboutHow issues circulate: where consumers get their information and how they share itThe role of brands: connecting with consumers through relevant purpos

12、e,In a world of more conscious consumption, the role of brands has changed from:A positive impact in people’s livesA positive impact in people’s livesand the world they live in1,,,2,,,Without a sense of purpose, n

13、o company, either public or private, can achieve its full potential. It will ultimately lose the license to operate from key stakeholders.Larry FinkCEO BlackRock,3,,METHODOLOGY,Defining and measuring the issues th

14、at matter to people across a diverse landscape such as Asia presents challenges. To ensure alignment, theresearch used the consistent framework of the UN Sustainable Development Goals (SGDs).,The survey, hosted by L

15、ightspeed, covered over 3,000 respondents in nine markets across the region. The group were questioned about the issues that they felt were most important to them, what they felt the heard the most about, how they

16、interacted with these across different media and their thoughts on brand engagement of social issues.To ensure a true and meaningful data set in this personal topic, the survey leveraged Lightspeed’s Modern Survey

17、Design principles both ensuring a device agnostic survey and being designed specifically with the consumer’s time and experience in mind, utilising proprietary Award-Winning QuestionArts tools to best engage the res

18、pondents.,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

19、,,,,,,,,,,,,,,,,Social media analysis using Netbase was then undertaken to understand the different nuances within theconversations around the issues that were selected as most important within each market; data cov

20、ered a year’s worth of comments and cleaning and processing utilised Kantar’s research grade data principles.,4,,Having a positive influence on the world can mean many things to many people. From climate change to e

21、conomic inequality, discussions around social issues focus on the challenge facing the collective, and the steps that need to be taken to resolve it.,5,The study found that despite the awareness of numerous global

22、conversations around specific issues, there is a disconnect between what people hear about and what they care about. This has major implicationsfor brands looking to connect with consumers, as although their global

23、 campaigns may be acknowledged by their audiences, their resonance is called into question.,1WHAT ISSUES MATTER,There is a disconnect between what people hear about and what they care about.,WHAT ARE THEY HEARI

24、NG ABOUT?,Globally, there are two high-profile issues areas currently garnering a large share of attention. Sustainability, specifically the need to reduce the human impact on the environment, is a focus for governme

25、nts, issue-driven organisations and brands alike. From slowing and mitigating the effects of climate change to reducing the speed of deforestation, consumers are highly aware of the issue. And brands are responding

26、. From highlighting sustainability credentials in their supply chains to renewable energy investment, brands are focused on ticking the climate change box. In this case it’s often a logistical overhaul that cements

27、the brand’s position as being ‘sustainable’,or the domain of brands that have cut their teeth in this environment and have developed their offer specifically with sustainability in mind.,In addition, gender issues a

28、re another area where brands are taking a stand. From #likeagirl to the #metoo movement, recognition of women’s rights has been an area where many brands have involved themselves. And as a numberof high-profile LGB

29、TQI+ debates and legislative changes take place across the world, brands are also using their platforms to announce their support for communities and further the discussion.Unlike with climate change, brands can sh

30、ow support without necessarilychanging their business models. However, those brands that are doing it well are devoting large marketing budgets to campaigns to promote their stanceand risking backlash and boycott fr

31、om communities who may be opposed to their view,Within Asia, both climate change and gender emerged as the two prevailing themes when people were asked what issues they had heard about most – whether through the ne

32、ws, online, word of mouth or through brands. 44% of people questioned said they had seen climate change mentioned recently, whilst 41% cited gender.,Large multinational brands have been effective in aligning with th

33、eseglobal debates and delivering nuanced campaigns in local markets. Take Dove, which effectively tailored its Real Beauty campaign, originally centred on visuals with semi-nude women, for use in more conservative

34、countries such as Indonesia. The issue that it was tackling was the same in each country, however the execution was tailored.,TOP FIVE ISSUES SEEN DISCUSSED ACROSS ASIA,,,,,,,Gender equality,,,Climate action,6,Both

35、climate change and gender emerged as the two prevailing themes,WHAT DO THEY CARE ABOUT?,However, the study revealed a clear disconnect – the social issues that people hear about most are not necessarily the issues

36、 that resonate with them most or the ones that they care about on a more personal level.,Throughout the region, when asked what issues were most important to them, two topics emerged – good health andwell-being and

37、no poverty, which appeared within the top five issues of all countries surveyed, and in the top two for six.,Social media analysis revealed the complex, interconnected landscape of social issues that are being discu

38、ssed across markets, with topics taking on different nuances depending on the country.,The results did not differ hugely by gender or age. Good health and well-being was equally important to both genders across all

39、 markets. Men were more likely to select poverty and hunger, while women were more likely to select education and gender equality, but only marginally.Younger people were more passionate about issues surrounding hea

40、lth, poverty, education and hunger whilst older generations were more concerned with decent work and economic growth, clean water, and affordable energy.,TOP FIVE ISSUES PEOPLE CARE ABOUT ACROSS ASIA,Younger people w

41、ere more passionate about issues surrounding health, poverty, education, and hunger whilst older generations were more concerned with decent work and economic growth, clean water, and affordable energy.,,,,Good heal

42、th and well-being,,,,,,,,,,,,,No poverty,7,,,In some countries, good health was strongly associated with lifestyle.Australian, Thai, Malaysian and Korean consumers on social media focused on the sharing of fitness

43、tips, healthy recipes and motivational quotes.,The mental aspect of good health was also widely discussed in recently urbanised markets like Malaysia, Singapore, Thailand and South Korea,with conversations advocatin

44、g awareness about depression and the need for self- care.,Health concerns took a more serious bent around vaccinations in markets like Taiwan and Philippines where vaccination scandals were a hot topic, and India an

45、d Indonesia where comments promoted the need for more education about vaccinations.,A large number of women in India don’t have access to sanitary towels, which is a contributing factor to high maternal mortality.

46、This fact was circulated on social media along with details on the importance of good menstrual hygiene. Many posts mentioned #padman, the story of an inventor of low-cost sanitary products for Indian women.,The top

47、ic of poverty saw a strong focus on the local poor within discussionson social media. Even in considerably affluent markets like Singapore, Taiwan and South Korea, there was engaged debate about the invisible povert

48、y line, and many comments recognised the need to help those who had not benefited from economic progress through social initiatives or government policies.Malaysia and Thailand highlighted the need for education to

49、 break poverty cycle, whilst Indonesia saw strong concern around helping poor refugees from natural disasters like earthquakes and tsunamis.,In India social media was abuzz with pride over a sharp drop in poverty ra

50、tes, giving India the fastest rate of poverty reduction in the world – an achievement widely credited to the Modi government’s policies.,,,,Good health and well-being,,Even in considerably aThuent markets like Si

51、ngapore, Taiwan and South Korea, there was engaged debate about the invisible poverty line.,,,,,,,,,,,,,No poverty,8,,,,,,,,Gender equality,Although global gender issues did not come through as highly important t

52、o individuals questioned, many causes were still discussed in social media throughthe lens of women’s issues, for example, quality education.,A popular hashtag in India was #BetiBachaoBetiPadhao, which translates t

53、o “save the girl child, educate the girl child”. It spiked on International Women’s Day, but also saw consistent usage throughout the year, and was widely used in all kinds of contexts to celebrate the girl empowere

54、d through education.,,,Climate change as a topic did not place high on importance for most countries, except in Korea and Taiwan. Social conversations discussed the impact of climate change on the seasons and local

55、pollution, with drastic changes in temperature and air quality perceptibly worsening due to pollution.,In Australia, climate change focused on energy as conversations around affordable and clean energy included the

56、term “climate” just as frequently as “energy”. Online debate in Australia was clearly conscious of the country’sbeautiful and unique natural environment– especially The Great Barrier Reef – and the need to preserve

57、it throughresponsible energy production, switching to solar farms and shutting down coal- powered factories.,Social conversations discussed the impact of climate change on the seasons and local pollution, with dras

58、tic changes in temperature and air quality.,,,Climate action,9,,For some issues, there was also a notable difference between what mattered to consumers in emerging and developed markets. Quality education emergesas

59、 an important issue for all of the developing markets in the study - India, Indonesia, Malaysia, Thailand and the Philippines – where it is seen as a stepping stone out of poverty.,Across many of these markets there

60、 was harsh criticism levelled at a dissatisfactory public education system, which was often blamed as a root cause of the poverty cycle. The seriousness of the dissatisfaction ranged from angry to hopeful: in the Ph

61、ilippines, many different social hashtags abounded as arallying point for furious college students protesting for better tuition fees, whilst in Malaysia, netizens shared positive and inspirational stories of local

62、educators who had gone beyond the call of duty to teach their students.,Across many of these markets there was harsh criticism levelled at a dissatisfactory public education system, which was often blamed as a root

63、 cause of the poverty cycle.,,,,,,,Quality education,10,,Developed markets were more focused on the issue of decent work and economic growth, especially where stagnating growth put the spotlight on rising unemployme

64、nt rates and costs outpacing wages.,In South Korea in July 2018, the number of official hours in a working weekwas reduced from 68 to 52 hours, and although most salaried workers saw this as a positive move for work

65、-life balance, Korean discussion online was polarized over the change, with many seeing it as a wage cut.,Both Singapore and Taiwan saw common themes around using foreign talent to rejuvenate the economy, with a sen

66、se of pessimism over whether it was possible for government action to improve wages.,Developed markets were more focused on the issue of decent workand economic growth, especially where stagnating growth put the

67、 spotlight on rising unemployment rates and costs outpacing wages.,,,,,,Decent work and economic growth,11,,KEY FINDINGS,12,1Local issues take precedence over global: people care about poverty, hungerand access

68、to education, but they want to discuss the situation at home before they debate what’s happening abroad,2Global issues are relevant, however these are brought up in relation to more specific local problems. A loc