Havas Media's Meaningful Brands Research (APAC)
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Meaningful Brands from Havas Media is able, for the first time, to connect our quality of life and wellbeing to brands. It does this by measuring both the perceived impact of brands on our personal wellbeing (e.g. fitness, health, self esteem, happiness, values, intelligence, satisfaction) and our collective wellbeing (i.e. how brands help improve communities, societies and the environment). Top Story: Only XX% of brands have a positive impact on our sense of wellbeing and quality of life in APAC. This compares with the global average of 20%. People in APAC would not care if XX% of brands disappeared in the future. There is a huge opportunity and demand in APAC to increase the impact of brands on individual wellbeing and quality of life. Sector and Brand findings: Ikea scores particularly well by helping consumers to become more environmentally friendly. Taking a stance on environmental issues is not leveraged across the board by brands in China, yet it is something that consumers are demanding. In India, the key opportunity for consumer brands lies in being open and ethical, considered important by most consumers. Volkswagen receives the highest score of all brands surveyed in China, followed by Nongfu Shangquan, Ikea, Shell and Mobil 1. In India, Reckitt Benckiser and Unilever are perceived as strong performers, as market leaders and in terms of their economic contribution (“Benefiting the economy / creating jobs”). There is quite a lot of variation within each industry in China. For example, the auto industry has highly rated brands such as Volkswagen, which is far above the other brands in the sector. In the food and beverage industry, Nongfu Shangquan is rated highly while other brands in the sector rated much lower. Commitment to the enviroment and community are relatively weak for all brands in China, as consumers indicate that these are improtant yet under developed areas for the sector. As yet these are not areas of focus for Indian consumers. Country Comparisons: Latam consumers show a healthier relationship with brands – with the proportion of brands considered meaningful 50% in Brazil. Consumers in China and India are the most active when considering environmental, social and ethical aspects when purchasing, along with Chile, Mexico and Columbia. Top Ten Brands APAC 1 Unilever 2 Ikea 3 Volkswagen 4 Nongfu Shangquan 5 Maruti Suzuki 6 Shell 7 Reckitt Benckiser 8 Mobil 1 9 Minute Maid 10 Castrol The project is based on one of the largest pieces of research of its kind: 14 markets: UK, US, Spain, Germany, France, Italy, India, Brazil, Argentina, Chile, Colombia, Mexico, China & Japan. 50,000 consumers; 300 brands; 12 industry sectors: APAC (India & China): 25 brands; 2,835 consumers surveyed Contact details Sara de Dios López Director Global Business Innovation [email protected] Havas Media Meaningful Brands Country Factsheet: APAC
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Havas Media's Meaningful Brands is a global brand index which challenges traditional marketing definitions of brand value. Our global study was conducted across 50,000 people, 14 countries, 300 brands, and 12 sectors. Meaningful Brands proves that there’s a huge opportunity for brands to reconnect with consumers by understanding their personal values and enabling them to improve their daily lives. To read more: http://www.havasmedia.com/our-thinking/meaningfulbrands/
Transcript of Havas Media's Meaningful Brands Research (APAC)
Meaningful Brands from Havas Media is able, for the first time, to connect our quality of life and wellbeing to brands. It does this by measuring both the perceived impact of brands on our personal wellbeing (e.g. fitness, health, self esteem, happiness, values, intelligence, satisfaction) and our collective wellbeing (i.e. how brands help improve communities, societies and the environment).
Top Story: Only XX% of brands have a positive impact on our sense of wellbeing and
quality of life in APAC. This compares with the global average of 20%. People in APAC would not care if XX% of brands disappeared in the future. There is a huge opportunity and demand in APAC to increase the impact of
brands on individual wellbeing and quality of life.
Sector and Brand findings: Ikea scores particularly well by helping consumers to become more
environmentally friendly. Taking a stance on environmental issues is not leveraged across the board by brands in China, yet it is something that consumers are demanding.
In India, the key opportunity for consumer brands lies in being open and ethical, considered important by most consumers.
Volkswagen receives the highest score of all brands surveyed in China, followed by Nongfu Shangquan, Ikea, Shell and Mobil 1.
In India, Reckitt Benckiser and Unilever are perceived as strong performers, as market leaders and in terms of their economic contribution (“Benefiting the economy / creating jobs”).
There is quite a lot of variation within each industry in China. For example, the auto industry has highly rated brands such as Volkswagen, which is far above the other brands in the sector. In the food and beverage industry, Nongfu Shangquan is rated highly while other brands in the sector rated much lower.
Commitment to the enviroment and community are relatively weak for all brands in China, as consumers indicate that these are improtant yet under developed areas for the sector. As yet these are not areas of focus for Indian consumers.
Country Comparisons: Latam consumers show a healthier relationship with brands – with the
proportion of brands considered meaningful 50% in Brazil. Consumers in China and India are the most active when considering
environmental, social and ethical aspects when purchasing, along with Chile, Mexico and Columbia.
Consumer Trends: 74% and 62% say they would pay 10% more for socially and environmentally
responsible goods in China and India (highest globally aside from Chile). Information and expense are the main barriers to socially responsible
consumption, with credibility being another key issue in both markets. 84% in China feel it’s the responsibility of companies rather than the
government to solve social and environmental issues (compared with 64% in 2009) and 76% in India with a similar increase since 2009.
95% and 85% say they trust companies with a responsible or social profile more than those without in China and India respectively.
Empowerment is down in China: 64% feel that they can make a difference to how companies behave and this is static in India at 71%.
But so is cynicism: 71% feel that most companies are only trying to be responsible to improve their image and only 12% trust what companies say in this area.
Top Ten Brands APAC1 Unilever2 Ikea3 Volkswagen4 Nongfu Shangquan5 Maruti Suzuki6 Shell7 Reckitt Benckiser8 Mobil 19 Minute Maid10 Castrol
The project is based on one of the largest pieces of research of its kind:
14 markets: UK, US, Spain, Germany, France, Italy, India, Brazil, Argentina, Chile, Colombia, Mexico, China & Japan.
50,000 consumers; 300 brands; 12 industry sectors:
APAC (India & China): 25 brands; 2,835 consumers surveyed
Contact details
Sara de Dios LópezDirector Global Business [email protected]+34 91 456 9090
Nancy LayStrategy & Insights [email protected]+86 10 5923 2710
www.havasmedia.com
Twitter: @havasmedia
Havas Media Meaningful Brands
Country Factsheet: APAC
