"Filipinos want brands to take a stand", 16 December 2018

Zero poverty, quality education, and good health and well-being are the three social issues that Filipinos care most about—and they expect brands to become more involved in addressing these issues, too.

This is one of the key findings of “Purpose In Asia,” a report published recently by global market research company Kantar, which looks at the role brands play in issues that matter highly to their Asian consumers.  The study also looks at the impact of brand purpose and authenticity on business.

...The research shows that 90 percent of the region—and 97 percent of Filipinos—favor brands that are engaged in social issues, provided that these are causes that they care personally about.

...The study adds that brand engagement with such issues will result in better business, as  almost 80 percent of Filipinos surveyed said they would buy brands aligned with their views, while over 70 percent said they would be happy to pay “a little more” for brands with sustainability credentials.

...Given such insights, the report says brands can take these five courses of action: educate consumers about their issues of concern; initiate and fund programs surrounding these issues; fund organizations directly involved in these issues; run campaigns to raise awareness; and change business practices to support these issues.