The research, conducted by Sustainable Brands™ and Dr. Dangjaithawin
Anantachai,
Managing Director of INTAGE Thailand, surveyed 1,000 consumers in each
market on topics arranged around the nine most impactful consumer
behaviors
identified as part of Sustainable Brands’ Brands for
Good program, and local
awareness of global and regional brand actions.
Numerous surveys have shown that
sustainability is a winning proposition for companies and that being a socially
and environmentally responsible
brand
is correlated with being a brand consumers trust. But until now, there hasn’t
been as much research on Asian consumers, which has made it hard for those
working in sustainability or marketing departments at organizations operating in
Asian markets to push for action.
“This is the first time we conducted a study in these four countries, where
Sustainable Brands exists. The goal was to access consumer values, attitudes and
behavior around sustainability,” Anantachai said, while presenting the findings
at the recent Sustainable Brands Asia-Pacific 2022
conference. “Consumers
show a strong desire to be sustainable, are willing to pay, and be loyal to a
brand, if they are able to help them live a more sustainable
life.”
The survey shows the reasons and barriers to Asian consumers adopting more
sustainable habits and behaviors. It’s meant to be a guide to meeting consumer
desires, not a framework for comparing attitudes between countries. That is why
even in instances in which the figures vary between the four Asian markets, and
other places where similar surveys have been conducted — such as the United
States
— it doesn’t mean that consumers are more sustainable in any particular market.
Rather, it shows that they face different challenges and live in vastly
difference economic and social contexts.
“The common reasons and barriers preventing consumers from taking further steps
is that they don’t know where to start, or sometimes the problems are too big;
but it doesn’t mean that they don’t want to do it,” Anantachai said.
For example, the main barrier to consumers reducing food
waste (one of the nine most impactful behaviors)
in Japan was cited as inconvenience; but in Malaysia, it was the
perception of high costs. Meanwhile, the barrier to going
circular (another impactful behavior)
in South Korea was the unavailability of such products; and a barrier to
expanding equity and
opportunity
in Thailand was that consumer don’t know where to start. Environmental issues
were of higher concern in more developed Japan and South Korea, while social
concerns were seen as more pressing in Malaysia and Thailand.
When it comes to social issues, one interesting finding was there was increased
support or awareness of the need to support women and girls and
address inequality (two more of the nine impactful behaviors) among Gen Z consumers — between the ages of
18-29 — in all four countries.
Despite these differences, broadly, sustainability was an overarching desire
everywhere.
“Most consumers feel they have strong and moderate intentions to live in a way
that protects the planet and its resources,” Anantachai said.
The survey also looked at the impact of COVID-19 — which, besides the public
health impacts, has created economic challenges across Asia. There is evidence
that the pandemic has exacerbated
inequality,
and made some environmental concerns — such as plastic
waste
— worse.
“COVID-19 and the economy are making it harder to live a simple, sustainable
lifestyle,” Anantachai said. It also may be limiting consumers’ ability to make
sustainable choices — according to the Asian Trend Tracker: “There is no
significant increase in intention to take action over the next 12 months,
perhaps due to COVID-19.”
The Brands for Good Socio-Cultural Trend Tracker
surveys are aimed at
empowering brand decision-makers by tracking the changing drivers and behaviors
of consumers around the intersections of brands and sustainable living. In the
US, this research has been used by
marketers
to stay ahead of a rapidly changing consumer landscape. This initial survey
builds the groundwork for similar ongoing research and tracking in Asia.
But there’s no need to wait; because, according to Anantachai, there is already
a wealth of data in the report that Asian brands can use to do better marketing,
but also innovate in ways that meet consumer demand.
“Consumers show a strong desire to be sustainable, are willing to pay and be
loyal to a brand, if they are able to help them live a more sustainable
life,”
she said. “Consumers are waiting for brands.”
Now, it’s time for brands operating in Asia — armed with these findings — to begin meeting
those desires.
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Media, Campaign and Research Consultant
Nithin is a freelance writer who focuses on global economic, and environmental issues with an aim at building channels of communication and collaboration around common challenges.
Published Mar 2, 2022 2am EST / 11pm PST / 7am GMT / 8am CET