BBDO：亚洲地区品牌向善宗旨的研究报告

Becausenotenoughresearchhasbeen

donetoexaminetherelevanceof

BrandPurposeintheAsiancontext.

WHYANOTHER

STUDYON

BRAND

PURPOSE?

AlotofrichmaterialhasbeenwrittenaboutBrandPurposeinrecentyears,butmostofthesestudieshavebeen

carriedoutfromtheperspectiveofwesternmarketsandonlyahandfulwerewrittenwithapurefocusonAsia.

Oftentimesthesestudiesfocusedonidentifyingthemost

relevantsocialtopicstoconsumersintheregionwithout

investigatingwhetherabrandpositioningbasedonsuchtopicswouldmakeabrandmoreappealinganddistinctivetoAsian

consumers.

ConsideringAsia'sdiverserangeofcultures,wealsosawthe

needtobetterunderstandthenuancesthatexistwithinAsia–beitacrosscountriesorwithin–toenablemarketerstoadjust

brandnarratives.

HOWWEWENTABOUTTHESTUDY

RESEARCHMETHODOLOGY

WHAT:Onlinesurveyusingastructuredquestionnairewithclosedandopen-endedquestions

WHO:ThenewgenerationofAsians(aged18to45yearsold)

WHERE:

•MainlandChina

•SouthKorea

•Japan

•Thailand

•Philippines

•India

HOWMANY:N=300/country;N=1,800intotal

Fieldworkanddata-processingcarriedoutbyPureSpectrumonbehalfofBBDO.

LEARNING1:

ASIA'SCONSUMERSAREVERYRESPONSIVETO

BRANDPURPOSE,MAKINGITANIMPORTANT

POSITIONINGSTRATEGYTHATMARKETERS

SHOULDTAKEADVANTAGEOFINTHEREGION.

BBDO

“Itendto

“Brandshelpwith

“I’mfunction

“Iappreciate

“Ilikethebrands

“I’mprice-

sleepshop.”

socialapproval”

driven”

purposebrands”

celebritieslike”

sensitive”

ATTITUDESTOWARDSBRANDS

%WHOSTRONGLYAGREE*

44%43%

39%

35%

39%

36%

34%

40%

40%

36%

28%27%

27%28%

21%

24%

18%

26%

Ialwaysstick

tothesame

brands

Irarelycompare

mycurrentbrand

withalternatives

Ilikebrandsmy

friendstalk

about

Iwantmyfriends

toalsolikemy

brands

Ispendmoretime

researchingthe

qualityofproducts

Ilikebrandsthat

dogoodforsociety

ortheplanet

Ilikebrandsthat

supporttheissues

Icareabout

Ilikebrandsmy

favoritecelebrities

alsolike

Ichoosebrands

thataremore

affordable

Itendtobe

Itendtousethe

ThebrandsIuse

Thetechnologyof

Idon’tmind

Ilikebrandsthat

Ionlyusebrands

Istillbelievewhat

Iactivelylookfor

loyaltobrands

samebrandsas

helpmefeelI

theproductsIuse

watchingaboring

representthe

celebrities

paidcelebrities

brandsthatareon

Ilove

myfriends

belong

isimportant

tome

adifithighlightsaproduct’squality

samevaluesI

believein

alsouse

sayaboutbrands

promotion

BASE:TotalRespondents

*Measuredona5-pointagreementscale

WHICHOFTHEFOLLOWINGDIDYOUBUY

INTHEPAST-3MONTHS?

42%

24%

47%

Net:

32%

30%

21%

INASIA,NEARLYHALFOF

CONSUMERSSAYTHEYHAVE

RECENTLYCHOSENBRANDS

Abrandwithadiscount

Abrandwithagreat

advertisement

Abrandthatmakesa

positiveimpactonsociety

Abrandfromacompanywithgoodvalues

Abrandendorsedby

someonefamous

Abrandofferinghigh

qualityproduct/service

50%

DUETOTHEIRSOCIAL

PURPOSE.

•Itisworthnoting,however,thereisnobrand

purposewithoutanequallycompellingnarrative

aboutthequalityofthebrand'sproductsor

services.

•Amongthosewhosaytheyexpectbrandstohave

asocialpurpose:6outof10choseabranddue

toitshigh-qualityproductsorservices.

BASE:TotalRespondents

BRANDPURPOSEVS.OTHERCONTENTTYPES:

ESPECIALLYRELEVANTFOR‘UPPERFUNNEL’OBJECTIVES

•Brandpurposeisparticularlypowerfulinhelpinga

brandbuildqualitybrand

awareness.Itoutperformsothertypesofcontentwhenitcomestogettingbrandsnoticed,

formingpositiveimpressionswithaudiences,andtriggeringcuriosityamongconsumers.

Indexvs.

AverageforotherContentTypes

250

200

150

100

50

0

Price-relatedinformation

WHATKINDOFBRANDEDCONTENTWILLMAKEYOU…

...Noticebrandbetter

...Form

positive

impression

...Understand…Searchabout...Tellsocial

detailsbetterthebrandcircles…Wanttobuy...Beloyal

Product-relatedinformation

Contentaboutbrandpurpose

Contentfrom

celebrities

Contentfrom

influencers

Note:Index>100(higherthanaverage);<100(lowerthanaverage)

Base:TotalRespondents

Averageforallcontenttypes

LEARNING2:

ALTHOUGHPURPOSE-DRIVENTOPICSVARY

CONSIDERABLYBYCOUNTRY,ONETOPIC

RESONATESSTRONGLYACROSSALL

MARKETS:ENVIRONMENT&SUSTAINABILITY.

BBDO

WHATTOPICSORCAUSES

DOYOUWANTBRANDSTOCHAMPION?

(PLEASECHOOSE3FROMTHELIST)

23%

21%

21%

20%

17%

16%

14%

13%

12%

11%

11%

11%

10%

10%

10%

9%

8%

6%

6%

CONSUMERSACROSS

COUNTRIESWANT

BRANDSTOCHAMPION

34%

Environment/sustainability

Usingnatural/organicingredientsMakingproductsaffordableforallPromotingphysical&mentalhealthUsinglocalingredientsormaterialProtectingcleanwatersources

Empoweringwomen/equality

Drivingdiversity,equity&inclusionProtectinganimalrights/welfare

Payingtherightamountoftaxes

HelpingtostrengthenrelationshipsPromotingnationalpride

Fightingpoverty

AdvocatingforqualityeducationUpholdingfamilyvalues

Payingownemployeeswell

Supportinggovernmentpriorities

SUSTAINABILITY

THEMOST.

•Whenaskedtonominatewhatcausesbrands

shouldchampion,environment-

relatedthemescameoutontop.

•Providingaffordableproductsforthemassesis

immenselyrelevanttotheeverydaylivesofmany

intheregion,rankinghighwithinAsian

consumers’definitionofpurpose.

AdvocatingLGBTQacceptance

Upholdingtraditionalvalues

Freedomofworship

BASE:Purpose-DrivenShoppers

1Environment/sustainability33%

TOP-5,BYCOUNTRY

WHATTOPICSORCAUSESDOYOUWANTBRANDSTOCHAMPION?

Environmentandsustainabilitythemesarewithinthetop-5inallofthecountriescovered.

China

Thailand

Philippines

1Environment/sustainability39%1Environment/sustainability42%

Makingproductsaffordableforall

24%

Usingnaturalororganicingredients

27%

Makingproductsaffordableforall

29%

Usingnaturalororganicingredients

24%

Makingproductsaffordableforall

25%

Promotingphysical&mentalhealth

27%

Socialjustice

23%

Promotingmentalhealth

22%

Usingnaturalororganicingredients

26%

Diversity,equality,andinclusivity

21%

Socialjustice

20%

Usinglocalingredientsormaterial

23%

S.Korea

India

Japan

1Environment/sustainability38%

Socialjustice

Diversity,equality,andinclusivityUsinglocalingredientsormaterial

Protectingcleanwatersources

31%24%17%

16%

Empoweringwomen/equality

Promotingphysical&mentalhealthMakingproductsaffordableforallPromotingnationalpride

25%

23%

22%

21%

1Environment/sustainability31%

UsingnaturalororganicingredientsUsinglocalingredientsormaterialPromotingphysical&mentalhealth

Protectingcleanwatersources

29%

25%

20%

19%

5Environment/sustainability19%

BASE:Purpose-DrivenShoppers

EXPERTVOICE

“Environmentalproblemsandclimatechange

concernseverysingleoneofus.Therecentrecord-

breakingheatwavesthatspannedmorethanhalfof

thelandinChinaaffectedover900millionpeople–

morethanthecombinedpopulationofEurope.These

extremeclimateeventsarebecomingincreasingly

common,andtheyaddmoreurgencytotakingaction

ontheseissues–brandshaveaclearroletoplay

here.”

HARRYCHEN

GroupPlanningDirector

BBDOCHINA

LEARNING3:

THEREISACLEARPATTERNFORMING–

THELESSDEVELOPEDANECONOMYIS,

THEMORESTRONGLYCONSUMERSWANT

BRANDSROOTEDINPURPOSE.

BBDO

ATTITUDESTOWARDSBRANDPURPOSE

%WHOSTRONGLYAGREE*–BYCOUNTRY

46%

TWOCOUNTRIES

STANDOUTINBEING

ChinaThailandPhilippines

S.KoreaJapanIndia

THEMOSTINTERESTED

INBRANDSTHATHAVEA

PURPOSE:PHILIPPINES

65%

65%

64%

61%

ANDINDIA.

56%

52%

40%41%

40%41%

Asia

Average

•Consumersfromtheselessdeveloped

35%

26%27%

23%25%

24%

economieslooktobrandsthemosttoplaya

significantroleinsociety.

21%

“Ilikebrandsthat

standforthegoodof

societyorplanet”

“IlikebrandsthatrepresentthesamevaluesIbelievein”

“Ilikebrandsthat

supporttheissuesI

careabout”

BASE:TotalRespondents

*Measuredona5-pointagreementscale

Ilikebrandsthatsupport

theissuesIcareabout(%StronglyAgree)

ASIA’S“BRAND

PURPOSEPARADOX”

•InAsia,thereisastronginversecorrelationbetweenacountry'seconomicconditionanditscitizens'attitudestowardbrandpurpose.

•Thelessrobustaneconomyis(asmeasuredbyGDPpercapita),thegreaterpeople’sdesirefor

brandstocontributetosocietybecomes.ThisisbestpresentedinmarketslikethePhilippinesandIndiawherecitizensexpectbrandstofillgapsinsocietythatgovernmentsoftencannot.

•Incontrast,themorerobustaneconomyis,i.e.,JapanandKorea,thelesslikelypeoplewilllooktobrandsandcorporationstoembodyapurpose.

ATTITUDESTOWARDS

BRANDPURPOSE

vs.ECONOMICDEVELOPMENT

010,00020,00030,00040,00050,000

GDPperCapita(inUS$)**

Japan

India

R2=0.

9201

Philipp

SouthKorea

Thailand

China

ines

40%

30%

50%

60%

20%

70%

10%

0%

BASE:TotalRespondents

*Measuredona5-pointagreementscale

**Source:WorldBank

Indexvs.AsiaAverage

Indexvs.AsiaAverage

ronment/

s

PHILIPPINES&INDIA:

PEOPLENEEDBRANDSTOALLEVIATETHEURGENTCHALLENGESOFLIFE.

•Insuchcountrieswhicharehighlyvulnerabletotheeffectsofglobalwarming,consumersneedbrandstochampion

sustainability.Moreover,citizensherealsowantbrandstomakeproductsaffordableforall,andhelplocalcommunitiesthrive(e.g.,viauseoflocalingredients,helpongovernmentinitiatives,etc.).

180

160

140

120

100

80

60

40

20

0

DesiredBrandFocus

PHILIPPINES

Prot

wa

ectingcleatersource

n

s

Maaffo

kesprodurdablefor

cts

all

Envi

sust

ainability

Uses100

%local

p

Promoteshysical&

good

mental

ingrediemater

nts/

ial

healt

h

Usesingr

natural

edients

0%5%10%15%20%25%30%35%40%45%

180

160

140

120

100

80

60

40

20

0

DesiredBrandFocus

INDIA

Hel

pgovernm

entin

n

ation-buildagenda

ing

Uses10ingred

0%local

ients/

mat

erial

Usesnatur

al

ingredient

Envirsust

onment/ainability

0%5%10%15%20%25%30%35%40%45%

%Mentions*

BASE:Purpose-DrivenShoppers*aspartoftop-3choices

%Mentions*

THUS,CONSUMERSINTHESEMARKETS

AREMORELIKELYTOHAVEBOUGHTPURPOSE-DRIVENBRANDS.

WHICHOFTHEFOLLOWINGDIDYOUBUYINTHEPAST-3MONTHS?-TOTALASIA

Abrandwithadiscount

42%

Abrandwithagreat

advertisement

24%

Abrandthatmakesa

32%

positiveimpactonsociety

Net:

Abrandfromacompanywithgoodvalues

30%

47%

Abrandendorsedby

someonefamous

21%

Abrandofferinghigh

qualityproduct/service

50%

Base:TotalRespondents

BOUGHTABRANDFORITSPURPOSE*INTHEPAST-3MONTHS–BYCOUNTRY

China

Thailand

Philippines

S.Korea

Japan

India

40%

24%

45%

48%

55%

AsiaAverage

67%

*Net:Boughta”brandthatmakesapositiveimpactonsociety”+

“brandfromacompanywithgoodvalues”inp-3months

EXPERTVOICE

“Anationthrobbingwithfirstworldambitionisdampenedby

thirdworldinfrastructure.AlargepopulationofyoungIndia

hastofaceresistancefromoldconservativemindset.Apathy

ofstatetowardsbetteringbasicqualityoflifeandlackofany

culturalplaybookthatoldergenerationcantapintotorespond

tonewemergingnarratives,compelsIndianstolookupto

brandsaschange-makers!Weexpectbrandstoleveragetheir

resourcesinmakingmeaningfulimpactbeyondsales.Brands

canprovidesocialsanctiontonewideas,theycanbridgethe

infrastructuregap,theycanrightanywrongthatcomesinthe

wayofprogressandthusbecomeacatalysttofulfillingour

firstworldaspiration.”

SURAJAKISHORE

ChiefExecutiveOfficer

BBDOINDIA

LEARNING4:

THEWEAKRESONANCEOFPURPOSE-DRIVEN

BRANDSINJAPAN&KOREACOMESFROMMEN.WOMENINTHESECOUNTRIESLOOKTOBRANDS

ASALLIESONGENDERISSUES.

BBDO

ATTITUDESTOWARDSBRANDPURPOSE

%STRONGLYAGREE*–BYGENDER

17%

14%

13%

“Ilikebrandsthatstandforthegoodofsocietyorplanet”

S.Korea

30%

17%

“IlikebrandsthatrepresentthesamevaluesIbelievein”

30%

23%

“IlikebrandsthatsupporttheissuesIcareabout”

29%

20%

InJapan&Korea,

MenWomen

WOMENWANTBRAND

PURPOSEMUCHMORE

THANMEN.

36%

35%

Japan

29%

•Inthesecountries,womenaremuchmorelikelytoembracebrandsthatarerootedinpurpose-drivenvaluesthanmen.

•ThisisespeciallytrueinJapanwherewomenare2xmorelikelythanmentoseekbrandsthat

embodyapurpose.

“IlikebrandsthatrepresentthesamevaluesIbelievein”

“IlikebrandsthatsupporttheissuesIcareabout”

“Ilikebrandsthatstandfor

thegoodofsocietyorplanet”

Base:TotalRespondents

*Measuredona5-pointagreementscale

TheGenderDivideinJapan&Korea:

WHATTOPICS/CAUSESDOYOUWANTBRANDSTOCHAMPION?

Top-3Choices(in%)

MakingproductsaffordableforallPromotingnationalpride

Payingownemployeeswell

Promotingphysical&mentalhealthEnvironment/sustainability

Socialjustice

Payingtherightamountoftaxes

UsinglocalingredientsormaterialHelpingtostrengthenrelationshipsUsingnatural/organicingredientsAdvocatingforqualityeducation

Empoweringwomen/equality

Fightingpoverty

Protectingcleanwatersources

AdvocatingLGBTQacceptance

Drivingdiversity,equity&inclusionSupportinggovernmentprioritiesProtectinganimalrights/welfareUpholdingfamilyvalues

UpholdingtraditionalreligiousvaluesFreedomofworship

Japan

0%10%20%30%

40%

S.Korea

0%10%20%30%

40%

Men

Women

BASE:Purpose-DrivenShoppers

*Note:aspartoftop-3choices

WHATTOPICSORCAUSES

DOYOUWANTBRANDSTOCHAMPION?

22%

20%

12%

9%

10%

JAPANESE&KOREAN

%whosaid”WomenEmpowerment/Equality”

WOMENSEEBRANDSAS

POTENTIALALLIESWHEN

ITCOMESTOWOMEN

MenWomen

EMPOWERMENTISSUES.

35%

•Asthemeninthesecountriesarelesskeenonthis

issue,womenarepromptedtofindsupportfrom

othersourcesinsociety-includingbrands.

•Infact,morewomeninJapanfeelitismoreurgent

forbrandstochampionwomenempowerment/

equality(35%)thantheenvironment(18%).

S.Korea

Japan

TotalAsia

BASE:Purpose-DrivenShoppers

*Note-aspartoftop-3choices

PERSONALBELIEFSONGENDERISSUES

%STRONGLYBELIEVE*–BYGENDER

41%

50%39%

33%

JAPANESE&KOREAN

WOMENARESEEING

MenWomen

LESSSUPPORTFROM

“Ibelieveadsshouldnotshowonlywomendoingchores”

+30%

+104%

+42%

MALECOUNTERPARTSON

GENDERISSUES.

45%

48%

37%

37%

26%

22%

•Whilethereisagenderdivideontheissueofgender

equalityacrosstheregion,thisisespeciallymore

S.Korea

TotalAsia

Japan

pronouncedinJapanandKorea.

“Adsshouldhelpwomenfeelgoodabouttheirbodies”

+141%

+57%

+28%

•Inthesetwocountries,mencaretheleastabout

genderequality.

21%

17%

S.Korea

Japan

TotalAsia

Base:TotalRespondents

*Measuredona5-pointscale

EXPERTVOICE

“Japan'sgendergapindexranks116thoutof146

countries,whichisbyfarthelowestamongdeveloped

countries.Oneofthemainreasonsforthisisthe

incomegapbetweenmenandwomenandthelow

ratioofwomeninmanagementpositions,which

Japanesewomenexpectcompanies(whoownbrands)

tochange.Ontheotherhand,sincemenhavenot

beensufferingdisadvantagesinthegendergapin

Japan,thesurveyresultsmayhaverevealedthattheir

interestinthistopicisnotashighaswomen’s.

(Unfortunately!)”

KAORIYATSU

HeadofPlanning/D&IOfficer

BBDOJAPAN

LEARNING5:

ALTHOUGHJAPANESEMENARELESSKEEN

ABOUTBRANDPURPOSE,THEYWANTBRANDS

TOSUPPORTISSUESTHATCANHELPTHEM

FINANCIALLYDURINGDIFFICULTTIMES.

BBDO

WHATTOPICSORCAUSES

DOYOUWANTBRANDSTOCHAMPION?

30%

26%

16%

9%

THEMENINJAPAN:

FIRSTWORLD

CONSUMERS

ASignficantDifferenceBetweenMenvs.Women-JAPAN

ENCOUNTERINGTHIRD

WORLDISSUES.

MenWomen

•WhileJapanesemendonotdemonstrateinterestinbrandpurposeingeneral,theywantbrandstohelpthemdealwithchallengingfinancialmatters,whichwealsoseeiscommonamongemergingmarket

consumersfromthePhilippinesandIndia.

•Infact,makingproductsaffordableforallisthetoptopicJapanesemenwantbrandstochampion.Inothercountries,menprioritizetheurgencyof

environment/sustainability.

“Payingown

employeeswell”

“Makingproducts

affordableforall”

BASE:Purpose-DrivenShoppers

*Note-aspartoftop-3choices

LEARNING6:

RECENTDEVELOPMENTSINASIAHAVE

USHEREDANEWERAOFBRANDNATIONALISM

AMONGTHEMENINTHEMIDSTOFTHE

GEOPOLITICALSTORM.

BBDO

%WHOSAYTHEYWANTBRANDS

TO“PROMOTENATIONALPRIDE”

3%

Thailand

6%

6%

Philippines

S.Korea

21%

Japan

THERISEOFNATIONAL

PRIDEANDTHE

POTENTIALROLE

11%

TotalAsia

BRANDSCANPLAYIN

STOKINGIT.

17%

China

•Consumersincountriesafflictedbygeopoliticaltensionsintheregionaremorelikelytowantbrandstopromotenationalpride.

•Thisisreinforcedbybrandsinsomepartsoftheregion(e.g.,China)thatembraceapurpose

narrativethatcelebratesanewfoundsenseofascendancyandpatriotism.

13%

India

BASE:Purpose-DrivenShoppers

*Note-aspartoftop-3choices

%WHOSAYTHEYWANTBRANDS

TO“PROMOTENATIONALPRIDE”

Men

Women

28%

27%

16%

12%

INCHINAANDJAPAN,

THEDESIREFOR

‘PATRIOTICBRANDS’

SignficantDifferenceBetweenMenvs.Women

CENTERSAROUNDMEN.

•InChina,promotingnationalprideisthe#3brandpurposethatmenwantbrandstochampion.

•AmongJapanesemen,thistopicisevenmorecompellingthanthethemeofenvironmentandsustainabiity.

•Womeninthesetwocountries,ontheotherhand,arelessconcernedwithsuchnationalisticbrandrhetoric.

China

Japan

BASE:Purpose-DrivenShoppers

LEARNING7:

WHENITCOMESTOTHEPOTENTIALFOR

BRANDPURPOSEMESSAGINGAROUND

LGBTQADVOCACY,THESITUATIONINASIAIS

HIGHLYNUANCED.

BBDO

THEASIANREGIONCANBEBUCKETEDINTOFOUR(4)WHENITCOMESTO

OPENNESSTOLGTBQISSUES&ADVOCACY.

1

THEACTIVE

ADVOCATES.

Acountrythatalreadyembraces

LGBTQopenness,andwant

brandstoadvocateforit

evenmore.

Thailand

2

THEPASSIVE

SUPPORTERS.

Countriesthatalreadyacceptsthe

LGBTQcommunity,butwherepeople

donotfeelbrandsneedtoadvocate

foritactively.

3

THESYMPATHETIC

NICHE.

CountrieswheretheLGBTQ

communityisnotfullyaccepted,but

afew(e.g.,womeninJapan)want

brandstosupportit.

India

Philippines

S.Korea

Japan

4

THE

HESITATORS.

Countriesthatdonotembrace

theLGBTQcommunity,andalso

donotwantbrandsto

advocateforit.

China

Indexvs.Asia

120

ACCEPTANCE&ADVOCACYINDEX:

160

140

120

100

80

60

40

156

Asia

Average

ACCEPTANCE

“Ibelieveit’sokforadstoshouldshowgay,lesbian&othergroupsmoreopenly”

ADVOCACY

“Iwantbrandsto

advocateforLGBTQ

equalityoracceptance”

THEACTIVE

LGTBQEQUALITY

Asia

Thailand

ADVOCATES:

THAICONSUMERS

•ConsumersinThailandacceptLGBTQcommunitiesmorethantheaverageintheregion.

•ThaiconsumersalsowantbrandstoadvocateforthiscausemorethanthoseinotherAsian

countries.

•Thus,inthismarket,brandshaveanopportunitytojointhefightwithconsumers.

(Base:Total)(Base:PurposeShoppers)

Note:Asia=100

Indexvs.Asia

116

100100

Asia

73

67

ACCEPTANCE&ADVOCACYINDEX:

THEPASSIVE

LGTBQEQUALITY

SUPPORTERS:

AsiaIndiaPhilippines

INDIANANDFILIPINO

CONSUMERS

160

140

120

100

80

60

40

137

Average

ACCEPTANCE

“Ibelieveit’sokforadstoshouldshowgay,lesbian&othergroupsmoreopenly”

ADVOCACY

“Iwantbrandsto

advocateforLGBTQ

equalityoracceptance”

•IndiansandFilipinos–despitebeingrootedin

conserativereligions–actuallydemonstrate

higherthanaverageacceptancefortheLGBTQ

community.

•Theconsumerdesireforbrandstoadvocatethis

causeisweakerthanaverageinthesecountries-

eitherbecausetheynolongerconsideritanissue

andnolongerneedbrandadvocacy,orbecause

theyseemoreurgentissuesintheirdeveloping

economies.

•Eitherway,brandsstillhaveanopportunityto

(Base:Total)(Base:PurposeShoppers)

reinforcechangeintheseopen-mindedmarkets.

Note:Asia=100

Indexvs.Asia

148

80

119

63

100

100

ACCEPTANCE&ADVOCACYINDEX:

LGTBQEQUALITY

THE

AsiaS.KoreaJapan

SYMPATHETIC

NICHE:

JAPANANDKOREA

160

140

120

100

80

60

40

Asia

Average

ACCEPTANCE

“Ibelieveit’sokforadstoshouldshowgay,lesbian&othergroupsmoreopenly”

ADVOCACY

“Iwantbrandsto

advocateforLGBTQ

equalityoracceptance”

•Thepercentageofconsumerswhoacceptthe

opennessoftheLGBTQcommunityisstillquite

lowinJapanandKorea.

•Nevertheless,progressivesupportersofthe

community–whilefewerthaninothercountries–

areveryvocal,andreallywantbrandstosupportit

actively.Theseofferopportunitiesforcounter-

culturebrandstostandwithcourageinsupportof

LGBTQcommunities.

(Base:Total)(Base:PurposeShoppers)

Note:Asia=100

Indexvs.Asia

100

50

87Average

ACCEPTANCE&ADVOCACYINDEX:

LGTBQEQUALITY

THE

AsiaChina

HESITATORS:

CHINA

160

140

120

100

80

60

40

100

Asia

ACCEPTANCE

“Ibelieveit’sokforadsto

shouldshowgay,lesbian&

othergroupsmoreopenly”

(Base:Total)

ADVOCACY

“Iwantbrandsto

advocateforLGBTQ

equalityoracceptance”

(Base:PurposeShoppers)

•ThereisstillalotofresistancetoLGBTQopenness

intheChinesemarketingeneral.Assuch,the

desiretohavebrandschampionthisissueis

weakerthantheregionalaverage.

•Brandsandconsumersadvocatingthisissueneed

tocontendwithconservativelegal/regulatory

barrierstoopenexpressioninmarketingand

communications.

Note:Asia=100

REGARDLESSOFTHELEVELOFLGBTQACCEPTANCE&ADVOCACY,ITISCLEARTHAT

THEYOUTHOFASIAWILLLEADTHEWAY.

18-25yearolds26-34yearolds35-45yearolds

ChinaPhilippinesThailand

220

180

140

100

140

220

180

100

140

100

60

60

20

60

20

20

Advocacy

Acceptance

Advocacy

Acceptance

Advocacy

Acceptance

Japan

India

S.Korea

140

140

140

100

100

100

60

60

60

20

20

20

Advocacy

Advocacy

Acceptance

Acceptance

Advocacy

Acceptance

Note:CountryAverage=100

CountryAverage

EXPERTVOICE

“Weliveinanincreasinglydiverseworld.Asglobal

demographicsshift,itisimportantforbrandstoadoptan

inclusive,diverse,andintersectionalapproachto

consumerengagementaspartoftheirbusinessgrowth

strategy.Thealternativeisabrandthatwillslowly

becomelessrelevant.WeknowthatGen-Zconsumers

arethemostacceptingconsumersegmentasitrelates

totheLGBTQ+community,andthisstudydemonstrates

howmission-criticalitisforbrandstoalignthemselvesin

advocatingforthiscommunityaswell.”

JASONROSARIO

ChiefDiversity,Equity,&InclusionOfficer

BBDOWORLDWIDE

LEARNING8:

CONSUMERSDONOTSEEKASENSEOF

PURPOSEFROMBRANDSONLY.THEYALSOLOOKFORITFROMTHECOMPANIESBEHIND

THEBRANDS.

BBDO

WHENYOUBUYABRAND,

HOWOFTENDOYOUTHINKABOUT

THECOMPANYBEHINDIT?

THEIMPORTANCEOFTHE

ROLEOFCORPORATE

BRANDIMAGEINDRIVING

PURCHASECANNOTBE

DISCOUNTED.

28%

Allthetime

MostofthetimeSometimes

Never

•anbiiecthul

time”or“mostofthetime.”

42%

26%

4%

BASE:TotalRespondents

WHENYOUTHINKABOUT

ANDACOMPELLING

CORPORATEIMAGEIS

LARGELYDRIVENBY

HAVINGANASSOCIATED

PURPOSE.

•Addinguptheitemsrelatedtopurposeisroughlyequivalenttothereputationforproductquality.Itshowsthatacompany’spurposeisbecoming

nearlyasimportantasitsreputationonproductquality.

THECOMPANYBEHINDABRAND:

WHATQUALITIES

MATTERMOSTTOYOU?

ReputationonProductQuality

36%

ItsImpactontheCountry

14%

ItsImpactonEnvironment

11%

Net:

IfitHelpsPoorConsumers

8%

39%

TheCausesitSupports

6%

TechnologicalProwess

9%

ReputationofitsLeaders

5%

FinancialStability/Scale

5%

HistoryorHeritage

5%

Others

*

*Lessthan0.5%

BASE:TotalWhoThinkaboutCompaniesBehind

Brands(All,Most,SomeoftheTime)

39%

38%

Asia

Average

35%

32%

WHENYOUTHINKABOUT

ONCEAGAIN,DEVELOPING

ECONOMIESARETHE

MOSTPARTICULARABOUT

THECOMPANYBEHINDABRAND:

WHATQUALITIES

MATTERMOSTTOYOU?

%WhoMentionedPurpose-RelatedAttributes

ACORPORATION’S

REPUTATION.

46%

44%

•Indi