Havas report finds that ‘goodwill purchasing’ is growing in Asia

Havas has released a survey that supports the “meaningful brands” positioning of media agency Havas Media. The report, called ‘BeCause it matters’ reveals that the trend of “goodwill purchasing” is growing in Asia.

The announcement:

APAC (October 01, 2014) — Havas PR today launched its “BeCause It Matters” report to discover how conscientious capitalists can connect more effectively with conscientious consumers (and those likely to become more conscientious). The report analyses consumers’ thoughts and habits related to issues of conscience and how the trend of ‘goodwill purchasing’ is growing.

In 20 countries worldwide, consumers were asked to respond to nine statements rating their consumption behaviour in the past year, the present and the next 12 months. The overwhelming evidence that conscientious behaviours and aspirations are increasing through time.

Among the top findings in APAC:
–        In the past 12 months, the following numbers of consumers bought one brand over another because it’s more socially or environmentally responsible:
·        Australia: 16 percent often, 5 percent always (21 percent total)
·        China: 42 percent often, 10 percent always (52 percent total)
·        India: 35 percent often, 16 percent always (51 percent total)
·        South Korea: 34 percent often, 6 percent always (40 percent total)

–        In the coming year, the following numbers of consumers agree that they would like to buy brands that let them support issues of well-being and sustainability:
·        Australia: 46 percent agree somewhat, 12 percent agree strongly (58 percent total)

·        China: 56 percent agree somewhat, 23 percent agree strongly (79 percent total)

·        India: 43 percent agree somewhat, 31 percent agree strongly (74 percent total)

·        South Korea: 54 percent agree somewhat, 17 percent agree strongly (71 percent total)

Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past year and 67 percent would like to buy such brands in the future.

“With the continuing increase in social sharing, whether it is a recommendation or a protest, it has never been easier to find out how businesses operate,” said James Wright, managing director of Red Agency Australia and APAC Managing Director for the Havas PRGlobal Collective. “The conscientious capitalist is on the rise in the wake of this more diligent consumer. Brands are realising that being conscientious and transparent is a key part of making themselves more successful in the future, whereas those brands that do not recognise their responsibility to ethical business practices and their responsibility to their communities risk being rejected by consumers.”

Commissioned by Havas Meaningful Brands, the massive global online consumer survey yielded a sample of 30,000 respondents in 20 countries.

To receive a copy of any of the 15 “BeCause It Matters” reports (one global report and one each for Australia, Brazil, China, France, Germany, India, Italy, Mexico, Poland, South Korea, Spain, UAE, U.K. and U.S.), go to

Source: press release


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