簡介:1,PURPOSEINASIAWHATMATTERSTOCONSUMERSANDWHYITMATTERSFORBRANDS,,,,,,,,,,,,,INTRODUCTION,THERISINGTIDEOFSOCIALCONSCIOUSNESSISCAUSINGMANYGLOBALBRANDSTOWEAVEPURPOSEINTOTHEFABRICOFTHEIRBUSINESSESTHROUGHMISSIONSTATEMENTS,NARRATIVESANDCAMPAIGNSSOMEBUSINESSESWEREBUILTFROMTHEBEGINNINGWITHTHEBELIEFINMIND–TAKETHEBODYSHOP’SPURSUITOFSOCIALANDENVIRONMENTALCHANGEOTHERSHAVEINTERLACEDPURPOSEINTOTHEIRCAMPAIGNING,FOREXAMPLEDOVE’SREALBEAUTYCAMPAIGNTHATHASRUNSUCCESSFULLYFOROVERFIFTEENYEARSMORERECENTLY,BRANDSHAVEREACTEDTOHEATEDSOCIOCULTURALDEBATESWITHCORPORATEACTIVISM,RESULTINGINTHECLASHOFBRANDSANDPOLITICIANS,SUCHASINTHECASEOFNIKE,THISTRENDOFINCORPORATINGPURPOSEWILLONLYGETMOREPRESSINGWITHTIME61OFCENTENNIALSAND58OFMILLENNIALSGLOBALLY‘LIKEBRANDSTHATHAVEAPOINTOFVIEWANDSTANDFORSOMETHING’,COMPAREDTO50GENXAND48OFBABYBOOMERS2BRANDSNOWHAVEANEXPECTATION‘TODOTHERIGHTTHING’ORRISKCONSUMERBACKLASH,BUTHAVINGAPURPOSEISNOTJUSTIMPORTANTFORALTRUISTICREASONSMOREANDMORE,PURPOSE‘DONERIGHT’ISRESULTINGINPROFITCRUSADINGBRANDSWITHAMISSIONHAVESEENSTRONGBRANDGROWTH,WITHUNILEVER’S‘SUSTAINABLELIVING’BRANDSGROWINGMORETHAN50FASTERTHANTHERESTOFTHEBUSINESSANDACCOUNTINGFOR60OFGROWTHIN2016,FORPURPOSETOWORK,ITNEEDSTOBEAUTHENTICANDMEANINGFULITNEEDSTORESONATEWITHTHEAUDIENCEBUTALSOBERELEVANTTOTHEBRANDITSELFHOWEVER,INADIVERSEANDMULTICULTURALWORLD,AONESIZEFITSALLAPPROACHDOESNOTWORKSOCIALMOVEMENTSTHATEMERGEINTHEWESTARENOTNECESSARILYRELEVANTTOACONSUMERONTHEOTHERSIDEOFTHEWORLDTHENEEDTOUNDERSTANDTHENUANCEDSOCIALISSUESDRIVINGPEOPLEHASNEVERBEENMOREIMPORTANTTOLOCALANDGLOBALBRANDSALIKE–ESPECIALLYWHENITCOMESTOASIA3,THISREPORTSEEKSTOUNDERSTANDTHESOCIALISSUESTHATMATTERTOPEOPLEINTHEREGIONANDTHEROLETHATTHEYBELIEVEBRANDSSHOULDPLAYWITHINTHISCOMPLEXENVIRONMENTITINVESTIGATES,WHATISSUESMATTERTHEISSUESASIANCONSUMERSSEE,ANDTHEONESTHEYCAREABOUTHOWISSUESCIRCULATEWHERECONSUMERSGETTHEIRINFORMATIONANDHOWTHEYSHAREITTHEROLEOFBRANDSCONNECTINGWITHCONSUMERSTHROUGHRELEVANTPURPOSE,INAWORLDOFMORECONSCIOUSCONSUMPTION,THEROLEOFBRANDSHASCHANGEDFROMAPOSITIVEIMPACTINPEOPLE’SLIVESAPOSITIVEIMPACTINPEOPLE’SLIVESANDTHEWORLDTHEYLIVEIN1,,,2,,,WITHOUTASENSEOFPURPOSE,NOCOMPANY,EITHERPUBLICORPRIVATE,CANACHIEVEITSFULLPOTENTIALITWILLULTIMATELYLOSETHELICENSETOOPERATEFROMKEYSTAKEHOLDERSLARRYFINKCEOBLACKROCK,3,,METHODOLOGY,DEFININGANDMEASURINGTHEISSUESTHATMATTERTOPEOPLEACROSSADIVERSELANDSCAPESUCHASASIAPRESENTSCHALLENGESTOENSUREALIGNMENT,THERESEARCHUSEDTHECONSISTENTFRAMEWORKOFTHEUNSUSTAINABLEDEVELOPMENTGOALSSGDS,THESURVEY,HOSTEDBYLIGHTSPEED,COVEREDOVER3,000RESPONDENTSINNINEMARKETSACROSSTHEREGIONTHEGROUPWEREQUESTIONEDABOUTTHEISSUESTHATTHEYFELTWEREMOSTIMPORTANTTOTHEM,WHATTHEYFELTTHEHEARDTHEMOSTABOUT,HOWTHEYINTERACTEDWITHTHESEACROSSDIFFERENTMEDIAANDTHEIRTHOUGHTSONBRANDENGAGEMENTOFSOCIALISSUESTOENSUREATRUEANDMEANINGFULDATASETINTHISPERSONALTOPIC,THESURVEYLEVERAGEDLIGHTSPEED’SMODERNSURVEYDESIGNPRINCIPLESBOTHENSURINGADEVICEAGNOSTICSURVEYANDBEINGDESIGNEDSPECIFICALLYWITHTHECONSUMER’STIMEANDEXPERIENCEINMIND,UTILISINGPROPRIETARYAWARDWINNINGQUESTIONARTSTOOLSTOBESTENGAGETHERESPONDENTS,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,SOCIALMEDIAANALYSISUSINGNETBASEWASTHENUNDERTAKENTOUNDERSTANDTHEDIFFERENTNUANCESWITHINTHECONVERSATIONSAROUNDTHEISSUESTHATWERESELECTEDASMOSTIMPORTANTWITHINEACHMARKETDATACOVEREDAYEAR’SWORTHOFCOMMENTSANDCLEANINGANDPROCESSINGUTILISEDKANTAR’SRESEARCHGRADEDATAPRINCIPLES,4,,HAVINGAPOSITIVEINFLUENCEONTHEWORLDCANMEANMANYTHINGSTOMANYPEOPLEFROMCLIMATECHANGETOECONOMICINEQUALITY,DISCUSSIONSAROUNDSOCIALISSUESFOCUSONTHECHALLENGEFACINGTHECOLLECTIVE,ANDTHESTEPSTHATNEEDTOBETAKENTORESOLVEIT,5,THESTUDYFOUNDTHATDESPITETHEAWARENESSOFNUMEROUSGLOBALCONVERSATIONSAROUNDSPECIFICISSUES,THEREISADISCONNECTBETWEENWHATPEOPLEHEARABOUTANDWHATTHEYCAREABOUTTHISHASMAJORIMPLICATIONSFORBRANDSLOOKINGTOCONNECTWITHCONSUMERS,ASALTHOUGHTHEIRGLOBALCAMPAIGNSMAYBEACKNOWLEDGEDBYTHEIRAUDIENCES,THEIRRESONANCEISCALLEDINTOQUESTION,1WHATISSUESMATTER,THEREISADISCONNECTBETWEENWHATPEOPLEHEARABOUTANDWHATTHEYCAREABOUT,WHATARETHEYHEARINGABOUT,GLOBALLY,THEREARETWOHIGHPROFILEISSUESAREASCURRENTLYGARNERINGALARGESHAREOFATTENTIONSUSTAINABILITY,SPECIFICALLYTHENEEDTOREDUCETHEHUMANIMPACTONTHEENVIRONMENT,ISAFOCUSFORGOVERNMENTS,ISSUEDRIVENORGANISATIONSANDBRANDSALIKEFROMSLOWINGANDMITIGATINGTHEEFFECTSOFCLIMATECHANGETOREDUCINGTHESPEEDOFDEFORESTATION,CONSUMERSAREHIGHLYAWAREOFTHEISSUEANDBRANDSARERESPONDINGFROMHIGHLIGHTINGSUSTAINABILITYCREDENTIALSINTHEIRSUPPLYCHAINSTORENEWABLEENERGYINVESTMENT,BRANDSAREFOCUSEDONTICKINGTHECLIMATECHANGEBOXINTHISCASEIT’SOFTENALOGISTICALOVERHAULTHATCEMENTSTHEBRAND’SPOSITIONASBEING‘SUSTAINABLE’,ORTHEDOMAINOFBRANDSTHATHAVECUTTHEIRTEETHINTHISENVIRONMENTANDHAVEDEVELOPEDTHEIROFFERSPECIFICALLYWITHSUSTAINABILITYINMIND,INADDITION,GENDERISSUESAREANOTHERAREAWHEREBRANDSARETAKINGASTANDFROMLIKEAGIRLTOTHEMETOOMOVEMENT,RECOGNITIONOFWOMEN’SRIGHTSHASBEENANAREAWHEREMANYBRANDSHAVEINVOLVEDTHEMSELVESANDASANUMBEROFHIGHPROFILELGBTQIDEBATESANDLEGISLATIVECHANGESTAKEPLACEACROSSTHEWORLD,BRANDSAREALSOUSINGTHEIRPLATFORMSTOANNOUNCETHEIRSUPPORTFORCOMMUNITIESANDFURTHERTHEDISCUSSIONUNLIKEWITHCLIMATECHANGE,BRANDSCANSHOWSUPPORTWITHOUTNECESSARILYCHANGINGTHEIRBUSINESSMODELSHOWEVER,THOSEBRANDSTHATAREDOINGITWELLAREDEVOTINGLARGEMARKETINGBUDGETSTOCAMPAIGNSTOPROMOTETHEIRSTANCEANDRISKINGBACKLASHANDBOYCOTTFROMCOMMUNITIESWHOMAYBEOPPOSEDTOTHEIRVIEW,WITHINASIA,BOTHCLIMATECHANGEANDGENDEREMERGEDASTHETWOPREVAILINGTHEMESWHENPEOPLEWEREASKEDWHATISSUESTHEYHADHEARDABOUTMOST–WHETHERTHROUGHTHENEWS,ONLINE,WORDOFMOUTHORTHROUGHBRANDS44OFPEOPLEQUESTIONEDSAIDTHEYHADSEENCLIMATECHANGEMENTIONEDRECENTLY,WHILST41CITEDGENDER,LARGEMULTINATIONALBRANDSHAVEBEENEFFECTIVEINALIGNINGWITHTHESEGLOBALDEBATESANDDELIVERINGNUANCEDCAMPAIGNSINLOCALMARKETSTAKEDOVE,WHICHEFFECTIVELYTAILOREDITSREALBEAUTYCAMPAIGN,ORIGINALLYCENTREDONVISUALSWITHSEMINUDEWOMEN,FORUSEINMORECONSERVATIVECOUNTRIESSUCHASINDONESIATHEISSUETHATITWASTACKLINGWASTHESAMEINEACHCOUNTRY,HOWEVERTHEEXECUTIONWASTAILORED,TOPFIVEISSUESSEENDISCUSSEDACROSSASIA,,,,,,,GENDEREQUALITY,,,CLIMATEACTION,6,BOTHCLIMATECHANGEANDGENDEREMERGEDASTHETWOPREVAILINGTHEMES,WHATDOTHEYCAREABOUT,HOWEVER,THESTUDYREVEALEDACLEARDISCONNECT–THESOCIALISSUESTHATPEOPLEHEARABOUTMOSTARENOTNECESSARILYTHEISSUESTHATRESONATEWITHTHEMMOSTORTHEONESTHATTHEYCAREABOUTONAMOREPERSONALLEVEL,THROUGHOUTTHEREGION,WHENASKEDWHATISSUESWEREMOSTIMPORTANTTOTHEM,TWOTOPICSEMERGED–GOODHEALTHANDWELLBEINGANDNOPOVERTY,WHICHAPPEAREDWITHINTHETOPFIVEISSUESOFALLCOUNTRIESSURVEYED,ANDINTHETOPTWOFORSIX,SOCIALMEDIAANALYSISREVEALEDTHECOMPLEX,INTERCONNECTEDLANDSCAPEOFSOCIALISSUESTHATAREBEINGDISCUSSEDACROSSMARKETS,WITHTOPICSTAKINGONDIFFERENTNUANCESDEPENDINGONTHECOUNTRY,THERESULTSDIDNOTDIFFERHUGELYBYGENDERORAGEGOODHEALTHANDWELLBEINGWASEQUALLYIMPORTANTTOBOTHGENDERSACROSSALLMARKETSMENWEREMORELIKELYTOSELECTPOVERTYANDHUNGER,WHILEWOMENWEREMORELIKELYTOSELECTEDUCATIONANDGENDEREQUALITY,BUTONLYMARGINALLYYOUNGERPEOPLEWEREMOREPASSIONATEABOUTISSUESSURROUNDINGHEALTH,POVERTY,EDUCATIONANDHUNGERWHILSTOLDERGENERATIONSWEREMORECONCERNEDWITHDECENTWORKANDECONOMICGROWTH,CLEANWATER,ANDAFFORDABLEENERGY,TOPFIVEISSUESPEOPLECAREABOUTACROSSASIA,YOUNGERPEOPLEWEREMOREPASSIONATEABOUTISSUESSURROUNDINGHEALTH,POVERTY,EDUCATION,ANDHUNGERWHILSTOLDERGENERATIONSWEREMORECONCERNEDWITHDECENTWORKANDECONOMICGROWTH,CLEANWATER,ANDAFFORDABLEENERGY,,,,GOODHEALTHANDWELLBEING,,,,,,,,,,,,,NOPOVERTY,7,,,INSOMECOUNTRIES,GOODHEALTHWASSTRONGLYASSOCIATEDWITHLIFESTYLEAUSTRALIAN,THAI,MALAYSIANANDKOREANCONSUMERSONSOCIALMEDIAFOCUSEDONTHESHARINGOFFITNESSTIPS,HEALTHYRECIPESANDMOTIVATIONALQUOTES,THEMENTALASPECTOFGOODHEALTHWASALSOWIDELYDISCUSSEDINRECENTLYURBANISEDMARKETSLIKEMALAYSIA,SINGAPORE,THAILANDANDSOUTHKOREA,WITHCONVERSATIONSADVOCATINGAWARENESSABOUTDEPRESSIONANDTHENEEDFORSELFCARE,HEALTHCONCERNSTOOKAMORESERIOUSBENTAROUNDVACCINATIONSINMARKETSLIKETAIWANANDPHILIPPINESWHEREVACCINATIONSCANDALSWEREAHOTTOPIC,ANDINDIAANDINDONESIAWHERECOMMENTSPROMOTEDTHENEEDFORMOREEDUCATIONABOUTVACCINATIONS,ALARGENUMBEROFWOMENININDIADON’THAVEACCESSTOSANITARYTOWELS,WHICHISACONTRIBUTINGFACTORTOHIGHMATERNALMORTALITYTHISFACTWASCIRCULATEDONSOCIALMEDIAALONGWITHDETAILSONTHEIMPORTANCEOFGOODMENSTRUALHYGIENEMANYPOSTSMENTIONEDPADMAN,THESTORYOFANINVENTOROFLOWCOSTSANITARYPRODUCTSFORINDIANWOMEN,THETOPICOFPOVERTYSAWASTRONGFOCUSONTHELOCALPOORWITHINDISCUSSIONSONSOCIALMEDIAEVENINCONSIDERABLYAFFLUENTMARKETSLIKESINGAPORE,TAIWANANDSOUTHKOREA,THEREWASENGAGEDDEBATEABOUTTHEINVISIBLEPOVERTYLINE,ANDMANYCOMMENTSRECOGNISEDTHENEEDTOHELPTHOSEWHOHADNOTBENEFITEDFROMECONOMICPROGRESSTHROUGHSOCIALINITIATIVESORGOVERNMENTPOLICIESMALAYSIAANDTHAILANDHIGHLIGHTEDTHENEEDFOREDUCATIONTOBREAKPOVERTYCYCLE,WHILSTINDONESIASAWSTRONGCONCERNAROUNDHELPINGPOORREFUGEESFROMNATURALDISASTERSLIKEEARTHQUAKESANDTSUNAMIS,ININDIASOCIALMEDIAWASABUZZWITHPRIDEOVERASHARPDROPINPOVERTYRATES,GIVINGINDIATHEFASTESTRATEOFPOVERTYREDUCTIONINTHEWORLD–ANACHIEVEMENTWIDELYCREDITEDTOTHEMODIGOVERNMENT’SPOLICIES,,,,GOODHEALTHANDWELLBEING,,EVENINCONSIDERABLYATHUENTMARKETSLIKESINGAPORE,TAIWANANDSOUTHKOREA,THEREWASENGAGEDDEBATEABOUTTHEINVISIBLEPOVERTYLINE,,,,,,,,,,,,,NOPOVERTY,8,,,,,,,,GENDEREQUALITY,ALTHOUGHGLOBALGENDERISSUESDIDNOTCOMETHROUGHASHIGHLYIMPORTANTTOINDIVIDUALSQUESTIONED,MANYCAUSESWERESTILLDISCUSSEDINSOCIALMEDIATHROUGHTHELENSOFWOMEN’SISSUES,FOREXAMPLE,QUALITYEDUCATION,APOPULARHASHTAGININDIAWASBETIBACHAOBETIPADHAO,WHICHTRANSLATESTO“SAVETHEGIRLCHILD,EDUCATETHEGIRLCHILD”ITSPIKEDONINTERNATIONALWOMEN’SDAY,BUTALSOSAWCONSISTENTUSAGETHROUGHOUTTHEYEAR,ANDWASWIDELYUSEDINALLKINDSOFCONTEXTSTOCELEBRATETHEGIRLEMPOWEREDTHROUGHEDUCATION,,,CLIMATECHANGEASATOPICDIDNOTPLACEHIGHONIMPORTANCEFORMOSTCOUNTRIES,EXCEPTINKOREAANDTAIWANSOCIALCONVERSATIONSDISCUSSEDTHEIMPACTOFCLIMATECHANGEONTHESEASONSANDLOCALPOLLUTION,WITHDRASTICCHANGESINTEMPERATUREANDAIRQUALITYPERCEPTIBLYWORSENINGDUETOPOLLUTION,INAUSTRALIA,CLIMATECHANGEFOCUSEDONENERGYASCONVERSATIONSAROUNDAFFORDABLEANDCLEANENERGYINCLUDEDTHETERM“CLIMATE”JUSTASFREQUENTLYAS“ENERGY”O(jiān)NLINEDEBATEINAUSTRALIAWASCLEARLYC
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