A YouGov Profiles survey revealed that 48% of people in the APAC region say that a brand's corporate value alignment and community engagement are critical drivers in their purchasing decisions. Regionally, 54% of Indonesian consumers and 45% of Thai consumers consider whether a brand upholds values that align with their outlook before purchasing – the highest across key markets in APAC. Additionally, 80% and 60% of those surveyed in Indonesia and Hong Kong report that they value brands whose marketing and message reflect morals that they try and uphold.

This data highlights that consumers in APAC understand how the choices they make in their daily lives – and where they choose to spend their money – impact broader social issues. Across the board, people are getting to grips with how the little choices they make day-to-day can influence positive change and they're increasingly expecting brands to put social values at the forefront of their ethos and brand identity.

Brands are taking note as they build trust with consumers who crave locally sourced and ethically made sustainable products, responding to the desire for more thoughtful and curated offerings. For example, in 2022 IKEA Australia launched its Sustainable Living Shop which aimed to help customers live a little more eco-friendlier and potentially make savings on their household expenses. And over in beauty, Sunnies Face caters to the unique needs of Southeast Asian skin types with weather-sensitive products for humid climates while responding to DE&I demands in the Southeast Asian beauty industry.