Brand Purpose Marketing

40% of APAC shoppers choose brands with values that align with their own

By Amit Bapna, APAC editor-at-large

June 28, 2022 | 3 min read

80% of consumers want brands to connect with them on a personal level, with 70% saying that brands have deepened their relationship in the past year through positive online experiences, according to a Sitecore survey of consumers in Singapore and Hong Kong.

Emerging consumers trends around authenticity

Emerging consumer trends around authenticity

The Sitecore Brand Authenticity report found:

  • More important that price to consumers were the high quality of products (66%), reliability (55%), transparency and believability (46%).

  • Loyalty is fickle, with less than 25% of consumers are very loyal to their favorite brand/store, but consumer technology, banking services and consumer goods deliver the strongest brand loyalty.

  • Consumers say that they have confidence in their favorite brand because it meets their expectations, gains trust and guarantees satisfaction.

  • Discounts, loyalty programs and clear communications are highly valued when brands have to change prices.

  • More than 90% agree that brands need to prove that they treat their customers and their employees fairly.

  • While more consumers under the age of 44 are digital converts, most consumers love to shop in person for most of their purchases.

  • 40% say they chose to shop at brands with values that align with their own.

  • A third of consumers say that they have chosen to shop at brands with ‘real life’ versus ‘perfect life’ experiences.

According to Joey Lim, president for Asia-Pacific and Japan at Sitecore: “Consumers in Singapore and Hong Kong expect outstanding digital commerce experiences and they also expect online platforms and apps to work seamlessly.

While the consumer desire to shop in-store is very strong, the shift to digital is putting more pressure on brands to deliver quality customer service online, he says.

An important facet of the findings was that one in three consumers believe brands that show empathy and understanding will build stronger relationships with customers – something that brands would do well to remember when crafting their marketing plans.

Lim adds: “Brands can pursue actions that build a stronger relationship with customers, such as illustrating empathy and understanding what they need at the moment – by providing insightful recommendations and deploying imagery and language that makes them feel represented by the brand.”

Brand Purpose Marketing

More from Brand Purpose

View all


Industry insights

View all
Add your own content +