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Brand Strategy Marketing

Marketers beware: APAC consumers cynical about Valentine's Day

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By Danielle Long, Acting APAC Editor

February 7, 2023 | 2 min read

Marketers beware, growing cynicism towards Valentine's Day could be creating negative brand associations among APAC consumers who believe the day has become too commercial.

Love

Valentine's Day failing to connect with cynical APAC consumers / Image by Photo Mix from Pixabay

A YouGov survey across 18 countries, including Australia, China, Hong Kong, India, Indonesia, and Singapore, found Valentine’s Day’s relevance to consumers was waning.

Australia’s cynics lead the way in the region with 74% believing the day would not be celebrated if it weren’t for commercial pressure, the number was similar in Singapore (63%) and Hong Kong (62%).

In China and India, nearly half 45% and 42% respectively, believed the day was a commercial occasion rather than a celebration of love. However, 41% of Chinese and 36% of Indians took a more romantic view believing the day is a proper special occasion and cause to celebrate.

The findings showcase the increasing view that Valentine’s Day has become a commercial occasion used to sell flowers and greeting cards. Brands aligning too heavily with the occasion could suffer from negative brand associations from consumers.

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