Campaign India Team
Mar 28, 2014

CMOs: Asia-Pacific consumers don't pay for brands that support causes

A World Federation of Advertisers study reveals a big disconnect between the actual attitudes of Asia-Pacific consumers about brands that exhibit a higher purpose and CMO perceptions of those attitudes. The WFA surveyed more than 800 marketers in 33 countries. Only 4 per cent named Apac as the region with the greatest proportion of consumers who buy brands that support good causes - a result that flies in the face of findings from Edelman's research on brand purpose (see below).

Related Articles

Just Published

11 hours ago

Aditya Birla Capital teams up with IOA for Paris ...

Aditya Birla Capital will launch a cohesive marketing campaign featuring leading athletes who will be representing India in the Paris Olympics 2024

11 hours ago

How Imagesbazaar is preparing for an AI-driven world

Sandeep Maheshwari, the pioneer of stock images and concept shoots in India shares company's transformational journey and gives a lowdown on how his company is getting future-ready.

11 hours ago

Whose idea is it, anyway?

Jindal Steel campaign that won silver and bronze at the Cannes Lions International Festival of Creativity sparked a row over creative ideation with Wieden+Kennedy

17 hours ago

Cannes daily global podcast: Elon Musk puts free ...

EPISODE 4: Campaign's editors and journalists from around the world are hosting a daily podcast during the five-day Lions festival. In episode four, we discuss the big award wins from the third night.