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).