PR90697

SINGAPORE, July 19, 2021 /PRNewswire=KYODO JBN/ --

Kantar, the world's leading data-driven analytics and brand consulting company

today releases preliminary findings from a new study exploring what

sustainability means to Asian consumers. Kantar's Asia Sustainability

Foundational Study interviewed almost 10,000 consumers across nine countries in

the region to understand their concerns and priorities. Key findings from the

report include:

-Less than half of Asian consumers are engaged or active with sustainability

issues

  -19% consider themselves to be active on sustainability issues will 30%

consider themselves engaged with sustainability issues

  -31% say they are laggards on sustainability issues while 19% are sceptical.

-The top three concerns of Asian consumers are specific environmental issues:

  -Water pollution (e.g. from pesticides and oil spills)

  -Extreme weather events (flooding, hurricanes, forest fires, drought)

  -Air pollution

-58% of consumers will invest time and money to support responsible companies

-53% of consumers have stopped buying products and services that have a

negative impact on the environment and society

-58% of consumers reported they are personally affected by environmental

problems.

The study, premiered in a webinar

(https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&ref

errer=&eventid=3256361&sessionid=1&key=C934F675CE0E63449116B1528451EA28®Tag=&V2=

false&sourcepage=register) last week, also measures the three factors

persistently undermining sustainable consumer behaviour: Cost, Comfort and

Convenience, creating a 'Value-Action-Gap' in the region. The research

additionally introduces Kantar's Sustainability Framework to build a

consumer-centric strategy for success. This leverages a 'Sword and Shield'

approach to better understand how brands in different categories can

responsibly navigate sustainability issues by identifying where to focus their

attention, how to localise their brand purpose to address local consumer

tensions, and how to innovate to overcome the value-action-gap.

Summarising the findings, Kantar's Trezelene Chan, Head of Sustainable

Transformation Practice, Singapore commented, "Asia's stage of growth and the

fact that it houses some of the world's most innovative companies gives it huge

potential to create commercial value and address environmental and social

issues. Consumers are looking for brands that have social and environmental

purpose, so from a marketing standpoint, purpose is imperative, and

sustainability is driving consumer choice. Our research illustrates the

importance of taking a local approach to sustainability issues. While a company

purpose should be a global constant, translating that into action needs to take

into consideration the tensions that exist in each market. For the first time,

thanks to this study, which is the largest of its kind, we are able to identify

which sustainability issues consumers care about most in each country, and how

that should translate in to action depending on consumer category."

Kantar's Asia Sustainability Foundational Study 2021, covering nine markets

(Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, India, Japan,

and South Korea), provides the latest findings to help brands uncover what

matters to Asians and therefore where to play to help your organisation

navigate the sustainable journey. More information on the report and an

on-demand version of the webinar can be found at

https://www.kantar.com/campaigns/apac-foundational-study.

About the study

Kantar's Asia Sustainability Foundational Study 2021, covering nine markets,

provides the latest findings to help brands uncover what matters to Asians and

therefore where to play to help your organisation navigates the sustainable

journey. More information on the report and an on-demand version of the webinar

can be found at https://www.kantar.com/campaigns/apac-foundational-study

About Kantar

Kantar is the world's leading evidence-based insights and consulting company.

We have a complete, unique and rounded understanding of how people think, feel

and act; globally and locally in over 90 markets. By combining the deep

expertise of our people, our data resources and benchmarks, our innovative

analytics and technology, we help our clients understand people and inspire

growth.

SOURCE:  Kantar