Campaign Asia: Brands' and Socially Conservative Markets

1/24/2022

SOURCE: https://www.campaignasia.com/article/should-brands-continue-to-take-a-stance-in-asias-socially-conservative-markets/475325

Should Brands Continue to Take a Stance in Asia's Socially Conservative Markets?

Campaign Asia, 24 January 2022

Brands that seek to represent certain diversities or align with social causes in their advertisements can find themselves up against public and political pressure in Asia's conservative markets. 

"The reality is that a brand will never please everyone, and doing nothing out of fear is not an option. People expect brands to speak up and praise brands who show conviction and courage by acting on their purpose. Encouraging for brands, our Brands in Motion research found that more than two-thirds of people are open to brands speaking and acting on societal issues in Singapore and globally." - Daryl Ho, Managing Director of Singapore, WE Communications