Be An Idea’s recent report reveals that Singaporean residents want brands that play a role in improving society, and will reward and punish brands according to how well they contribute.
Singapore - August 15, 2016 - The majority of Singaporean residents (81%) believe brands should play a role in improving society, according to the Collaborative Brands Report released today by the social movement consultancy, Be An Idea. Furthermore, half of the survey’s respondents (54%) stated that they have purchased a product or service from a brand because they supported a social cause.
“This is an exciting time! This report reveals something the Be An Idea team has long suspected – many Singaporeans want brands to help build a better society, and they’re willing to reward these brands with their purchase,” said Nadim van der Ros, Be An Idea’s Founder. “And those making these purchases aren’t just Millennials. These are Singaporeans of different age groups and education levels. Now is the time for companies to identify what role their brands can play in improving the lives and communities of Singaporeans.”
Be An Idea’s Collaborative Brands Report collected 265 responses via an online survey. The goal of the research was to understand if Singaporeans wanted brands to help make society better and whether they would reward or punish brands according to the efforts they made to improve society. The survey was distributed to Singaporeans and permanent residents of various age groups, ethnicities, gender and education levels from May to July 2016.
SINGAPORE’S MOST SOCIALLY CONSCIOUS CONSUMER
The report also revealed Singapore’s most socially conscious consumer: an 18-29-year-old woman with with a university degree or higher. Nearly all women fitting this profile (95%) believe brands should play a role in improving society, and nearly three-fourths (75%) have purchased a product or service from a brand because they supported a social cause.
“I’m impressed by how supportive this group is of brands contributing to society,” said Anthony Caravello, Lead Consultant, Be An Idea. “I think this is the result of the recent uptick of brands contributing to women’s empowerment across the world and Singaporean women growing tired of the unfair stigmas and inequalities they face everyday. They’re looking for a voice to echo their concerns and to help bring about change.”
INSINCERE BRANDS RISK PUNISHMENT
Some thirty-eight percent of respondents have seen a brand support a social cause, but felt the brand’s contributions were insincere. And of those who have seen a brand insincerely support a social cause, half of respondents (50%) have stopped purchasing the brand’s product or service as a direct result (12% of all survey respondents).
“Over the years more and more brands have jumped on the ‘socially good bandwagon’ to emulate the success of brands like Dove and The Body Shop. However, many of these brands lack a genuine commitment to properly support the social cause,” said Caravello. “No defined social goal, no social program, just a YouTube video and social media engagement – this set-up risks upsetting their audiences by not adequately addressing the issue. Nobody wants to feel led on.”
PATH TO BETTER BRANDS THROUGH COLLABORATION
“The good news is there is a way for brands to strengthen the sincerity and effectiveness of their socially responsible campaigns and the way there is to build partnerships,” said Caravello. “Of those who have seen a brand support a social cause, sixty percent at least somewhat agree with the statement ‘I am more trusting of brand campaigns supporting social causes when government and non-profit partners are involved.’”
“The era of going in alone is over. Singaporeans will likely become increasingly discerning of brands’ commitments to social causes. All campaigns must be backed up with action and with the relevant non-profit and government partners, or brands ultimately risk backlash.”
ABOUT BE AN IDEA’S COLLABORATIVE BRANDS REPORT
The Collaborative Brands Report is a study based on a quantitative online survey of 265 respondents. The 20-question online survey was distributed to Singaporeans and permanent residents of various age groups, ethnicities, gender and education level from May to July 2016.
ABOUT BE AN IDEA
Be An Idea is a social movement consultancy based in Singapore. We create social movements that fosters collaboration between business, government and civil society for positive social purpose.
Nadim van der Ros
+65 6708 8302