Social causes key in APAC marketing efforts

Around 60% of APAC marketers consider diversity and inclusion important to their organisations.

Asia Pacific marketers are considering social causes as an important part of their respective organisations, the Nielsen Annual Marketing report showed.

In a statement, Nielsen said that 60% of APAC marketers consider diversity and inclusion, and corporate social responsibility (59%) as important to their organisations which is “significantly higher than the rest of the world.”

Globally, 67% said diversity, equality and inclusion are included in their marketing efforts, whilst 65% each said that diversity and inclusion  are important in the content where ads are purchased, and in vendor selection.

Around seven in 10 or 68% said corporate social responsibility is important in their marketing efforts, and 66% also cited importance of environmental and social governance.

“Marketers have always shouldered the responsibility of forging connections with consumers, but choice has never been greater, and consumers are increasingly looking for more than just a product or service from the brands they buy,” the report read.

It cited the Nielsen Scarborough data highlight which found that 52.3% of US consumers purchase from brands that support causes they care about, and over 36% expect brands they buy to support social causes.

Nielsen’s report surveyed 1,943 marketers, 510 of which were from APAC. The survey was conducted from 2 December 2021 to 12 January 2022.