Havas Media's Meaningful Brands is a global brand index which challenges traditional marketing definitions of brand value. Our global study was conducted across 50,000 people, 14 countries, 300 brands, and 12 sectors. Meaningful Brands proves that there’s a huge opportunity for brands to reconnect with consumers by understanding their personal values and enabling them to improve their daily lives. To read more: http://www.havasmedia.com/our-thinking/meaningfulbrands/

1. Havas Media Meaningful Brands
Country Factsheet: APAC
Meaningful Brands from Havas Media is able, for the first time, to connect our quality of life and wellbeing
to brands. It does this by measuring both the perceived impact of brands on our personal wellbeing (e.g. fitness,
health, self esteem, happiness, values, intelligence, satisfaction) and our collective wellbeing (i.e. how brands
help improve communities, societies and the environment).
Top Ten Brands APAC Top Story:
1 Unilever  Only XX% of brands have a positive impact on our sense of wellbeing and
quality of life in APAC. This compares with the global average of 20%.
2 Ikea  People in APAC would not care if XX% of brands disappeared in the future.
3 Volkswagen  There is a huge opportunity and demand in APAC to increase the impact of
4 Nongfu Shangquan brands on individual wellbeing and quality of life.
5 Maruti Suzuki
Sector and Brand findings:
6 Shell  Ikea scores particularly well by helping consumers to become more
7 Reckitt Benckiser environmentally friendly. Taking a stance on environmental issues is not
8 Mobil 1 leveraged across the board by brands in China, yet it is something that
consumers are demanding.
9 Minute Maid  In India, the key opportunity for consumer brands lies in being open and
10 Castrol ethical, considered important by most consumers.
 Volkswagen receives the highest score of all brands surveyed in China,
followed by Nongfu Shangquan, Ikea, Shell and Mobil 1.
The project is based on  In India, Reckitt Benckiser and Unilever are perceived as strong performers,
one of the largest as market leaders and in terms of their economic contribution (“Benefiting
the economy / creating jobs”).
pieces of research of  There is quite a lot of variation within each industry in China. For example,
its kind: the auto industry has highly rated brands such as Volkswagen, which is far
above the other brands in the sector. In the food and beverage industry,
14 markets: UK, US, Spain, Nongfu Shangquan is rated highly while other brands in the sector rated
Germany, France, Italy, India, much lower.
Brazil, Argentina, Chile,  Commitment to the enviroment and community are relatively weak for all
Colombia, Mexico, China & brands in China, as consumers indicate that these are improtant yet under
Japan. developed areas for the sector. As yet these are not areas of focus for Indian
consumers.
50,000 consumers; 300
brands; 12 industry sectors: Country Comparisons:
APAC (India & China): 25  Latam consumers show a healthier relationship with brands – with the
brands; 2,835 consumers proportion of brands considered meaningful 50% in Brazil.
 Consumers in China and India are the most active when considering
surveyed
environmental, social and ethical aspects when purchasing, along with Chile,
Mexico and Columbia.
Contact details
Consumer Trends:
Sara de Dios López  74% and 62% say they would pay 10% more for socially and environmentally
Director Global Business responsible goods in China and India (highest globally aside from Chile).
Innovation  Information and expense are the main barriers to socially responsible
sara.dios@havasmedia.com consumption, with credibility being another key issue in both markets.
+34 91 456 9090  84% in China feel it’s the responsibility of companies rather than the
government to solve social and environmental issues (compared with 64% in
2009) and 76% in India with a similar increase since 2009.
Nancy Lay  95% and 85% say they trust companies with a responsible or social profile
Strategy & Insights Director more than those without in China and India respectively.
nancy.lay@cn.mpg.com  Empowerment is down in China: 64% feel that they can make a difference to
+86 10 5923 2710 how companies behave and this is static in India at 71%.
 But so is cynicism: 71% feel that most companies are only trying to be
responsible to improve their image and only 12% trust what companies say
in this area.
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