Thais value eco and social efforts, but during a financial crisis, brands need to drive ethical choices that promote cost-cutting while showcasing genuine ethical commitment.
Wilasinee Siriboonpipattana (Kaimook), Senior Research Analyst – Lifestyle, Thailand
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EXECUTIVE SUMMARY
- Key issues covered in this Report
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KEY TRENDS AND MARKET FACTORS
- Climate change puts green behaviours at the forefront
- Graph 1: consumers' concerns over the next six months, 2022-23*
- Upcycling is a new roadmap to waste management
- A demand for equality and inclusion commitment
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WHAT CONSUMERS WANT AND WHY
- Growing importance of ethical claims
- Graph 2: sustainable actions consumers expect companies to do to be considered ethical, 2022
- Graph 3: social actions consumers expect companies to do to be considered ethical, 2022
- Graph 4: sustainable actions consumers expect companies to do to be considered ethical, by age range, 2022
- Graph 5: social actions consumers expect companies to do to be considered ethical, by age range, 2022
- Graph 6: consumers who find it difficult to understand certifications on product packages, by generation, 2022
- Tap into a more affordable, value for money ethical consumption
- Graph 7: consumers' rating of the importance of ethical brands, by financial status, 2022
- Graph 8: consumers who have been affected by any of these issues over the last two months, 2023*
- Graph 9: agreed statement, by financial situation, 2022
- Prove ethical claims true with facts and evidence
- Graph 10: consumers who are motivated to buy from brands that are honest about business practices, by product category, 2022
- Graph 11: agreed statement, 2022
- Graph 12: consumers who agree to switch to a company that supports a cause they believe in, by age range, 2022
- Graph 13: ethical statements that influence consumers to switch to a different brand, 2022
- Graph 14: agreed statement, 2022
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APPENDIX
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