Southeast Asian Gen Z Expects Brand Action & Accountability

SINGAPORE — New research from DeVries Global shows most Southeast Asian Gen Zers expect action and accountability from brands in the same vein as their western counterparts.
 
However, the survey also finds that Gen Zers’ opinions on brand purpose vary by country, meaning companies run the risk of alienating consumers across the region by lumping them together.
 
Gen Zers in Indonesia and the Philippines tend to be more cohesive in their views, whereas those in Thailand, and to a lesser extent Singapore, often have a wide spectrum of opinions, the study found. The report, Decoding the Z Mind, was based on a survey of 1,395 respondents aged 16-25 in Singapore, Thailand, Indonesia and the Philippines.
 
For instance, 54% of total respondents believe brands must take a stance on current social issues, and 37% said they would stop supporting brands that remain silent (although 51% are…