The latest MarketResearch.com report, "Global Consumer Trends: Connectivity," reflects the inherent consumer desire to connect with both their peers and surroundings. Forging strong personal relationships is important to consumers, especially in difficult times. Similarly, a feeling of responsibility is driving the trend for ethical consumerism and actions which are motivated by a need to do ‘the right thing’ for the global community.
Connectivity is a responsibility orientated mega-trend reflecting how global consumers are more connected to their environment. The Pew Global Attitudes Project in 2009 found that majorities in 23 of 25 countries agree that protecting the environment should be given priority, even if it causes slower economic growth and some loss of jobs.
The effect of branding on consumers in Asia Pacific is extremely significant. These consumers not only consider what a brand means to them personally, but also how it connects them to the wider community and defines their social status.
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