Malaysians Don’t Just Buy Brands—They Feel Them

By The Malketeer

IDTG Asia’s latest survey reveals six emotional truths driving consumer loyalty in 2025.

In a scroll-happy world where attention is fleeting, Malaysian consumers have become strikingly clear about what keeps them loyal—and it’s not just price or convenience.

It’s emotion. Recognition. And relevance.

That’s the core takeaway from IDTG Asia’s Malaysian Consumers Speak 2025 study—a candid deep-dive into what real people want from brands today.

The findings are a loyalty blueprint built not on points systems or discount codes, but on how a brand makes people feel.

According to Shane Loh, Founder & Chief Strategist of IDTG Asia, “Too many brands confuse transactions for trust. Loyalty today is emotional, not just economical.”

Here are the six truths brands must embrace if they want to matter to Malaysians in 2025 and beyond:

1. Emotion Beats Incentives:

Consumers don’t just want rewards—they want to feel seen. A warm reply, a remembered preference, a thoughtful birthday message. These small but sincere acts foster loyalty far more deeply than discounts ever could. Brands that humanise their tone and personalise with empathy are the ones that stick.

2. Local Matters. Deeply.

You can’t fake familiarity. Malaysians resonate with brands that reflect their way of life. Think Tealive’s localised drink names or HYGR’s daily-use products designed for local skin and weather. These brands speak our language—literally and culturally.

The most beloved brands today feel like us. Not outsiders trying to cash in.

3. Consistency Builds Trust

Loyalty isn’t built overnight. It’s built across consistent, reliable experiences. If your website says one thing, your store another, and your social media something else entirely—you’re eroding trust.

Petronas, for example, communicates with a consistent tone—whether it’s a CSR film, a fuel pump, or a mobile app. It feels like one voice.

4. Response Time = Respect

A slow reply? That’s modern disrespect. Malaysian consumers equate speed with sincerity. A fast “We’ve got this” acknowledgment earns more goodwill than most realise.

Responsiveness isn’t just for complaints—it applies to compliments, queries, and everyday chatter too. It shows presence.

5. Seamless Is Standard

Omnichannel is no longer a nice-to-have—it’s expected. Whether browsing online or walking into a store, customers expect a fluid experience.

ZUS Coffee nails this. In just a few years, it’s grown to over 700 outlets by ensuring that its in-app rewards, offline stores, and customer interactions all feel like one brand.

6. Your Feed Is Your Front Door

Social media is no longer just for visibility—it’s where discovery, decision-making, and loyalty all converge. But virality alone isn’t enough.

Christy Ng is a great example of a brand turning Instagram into a storefront—blending style tips, product demos, and behind-the-scenes peeks into content that sells without shouting.

The Bigger Picture

Shane sums it up best: “The brands Malaysians love most don’t just sell—they listen, they reflect, and they build emotional momentum.”

This isn’t just a trend—it’s a tectonic shift. Loyalty now belongs to brands that make people feel recognised, respected, and reflected. In other words—human.

For brand leaders eager to build enduring relationships in 2025, this report is more than research—it’s a strategic compass pointing to where loyalty truly lives.

Download the full report at idtg.asia/consumer-report

Take a quick 5-minute brand assessment at idtg.asia/bx-blind-spot-quiz