As Asian brands increasingly embrace cause-led marketing, they must tread carefully.
The approach, if overplayed, risks alienating the very consumers they aim to connect with, just as the recent controversy with Gail’s bakery in London’s Walthamstow has shown on a global stage.
From Pragmatism to Purpose: The Shift in Asian Branding
Traditionally, brands in Asia have thrived by focusing on delivering quality, affordability, and reliability.
The emphasis has always been on providing tangible value—goods and services that meet consumer needs without breaking the bank.
This pragmatic approach has earned the trust and loyalty of millions across diverse markets.
But as global trends shape local strategies, Asian brands are increasingly tempted to align with societal and environmental causes.
They are encouraged to look beyond transactional exchanges and communicate higher ideals.
This shift is partly driven by a younger, socially conscious demographic that expects more from the brands they support.
They seek companies that reflect their values, whether it’s sustainability, inclusivity, or corporate social responsibility.
Lessons from the West: Where Do Asian Brands Fit In?
However, the lessons from the West are cautionary.
Brands that stray too far from their core offerings or dive too deep into contentious issues risk backlash.
The Gail’s bakery saga is a prime example, where a seemingly innocuous brand found itself at the centre of a political storm, not because of its products but due to its perceived ideological stance.
Asian brands must take note.
While championing a cause can indeed deepen emotional engagement and create a more compelling brand narrative, it is crucial to maintain relevance to the category and the brand’s role in people’s lives.
Consider the example of Uniqlo, the Japanese fashion giant that has successfully navigated cause-led marketing without alienating its core audience.
By championing sustainability through its recycling programmes and innovations in eco-friendly fabrics, Uniqlo remains closely aligned with its identity as a provider of affordable, high-quality clothing.
The brand’s initiatives feel authentic because they resonate with its fundamental purpose: offering “LifeWear” that improves daily life for everyone.
The Risk of Losing Cultural Context
Asian brands need to be particularly mindful of cultural nuances.
The socio-political landscape in Asia is vastly different from the West, with diverse cultural norms, values, and political sensitivities.
A cause that resonates in one country may not in another, and a brand’s stance on social or environmental issues can be interpreted in multiple, sometimes conflicting ways.
Take, for example, the controversy surrounding Coca-Cola’s Lunar New Year campaign in China.
The ad, which featured a blend of Chinese and Western cultural elements, was met with criticism from Chinese consumers who felt it misrepresented traditional values.
What was intended as a celebration of diversity was perceived as a lack of cultural sensitivity—a stark reminder that even global brands can misjudge local sentiment.
Finding the Balance: Purpose with Prudence
So, where should Asian brands draw the line?
First, they must understand that while cause-led marketing can be a powerful tool, it is not the only tool.
Brands should use it to complement, not replace, their core messaging around product quality, value, and reliability.
A purpose-driven campaign should align naturally with the brand’s core values and resonate authentically with its audience.
Second, brands should avoid extremes.
In Asia, where community harmony is often prized over individual expression, brands that aggressively push divisive or controversial stances risk alienating large swaths of their audience.
Instead, they can focus on causes that have broad support, like environmental sustainability or local community development, where there is little risk of backlash.
Navigating the Ideological Terrain
Finally, Asian brands must be prepared for backlash if they choose to enter the ideological battlefield.
As the Gail’s case shows, once a brand is seen as a player in the culture wars, it may find itself fighting battles it never intended to join.
The goal should be to engage with purpose but to do so in a way that is consistent with the brand’s identity and relevant to its consumers.
Purpose Without Overreach
Cause-led marketing presents both opportunities and challenges for Asian brands.
While it can foster deeper connections and drive meaningful engagement, it must be pursued with caution, cultural awareness, and a strong sense of proportion.
The ultimate goal should be to enhance the brand’s value proposition without overstepping into contentious or irrelevant territory.
After all, in a market as diverse and complex as Asia, the balance between purpose and pragmatism is not just desirable—it is essential.
Of late, the Malaysian market is becoming increasingly difficult to read, given the sudden outbursts over seemingly petty non-issues permeating public sphere.
