If there’s one message Malaysians are sending loud and clear right now, it’s this: “Fix the economy.”
The latest Merdeka Centre National Survey (May 2025) reveals that 73% of Malaysian voters identify economic issues as the country’s biggest challenge.
Topping the list is inflation (33%), followed by economic growth (13%), with unemployment and corruption tying at 7% each.
It’s not a whisper—it’s a roar.
A deep pulse reading of a nation that’s economically anxious but not yet angry.
While political stability under Prime Minister Datuk Seri Anwar Ibrahim has offered a modest confidence boost—his approval rating climbed to 55%, up from 53% in December 2024—the underlying public sentiment remains cautious.
Official data points to progress: inflation has cooled to 1.4%, the lowest in three years, and the economy expanded by 4.4% in Q1.
Yet, for many Malaysians, the cost of everyday essentials still hits hard.
So what does this mean for brands?
1. Empathy Must Be More Than a Tagline
With half the population believing the country is headed in the wrong direction, brands cannot afford to be tone-deaf.
Glossy, aspirational ads may now come across as disconnected or insensitive.
What resonates instead?
Warmth. Authenticity. Relatability.
Think kampung.
The recent NESCAFÉ “Bangkit Sepenuh Hati” campaign nails this approach—offering emotional uplift rooted in real, heartfelt stories rather than empty escapism.
2. Value Messaging Is Back—But With a Twist
Today’s consumer isn’t merely chasing discounts.
They’re looking for brands that “get” them—that understand their struggles and offer thoughtful solutions.
Whether it’s transparent pricing, smart bundling, or flexible payment options, the new gold standard is “value with dignity.”
3. Segment Smarter: Age Matters
The optimism gap between generations is telling. According to the survey:
59% of Malaysians aged 51–60 believe the country is on the wrong track
But 54% of those aged 21–30 think Malaysia is headed in the right direction
For marketers, this isn’t just a demographic stat—it’s a creative cue.
Younger Malaysians are more hopeful, more digital, and more vocal.
If your brand speaks their language and listens, you gain relevance and loyalty.
But when engaging older consumers, your messaging needs to be practical, respectful, and grounded in real solutions.
4. Race, Rights & Safety? Fading as Priorities
Despite political noise around race and identity, the rakyat seems to be tuning out.
Only 3% of respondents cited racial issues or public safety as top concerns.
This shift matters.
It signals that economic fairness now outweighs fiery rhetoric in the hearts and minds of Malaysians.
Brands should take note—and act accordingly.
5. Trust is Currency—Spend It Wisely
With 50% of Malaysians split on the government’s performance, public trust remains fragile.
And in an age of scepticism, brands can no longer rely on legacy goodwill.
You must earn trust—daily.
Through consistent delivery.
Through ethical decisions.
And by walking the talk on issues like sustainability, inclusion, and community-building.
In a climate of economic strain and cautious optimism, brands must do more than sell.
They must listen, adapt, and lead quietly but meaningfully.
This is not the moment for shouty slogans or grandstanding.
It’s the moment for grounded brand leadership rooted in empathy and action.
If 73% of Malaysians are worried about the economy, then 100% of marketers should be paying attention.
