Mintel: consumers favour brands that align with personal values

Consumers value authenticity in brand choices, says analyst.

A recent trend analysis by Mintel revealed that consumers are increasingly selecting brands that not only meet their needs but also reflect their personal values. Joey Khong, Trends Analyst at Mintel for Southeast Asia, shared his insights on the specific values that are guiding consumer choices today.

"Consumers are looking for a mix of functional, aesthetic, social, and emotional values in the brands they choose," Khong explained. 

Mintel's 2024 Global Consumer Trends identified five trends which includes being human, more than money, relationship renaissance, new green reality, and positive perspectives.

Functional values such as convenience, multifunctionality, and efficacy remain significant among consumers, with Khong citing data that "89% of Indonesian consumers think it's worth paying more for products that make their lives easier." 

However, the aesthetic appeal and innovative design of products are equally important, demonstrating how a brand's values can influence consumer perception and loyalty.

"Emotional marketing isn't new, but it's becoming more sophisticated," Khong noted. Today’s consumers are looking for authentic emotional connections that are supported by tangible benefits. They are not just buying a product; they are buying into what the brand stands for. 

"Consumers today absorb information from a variety of sources, including social media and online reviews, which all contribute to how they emotionally engage with a brand," he added.

Khong emphasised that true brand authenticity requires a proactive approach to engaging with consumers and the broader community. "Brands need to be proactive rather than reactive in their strategies, really understanding and addressing the specific needs and challenges their consumers face," he said. 

Transparency plays a crucial role in how authentic a brand appears. In today's digital age, consumers expect openness and honesty from the companies they support. "When something is hidden, consumers become sceptical," Khong stated. He argues that allowing consumers a view of what goes on behind the scenes—such as how products are made or how services are implemented—can enhance a brand's authenticity.

Moreover, as brands navigate the complex landscape of modern marketing, the integration of social values and community impact has become more prevalent. Consumers increasingly prefer brands that contribute positively to society, adding another layer to what constitutes value in the consumer’s eye.