Pinoys seek ‘proactive brands’


    Brands must now be more proactive in not just pushing their products but in guiding consumers make informed choices on their purchases.

    Kantar’s COVID Barometer research showed 92 percent of Filipinos said they still want to hear from brands despite the pandemic.

    Filipinos expect brands to help consumers in their everyday life (25 percent), be an example and guide the change (25 percent) and demonstrate how to fight the ongoing health crisis (17 percent).

    Vicky Abad, chief client officer at Kantar Philippines, said this means businesses need to engage their consumers by reactivating market demand, bending the curve, and beating fair share in order to speed up their recovery after this pandemic.

    Kantar said businesses can recover their losses during the pandemic by revisiting the demand forecast across all markets and regions and take stock of emerging brand and category trends.