SCMP Advertising+ and Ipsos launched the 2025 brands study, emphasizing brand marketing investment amid volatile times. Research indicates that 41% of affluent individuals are reducing non-essential spending; however, they remain loyal to trusted brands. Consumers are significantly more likely to maintain spending on brands they trust, willing to tolerate a seven percent price increase before reconsidering. Key attributes of trusted brands include product quality and strong brand identity, with storytelling being crucial for connection with consumers.
Up to 41 percent of affluent people have cut back on non-essentials, but consumers are up to six times more likely to spend on trusted brands, showing resilience.
Brands consumers trust can withstand challenges, with a willingness to absorb a seven percent price increase before reconsidering purchases.
The primary drivers of trust in brands are product and service quality and a strong brand identity. Storytelling plays an essential role in building this identity.
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