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APAC consumers expect brands to show empathy to frontline workers during Covid-19

on Sep 16, 2020 | 0 comments

By Shawn Lim

Consumers in Asia Pacific want to see empathy from brands and support for frontline workers during the Covid-19 pandemic, according to a new report.

75% of consumers across APAC say they prefer brands that offer discounts and benefits to frontline health workers, and 73% stated they want brands to communicate with compassion and empathy during this time.

This is according to research by Rakuten Advertising, called ‘The Road to Recovery: 2020 e-Commerce in Asia Pacific’, which surveyed over 5,000 people from across APAC.

“While the pandemic has unfortunately resulted in more consumers being confined to their homes or geographical locations, online services such Read full story ›

Source: The Drum