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Responsible companies sell more

Local consumers patronize businesses that give back
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<>Reader’s Digest recently bared the latest installment of it’s Trusted Brands survey in the Philippines, which shows that brand development and social responsibility remains at the forefront of business despite a slow economy.

Based on the survey, 99% of local respondents rated social responsibility as important (55%) and very important (44%), the highest among countries in Asia covered by the survey.

The results of the Reader’s Digest Trusted Brands Survey in the Philippines tracked the results of its neighboring South East Asian countries, where 78% of respondents rated social responsibility as important and will influence their purchasing decisions.

Some of the local brands that bagged this year’s prizes were: Ajinomoto (Seasoning Category), Baguio Oil (Cooking Oil), Bigen (Hair Dye), BPI Asset (Investment Fund), BPI Credit Card (Credit Card), Canon (Digital Camera and Multi-Function Printer), Citibank (Credit Card), Dutch Boy (Paint), Emperador (Wine/Liquors/Spirits), Enervon (Vitamins/Health Supplement), Metrobank (Bank and Investment Fund), Minola (Cooking Oil), Panda (Pen), Petron (Petrol Station), Pilot (Pen), Sony Cybershot (Digital Camera); while Boysen (Paint), Nokia (Mobile Phone), Philamlife (Insurance), Sony Bravia (LCD/Plasma TV), St. Luke’s Medical Center (Hospital) and Uratex (Mattress) are Platinum winners for the year.

“The Reader’s Digest Trusted Brands survey is constantly evolving. We want to make sure it continues to be a great resource for consumers, marketers and global players looking to enter Asia markets. This year, we added social responsibility as a benchmark to the survey as it is becoming important for brands to do more for the community, the environment, its employees and practise good corporate ethics,” said Mr. Simon Cholmeley, Group Advertising Director, Reader’s Digest Asia.

The decade old Reader’s Digest Trusted Brands Survey is Asia’s most comprehensive and credible measure of consumer confidence, based on scientific, structured and transparent research, the company said.

The survey covered 8 key Asian markets: China, Hong Kong, India, Malaysia, Singapore, Taiwan, Thailand and the Philippines.


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