Brands in Motion 2019 finds with greater choice and knowledge at their fingertips, consumers are more empowered than ever to make demands of brands. At a global level they are demanding that brands move toward a more emotional space, founded on a shared humanity and respect. In China however, where consumers expectations are at their highest, the demand is for greater accountability and action. While Chinese consumers remain ever pragmatic, the new brand loyalty is not driven by product or customer service alone—it’s driven by the broader role of a brand in China, for China.


83% of Chinese respondents expect brands to take a stand on important issues.

Chinese consumers are embracing technological change at a much faster rate and have more optimism about the benefits of technology, though 70% say change is happening too fast.

More so than most other markets, the Chinese consumers expect brands to be involved in making local communities better.


Define the brand’s role in China. Consumers want brands to take a stand and provide stability in uncertain times, but that purpose needs to be authentic, achievable and locally focused to be credible.


expect brands to take a stand on the issues that matter to them


expect brands to make local communities better


want the brands they support to balance great product with powerful purpose

In China, however, where expectations are at their highest, they are also more optimistic than global respondents about how this new technology is positively affecting their lives: