What do Singaporeans look for in a brand?

Not taking advantage of a crisis was regarded as the top attribute.

The state of consumer trust in Singapore has entered into a new normal amidst the COVID-19 pandemic, according to a survey by Qualtrics.

Findings from the study show that consumers are most likely to trust brands that are not taking advantage of a crisis (42%), followed by those that are maintaining a reasonable pricing range (40%), and those that are taking care of employees (37%).

Meanwhile, messages of hope and optimism (14%) or even statements about providing new products and solutions (10%) were regarded as less impactful drivers.

Singaporeans are said to be more interested in the operational impact of COVID-19 compared to sales and promotional marketing, as most locals prefer to hear how the business is responding to the crisis (68%). This is followed by the impact on distribution (49%) and information on products and services (48%).

Findings also revealed that Singaporeans want brands to communicate with them, highlighting a strong preference for tried and tested channels, with email coming out on top as the most preferred communication channel (52%), followed by online media (46%), and Facebook (44%).

Bottom of the list were Twitter (7%), TikTok (3%), and other forms of media besides email, including online media, Facebook, WhatsApp, Instagram, TV advertising, radio, and print.

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

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