54% of Singaporeans show more loyalty to socially responsible brands: report

 58% of both Millennials and Gen Z shoppers in Singapore are especially responsive to brands with a clear social impact focus.

More than half of Singapore consumers say they are more loyal to brands that demonstrate a strong social purpose or contribute to charity, according to Adyen’s Retail Report 2025.

The report found that 54% of Singaporeans express greater loyalty toward brands that take a stand on social or environmental issues, outpacing the Asia-Pacific (APAC) average of 45%.

The trend is most pronounced amongst younger Singaporean consumers. According to the report, 58% of both Millennials and Gen Z shoppers in Singapore are especially responsive to brands with a clear social impact focus.

In response to growing consumer expectations, many businesses are starting to act. The report found that 35% of Singapore retailers have already invested in social impact causes or decarbonisation efforts.

Whilst consumer loyalty is rising around socially responsible brands, actual donation behaviour at checkout remains relatively low.

Only 10% of Singapore consumers reported donating at checkout over the past year, though features such as round-up donations are gaining traction. 38% have used round-up features, and 45% believe more donations could be raised if such features were consistently offered.

Younger consumers once again lead the way in adopting these features, with 54% of Millennials and 44% of Gen Z in Singapore using round-up options when available.

The report also highlighted increasing willingness among Singapore consumers to pay a premium for sustainable and ethical products. 44% are prepared to pay more for products that are ethically sourced, whilst 42% are willing to pay more for products that minimise environmental impact.