Chinese consumers are taking a stand for demanding brands. There has been a recent trend, that is not restricted to China, of consumers having respect for brands that do social good. Whether it be environmentally friendly product, a brand that donates a percentage of proceeds to charity or a products that directly benefits the local community, consumers are willing to pay more for brands with a cause.

This is specifically seen in luxury companies pursuing China-specific philanthropic activities as they become increasingly aware of a rising demand among wealthy Chinese consumers for corporate social responsibility (CSR). In the luxury sector, supporting the arts has become a trend: Examples are Hugo Boss recently partnering with Shanghai’s Rockbund Art Museum (RAM) to launch the Hugo Boss Asia Art Award for emerging Chinese artists and also Diageo launching the Plan W Fund that will support women in China by providing them with a wide range of learning opportunities designed to improve their social and economic status.

Trendwatching.com discusses this trend on a global scale here.

Infographic from trenwatching.com September trend briefing. See more about Demanding brands here.

Infographic from trendwatching.com September trend briefing. See more about Demanding Brands here.

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