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PETALING JAYA: For brands to make an impact in the current challenging climate, they should be relevant to the current generation, have a purpose, uphold trust and authenticity, among others, according to marketers.

UEM Sunrise Bhd chief marketing officer Kenny Wong said by and large, there should be minimal impact to Malaysian or international brands with Malaysian presence due to the geopolitical conflict like the Russia-Ukraine war.

However, he told StarBiz that the younger generation today would always tend to gravitate and relate to brands that could reflect their own preferences, lifestyle and values.

For example, he said the “woke” generation may prefer to support brands which endorse causes and values that promote gender equality, sustainability and fair trade.

“Essentially, brands which are relevant and resonate with the ‘now’ generation like ours will be able to ride these challenges by identifying with basic principles of humanity instead of riding on trends just to stay relevant.

“What is key for us is to put our customers at the core with the brand and product offerings weaved in around them.

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“In the context of understanding the growing concerns pertaining to environmental, social and governance (ESG) aspects, we are taking the right steps in our prioritisation of sustainability through the UEM Sunrise Sustainability Blueprint 1.0,” Wong said.

Mondelez International marketing director for Malaysia and Singapore Arpan Sur said brands that hold themselves to the highest level of trust and authenticity would be better equipped to emerge stronger from trying times.

Sur: Creating real, human connections with purpose will be the best way forward for brands to win with consumers in the future.

These characteristics would remain important going forward, but consumer value, behaviour and their priorities would continue to evolve, he said.

“Creating real, human connections with purpose will be the best way forward for brands to win with consumers in the future.

“Beyond just having quality products at good prices, brands must be able to adapt quickly, respond to changes and execute effectively with a consistent strategy in place,” Arpan said.

At Mondelez, he said its strategy has always pivoted around consumers. Its “humaning” approach has enabled the snacking giant to develop deeper connections and trust with consumers.