Thailand and Brazil are fertile ground for brands who buy into Participation

Insight

Thailand and Brazil are fertile ground for brands who buy into Participation

Consumers in developing markets are more interested in participating with brands compared to those in developed markets. They’re more curious about how brands can entertain, educate and connect them, compared to more marketing-mature markets. And as a result, they’re more inclined to recommend them to others.

Evidence

Thailand and Brazil top the overall PBI score across all age groups, with Australia beating the UK and US to the bottom spot. These markets also see a stronger correlation to NPS for those brands scoring highly at their PBI.

Implication

Brands in Thailand and Brazil have a great opportunity to engage with consumers and stand apart from the competition. Now is the time for Participation leaders to emerge in their categories, and reap the rewards of bravery. So if you’re not tapping into Participation for your brand strategy, now is the time.