Hong Kong, (June 26, 2025) – Amidst economic uncertainty, Hong Kong affluent consumers are six times more likely to stick with trusted brands and tolerate up to a 7% price increase for brands they trust, as unveiled by the latest study released by the South China Morning Post (SCMP) and Ipsos.
The third annual edition of SCMP’s brand study, headlined “How Resilient Brands Grow”, reveals a crucial insight for businesses navigating current economic volatility: brand trust is not merely a soft metric, but a tangible asset that fosters resilience, customer retention, and even allows for premium pricing during challenging times.
Kevin Huang, Chief Operating Officer at SCMP, said, “Our 2025 brand study clearly shows that investing in your brand is crucial for building resilience and growth, particularly in times of uncertainty. Affluent audiences, in particular, are six times more likely to continue spending and tolerate price increases for brands they trust. Brands need to double down on what truly matters. Alongside a commitment to product and service excellence, the branding journey becomes more effective through impactful storytelling and collaboration with trusted partners to co-create content that deeply resonates with diverse people, cultures, and communities.”
Key Findings from “How Resilient Brands Grow” brand study:
- A significant shift in consumer behavior: With 73% of respondents concerned about the Hong Kong economic situation and 41% already reducing or planning to reduce spending on non-essential items, brands face an imperative to rethink their value proposition.
- Affluent customers tend to stick with the brands they trust: Brand trust directly correlates with consumer loyalty, especially among affluent consumers. Six in 10 consumers maintain their loyalty to the brands they trust, which is six times more than brands that they trust less.
- Resilient brands can even command a premium during uncertain times: Brands that are built on a strong foundation of trust and live by brand values can command a price premium up to 7% on average before customers even consider other options. This success is directly attributable to trust, high quality, desirable products and services, and the genuine value that resonates deeply with consumers.
Photo caption: The latest brand study findings reveal that trusted brands demonstrate remarkable resilience during periods of challenge and volatility. Brands shall prioritise customer experience, product and service excellence, and brand values, alongside crafting an inspiring narrative. These elements serve as the foundational building blocks of trust. Photo credit: SCMP
Download the “How Resilient Brands Grow” brand study: https://advertising.scmp.com/how-resilient-brands-grow
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Methodology: The brand study “How Resilient Brands Grow” was commissioned by the South China Morning Post and conducted by Ipsos. The study surveyed 300 affluent Hong Kong individuals (with USD100K to USD2M in investable assets) aged 21-65, via online access panels/ surveys in June 2025.
About the South China Morning Post (SCMP)
The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, the SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing staff of correspondents across Asia and the United States. Our mission is to “Lead the global conversation on Hong Kong, mainland China and Asia”. The SCMP has received hundreds of awards for its journalistic excellence from prestigious organisations such as the World Association of News Publishers and the Online News Association. The SCMP also publishes a portfolio of premium lifestyle and fashion titles in Hong Kong, including Cosmopolitan, ELLE, Esquire and Harper’s BAZAAR. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism.
About SCMP Advertising+
For more than 120 years, the South China Morning Post has been entrusted by both readers and partners in Hong Kong and Asia to tell their stories to over 35 million readers each month. SCMP Advertising+ connects partners to affluent Asian influencers and business decision-makers through culturally relevant content and events that drive connection and consideration, and its first-party data platform and brand safety tools that deliver impact through insights and context. SCMP Advertising+ is for partners who want to shape the next chapter of Hong Kong and Asia’s story.
