One of the biggest shifts since the pandemic has been in what people expect from brands. It is no longer enough to run clever campaigns. Today’s consumers want companies to stand for something, contribute to something, or challenge something. They want activism, not advertising. We’ve seen it globally with brands like Patagonia donating its profits to environmental causes, and closer to home with companies stepping up during the floods or supporting food security initiatives. These moments changed how people judge a brand’s purpose.

But what does brand activism really mean? How far should brands go, and at what point does it become performative? And are Malaysian consumers ready for brands that take a stand?

Nizwani Shahar, CEO of Havas Malaysia, joins us to discuss why brand purpose has evolved, and what modern consumers now demand from the companies they support.