Singapore consumers say they want brands that stand for meaningful local issues, yet buying decisions here still pivot quickly to promotions and price. Most SMEs are investing in Corporate Social Responsibility (CSR), but market almost none of that intent, leaving purpose invisible at the point of sale.

On Viewpoint, Lynlee Foo speaks to Jaslyin Qiyu, Founder of Mad About Marketing Consulting 
to find out the answer to a hard question: When prices rise, is purpose the first thing to go?