Understanding Asia | Brand Shifts in Asia Pacific Amid the Iran Conflict
The Iran conflict is sending shockwaves across Asia Pacific. This has implications for economic stability, energy security, consumer confidence, and geopolitical perceptions.
Asia Pacific at an Inflection Point
Ipsos’ Global Consumer Confidence Index is down 2.7 points this month and sits at 46.7. Many countries are feeling negative effects as a result of the ongoing U.S.-Iran War, which is now in its third month. Consumer confidence has declined particularly sharply in Asia, in falls not seen since the COVID 19 era.
Five of the six largest declines came from this region: Thailand (-10.9 points), Malaysia (-6.1 points), South Korea (-5.1 points), Japan (-4.7 points), and Australia (-4.6 points). At this point in time trust in Brand America is weakening—only 39% across 30 countries now see the U.S. as a positive force—while China’s influence is rising, especially in ASEAN. Nationality is no longer a passive label; it is a decisive signal shaping brand trust and purchase intent.
The author(s)
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Gillian GuerinRegional Director, Marcom APAC
