Study: 80% of APAC consumers expect brands to transform lives, not just sell products

A growing number of Asia Pacific (APAC) consumers are looking to brands not just for products, but for personal transformation. According to a new study by loyalty and engagement company Collinson International, eight in 10 consumers in APAC rely on brand rewards to access unique and transformative experiences, signalling a shift toward emotional and experiential value as the new loyalty currency.

This trend is most pronounced among younger Millennial and Gen Z consumers, with 89% and 86% respectively favouring experiential rewards, from exclusive concert access to global sporting events, over conventional perks. 

The report, titled "2025 Asia Pacific consumer happiness report", surveyed more than 4,000 respondents across eight markets and was conducted in partnership with behavioural psychologist Dr. William von Hippel. It explores how consumer happiness, and not just satisfaction, is increasingly tied to the types of experiences brands enable.

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The research shows that while 66% of consumers are already satisfied with the rewards they receive, there is clear room for deeper emotional engagement. Millennials reported the highest levels of happiness at 72%, followed by Gen Z (67%), Gen X (65%), and Boomers (56%).

When brands contribute to their happiness, consumers are more likely to reward them in return, with 46% stating they consistently purchase from the same brand. In addition, 43% are more likely to try new products, and 42% are inclined to recommend the brand to others.

How that loyalty shows up, however, differs by generation. Older consumers, Gen X (49%) and Boomers (47%), show loyalty through repeat purchases. Meanwhile, younger consumers engage more deeply on digital platforms, with 37% of Gen Z and 40% of Millennials interacting with brands on social media. Gen Z, in particular, is also the most likely to defend a brand from criticism online (22%).

The findings draw on Dr. von Hippel’s “transformation economy” framework, which emphasises the dual need for connection and autonomy. According to the study, 60% of respondents value rewards that enhance their relationships with family and friends over those focused on personal fulfilment, a figure that increases with age. Top experiential rewards cited include extended perks for family and friends (20%), health and well-being benefits (18%), and elite status perks (15%).

“Consumers expectations for how they find satisfaction from brands have evolved. In today’s transformation economy, consumers are drawn to experiences that enrich their lives far beyond basic consumption, experiences that nurture connection, inspire personal growth and help bridge the gap between the world they live in and their aspirations,” said Rohan Bhalla, vice president of business solutions for APAC at Collinson International.

He added, "This transcends rational rewards or simple engagement, delivering true meaningful moments, whether it is travelling to see their favourite band perform live or attending a global sports tournament.”

Moreover, Bhalla said that the future of brand loyalty lies in creating emotional resonance across life stages and demographics.

“To truly achieve success in the transformation economy, brands must become catalysts of consumer happiness. This means moving beyond traditional loyalty strategies to deliver unique experiences that not only resonate with the distinct needs of every segment and market, but also bring greater value and enrich customer lives.”

In tandem, von Hippel said, "Connection is the innate human need to bond with others, belong to groups and form meaningful relationships. Autonomy refers to the need to make one’s own choices and pursue individual goals for self-fulfillment and development. At its core, consumer happiness is shaped by a balancing of these basic yet fundamentally opposing needs."

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