Making up half of the population, women are key influencers around the globe when it comes to spend. According to a Nielsen study, by 2028, women will own 75% of the discretionary spend. The report revealed that the reality is, women (no matter the occupation) still shoulder most of the household responsibilities. On average, 89% of women around the world say they have shared or primary responsibility for daily shopping, household chores and food preparations.
As such, it is evident that women hold the spending power and brands should be steering their marketing towards attracting this demographic. How women perceive a brand has become more critical, if brands want to expand their market share. Ahead of International Women’s Day on Sunday, YouGov has released a BrandIndex report that looks at the top 10 brands that have made the best impression on women.
In Singapore, Singapore Airlines secured the first place in understanding women. The national carrier has clinched the top spot for three years in a row. Changi Airport followed closely behind in second place, up two places from fourth in 2019. The top 10 brands are largely the same as last year, with Channel NewsAsia making it into top 10 ranking for the first time coming in eighth.
In Malaysia, Facebook-owned WhatsApp tops the list for the third consecutive year. ECommerce brand Shopee jumped two places from last year securing the second spot. New entrants to the top 10 list included Milo, Kit Kat and KFC, which were ranked third, sixth and ninth respectively. The top 10 ranking also included fast food giant McDonald's, YouTube, Maybank, Honda and Instagram.
Meanwhile, in Indonesia, WhatsApp, Shopee, OVO, Go-Pay made it into the top 10 for the first time, securing first, second, seventh and eighth spots respectively. Indonesia's national carrier Garuda clinched the third spot this year, as compared to its sixth position last year. Homegrown brand Indomie and cleaning supplies brand Sunlight also made the list.
YouGov BrandIndex ranked the brands using the Impression score, which asks respondents which brands did they have a positive/negative impression on. The scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand. The Women’s Rankings chart shows the brands with the highest average Impression scores between 1 February 2019 and 31 January 2020. Did your favourite brand make the cut?