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New Straits Times

Survey: Trust, emotion drive Malaysian consumer loyalty

KUALA LUMPUR: Malaysian consumer loyalty in 2025 is increasingly shaped by emotional connection, cultural relevance, and brand responsiveness, rather than traditional drivers such as price or convenience, according to a report by brand consultancy IDTG Asia. The report, titled Malaysian Consumers Speak 2025, is based on a survey of 150 Malaysians and outlines six key behaviours influencing brand trust and loyalty in the current market landscape. IDTG Asia founder and chief strategist Shane Loh said that modern consumers are no longer just attracted to rewards; they seek emotional connection and genuine recognition. She said that simple, thoughtful gestures such as a customer service agent recognising a returning customer or a sincere birthday greeting can go a long way in fostering a sense of connection and belonging. Loh also emphasised that relatability has become a strategic imperative for brands aiming to stand out, with those that mirror the everyday experiences of Malaysian consumers gaining a competitive edge. The report cited brands like Tealive, HYGR, and Padini as examples of successful localisation, noting that their culturally attuned products, branding, and tone of voice have helped build stronger trust and relevance among local consumers. Loh said inconsistencies in brand messaging, tone, and customer service across platforms can erode trust. Brands are encouraged to conduct regular audits to ensure cohesion between digital and physical channels. "Consider the consistent clarity of Petroliam Nasional Bhd's communications, whether at the pump, in a corporate social responsibility video, or through a mobile app; the experience feels cohesive and confidently aligned with the brand's values," she added. The report said Malaysian consumers today demand a smooth and integrated experience between online and offline platforms. Citing Zus Coffee as a prime example, the fast-growing local coffee chain has successfully built its brand on a seamless, technology-driven approach that links its digital presence with its physical stores. Loh said with product discovery now happening via entertainment content, social media has become a critical storefront. "Being trendy is not the same as being trustworthy. What actually makes people buy is not just what is viral, it is what feels useful, credible, and real. "A TikTok trend may catch the eye, but it is the relevance and social proof that seal the deal. Christy Ng is a shining example of a brand that has mastered this balance," she added.