Recent News & Findings
China: Stronger economy in the long term
Our annual survey reveals a growing sense of economic patriotism among Chinese consumers, reflected in a stronger preference for domestic products and brands.
Since 2015, the survey has asked a set of questions to specifically investigate consumer behaviour pertaining to patriotism and support for the domestic economy. One key question included has been “Why do you buy Chinese instead of comparable foreign products or brands?” highlights shifting motivations. Similar to previous years, this year’s main response was ‘Usually Cheaper' (29%), followed by ‘Support the Economy’ (27%), ‘Be Patriotic’ (24%), ‘More Suitable’ (9%), ‘Only Available Option’ (7%), and ‘Other’ (4%). This year, support-driven motivations increased: ‘Support the Economy’ rose by 8%, and ‘Be Patriotic’ by 2%, with declines in the other responses.
One example of this is smartphone purchases, where non-Chinese brands such as Apple and Samsung, have experienced a 49.6% drop in shipments within China over the 12 months ending in March 2025, and now account for only 8% of sales in China’s smartphone market.
The survey also explored public sentiment regarding the ongoing trade war with the United States. Asked, “Where possible, will you avoid purchasing products made in the USA or USA owned brands because of the current trade war?”, 67% of respondents answered ‘Yes’, signalling strong economic nationalism.
Looking ahead, Chinese consumers remain confident about their country’s economic resilience. When asked, “In the long term, which country will have a stronger economy as a result of the current trade war between China and the USA?”, 69% answered ‘China’, compared to 31% who answered ‘USA’.
These findings underscore a rising trend of economic patriotism among Chinese consumers, driven by both national pride and global geopolitical dynamics.
The survey used a methodology where 5,042 adults, across all income and age groups, across the 30 largest cities in China, interviewed between 28th April - 6th May 2025.
Japan: 30% female executives by 2030
Over the past two decades, Japan has made efforts to promote women into leadership roles within a society that remains deeply patriarchal. In 2003, the government set an ambitious goal: to have women occupy 30% of leadership positions across all sectors by 2020—a target that fell significantly short.
More recently, in June 2023, the Japanese government approved a policy package aimed at developing the empowerment of woman. One of the targets set is to have women hold 30% of the executive roles within country’s leading publicly-listed companies by 2030. This is a very ambitious target, where in June 2023 women were estimated to hold only 11.7% of such executive roles.
Shortly after this was announced, we undertook a survey amongst C-suite executives from Japan’s leading publicly-listed companies, to determine their views on this and other initiatives to elevate women into executive roles and to further empower women in Japan.
One question asked “By 2030, can your company realistically attain the goal to have 30% of the executive roles held by suitably qualified women?” In June 2023, 23% answered ‘Yes’ and 77% ‘No’. Asked again in May 2024, there was a 5% increase in responses to ‘Yes’ reaching 28%. Where subsequent questions identified much of this 5% increase attributable to increased attention and strategies towards developing leadership paths for women in these companies over the past year. However, our most recent survey in May 2025, found a 1% decrease in responses to ‘Yes’ from 2024, down to 27%.
Another series of questions explored the main reasons why achieving the goal of 30% is viewed as being difficult or not possible by 2030. Firstly, most companies do not have sufficient numbers of women suitably qualified, or in the process of becoming suitably qualified, for executive roles. Secondly, external recruitment is not possible due to the overall shortage of women being suitably qualified, or in the process of becoming suitably qualified. Thirdly, corporate culture in Japan is regarded as being too male-orientated and unable to be adequately changed by 2030 to be acceptable for larger numbers of women. Additionally, over the last 12 months, 11% of companies stated they had not devoted sufficient attention and resources to meet this goal.
Pacific: Impact of Climate Change
Our 3rd annual survey focussed on climate change in the Pacific, has found an increase in the number of people who are having to make changes to the way they live, across the countries and territories in the Pacific.
Over the last 12 months, there has been a 1.7% increase amongst those who answered that they have had to make changes to the way they live due to climate change. The largest increases were in Samoa (2.8%), Nauru (2.5%), Cook Islands (2.3%) and Vanuatu (2.1%).
Similar to previous years, the countries and territories that predominately comprise atolls and have the lowest elevations, had the highest proportion of people that had to make changes to the way they live, with the highest proportion being in Kiribati (93%), followed by Tokelau (92%), Marshall Islands (91%), Tuvalu (90%) and Niue (89%).
The majority of those in the Pacific feel that the rest of the world is largely unaware and uninterested in the effects that climate change is currently having in the Pacific and will not provide adequate assistance to manage the effects that climate change is having. Asked “Do you believe those in countries outside of the Pacific are aware of the effects that climate change is currently having on people living in the Pacific?” 61% answered ‘No’. Another question asked “Do you believe that countries outside of the Pacific will provide adequate assistance to countries and territories in the Pacific to manage the effects of climate change over the next 5 years?” 73% answered ‘No’.
The survey comprised a methodology where nationwide representative samples of the adult populations throughout 21 Pacific countries and territories, were undertaken between January - April 2025.
Webinar
APMI Partners will be holding a webinar from Singapore on the 23rd May, focussed on social research in Asia.
Speakers will include several partners and staff, leading regional social researchers and academics, plus senior managers from ASEAN, The Asian Development Bank and the World Health Organization.
This webinar is suitable for government, not-for-profit and other organizations involved in conducting and implementing social research.
To register your interest, please contact: events@apmipartners.com
