Why Consumer Behaviour is the Competitive Edge MNCs Can’t Afford to Ignore
For multinational companies (MNCs), brand awareness and market reach are rarely the problem — but staying relevant, agile, and consumer-focused across diverse markets is an ongoing challenge. At this scale, understanding what consumers buy isn’t enough — it’s the reason that unlocks real growth. That’s where consumer behaviour research becomes indispensable.
1. One Size Doesn’t Fit All: Localisation Starts With Behavioural Insight
Even the most iconic global brands must localise to thrive. Behavioural insights — deep understanding of how culture, values, and habits influence decisions — are key to adapting meaningfully to each market. Relying solely on past successes or assumptions is a recipe for stagnation. Sunshine Bakeries, a trusted name in Singapore, faced this very challenge when trying to appeal to Gen Zs. Many younger consumers found wholemeal bread dry and unappealing, while Millennials — making purchase decisions for their Gen Alpha children — played an influential role in household consumption.
Through Mashwire’s 4Sights Intel research, we uncovered these barriers and launched the “Heartier Taste of Better” campaign. By introducing a Wholemeal Bread Taste Meter and a 21-day habit-forming challenge, supported by educational content and KOL advocacy, Sunshine successfully reshaped perceptions. What was once seen as a traditional product became a fresh talking point on social media, achieving over 85% KOL participation and strong engagement despite a lean budget. Localisation driven by behavioural insight kept the brand culturally relevant and dynamic.
🔎 Takeaway: Localising your approach based on behavioural insight helps avoid brand fatigue and keeps your messaging culturally relevant. Check out how we did it for Sunshine Bakeries.
2. Behavioural Shifts Signal Market Opportunities (or Threats)
Behavioural shifts don’t just influence messaging — they often reveal entirely new market opportunities or warn of emerging threats. Consumer preferences constantly evolve alongside societal trends, technological changes, and economic shifts. Brands that monitor these behavioural patterns can pivot faster, securing an early mover advantage.
Strepsils, for instance, recognised that voice care needs differ greatly across professions such as teachers, singers, and call centre agents, according to research powered by Mashwire’s 4Sights Intel. By segmenting audiences behaviourally and tailoring messaging to each group’s specific needs, Strepsils deepened relevance and loyalty among diverse consumer segments. Even for an already well-known brand, evolving how you speak to consumers can make the difference between remaining a category leader or becoming irrelevant.
🔎 Takeaway: Consumer behaviour gives MNCs early indicators for innovation, helping future-proof even the most established brands like Strepsils.
3. The Loyalty Gap: Behavioural Data Bridges Awareness and Advocacy
Recognition alone doesn’t guarantee loyalty. Many MNCs enjoy high brand awareness but struggle to convert that into sustained advocacy. Behavioural data plays a crucial role in understanding how and why consumers make repeat purchases — or why they don’t. For American Standard, our research uncovered that key decision-makers like interior designers valued more than just technical product specifications; they looked for emotional connections through product stories and functional benefits that matched their project visions.
By aligning brand messaging with these insights by Mashwire’s 4Sights Intel, American Standard not only deepened affinity among designers but also strengthened long-term loyalty. Tapping into behavioural motivations allowed the brand to bridge the critical gap between initial awareness and genuine advocacy.
🔎 Takeaway: Understanding behaviour helps MNCs such as American Standard identify advocacy drivers, not just short-term conversions.
Final Word: Why Behaviour is the New Business Intelligence
In an era where consumer choices are complex and constantly evolving, MNCs need more than brand equity — they need behavioural equity. Consumer behaviour isn’t just a research metric; it’s a business intelligence tool that powers smarter strategy, innovation, and growth across global markets.
At Mashwire, we help MNCs tap into real consumer behaviour through our 4Sights Intel framework — turning insights into brand advantage.
Call to Action
Looking to sharpen your brand’s competitive edge with behavioural insights? Contact Mashwire today to discover how Mashwire’s 4Sights Intel can help your MNC stay relevant, responsive, and ahead of the curve.
Contact us today for a consultation, or visit Mashwire’s 4Sights Intel to learn more.
