KUALA LUMPUR and SINGAPORE : Consumers in Singapore and Malaysia agree that authenticity is the strongest driver of brand trust but differ sharply on who they trust to provide it, according to new Brazen APAC research conducted by global media intelligence company CARMA.

Asked which content feels most credible, 41% of respondents in Singapore chose customer-led content, compared with 20% who selected expert-led content. In Malaysia, the pattern reverses: 41% chose expert-led content, while 28% selected customer-led content.

The findings challenge the way regional campaigns are often developed, with Singapore and Malaysia treated as broadly similar audiences requiring only minor localisation.

“Regional campaigns still treat Singapore and Malaysia as two versions of the same audience. The data says otherwise,” said .

“Consumers in both markets want authenticity, but Singapore looks to other customers for proof, while Malaysia places greater weight on expertise. Brands need to decide whose voice has earned the right to make the claim, market by market.”

Proof beats polish

Across both markets, 46% of respondents said they most trust brands that feel authentic and relatable. Just 14% selected brands that feel aspirational and premium.

Product quality and performance emerged as the strongest influence on purchase decisions, followed by customer reviews and ratings, then personal trial or experience. Consistent quality, trustworthy information and transparency have the greatest influence on longer-term brand opinion.

The same preference for evidence can be seen within each sector.

In beauty, real customer results are the leading source of trust. In luxury, quality leads at 47%, well ahead of prestige and status at 18%. Hospitality consumers place the greatest weight on service quality, followed by personal experience, while health and wellness audiences look first to proven results and medical expertise.

Discovery and credibility are doing different jobs

Social media remains the strongest source of brand discovery, selected by 61% of respondents. Personal experience and word of mouth follow at 32%, with online reviews and ratings at 30%.

Yet when consumers assess credibility, customer-led content ranks first at 35%, followed by expert-led content at 30%. Influencer and brand-led content each account for 12%.

Everyday consumers are also the most trusted voices overall, selected by 61% of respondents, compared with 17% for micro-influencers and 15% for celebrities and well-known personalities.

The findings do not suggest that creators and celebrities have lost their value. Rather, their role is becoming more specific. High-reach voices can generate awareness and discovery, while customers, experts and specialist creators provide the evidence and reassurance that support a purchasing decision.

Tan added: “Influence has not faded. It has matured. Consumers still discover through the biggest channels, but they decide through the most credible ones. The strongest strategies understand the role each voice plays, from creating initial interest to providing the proof that turns attention into action.”

AI is changing how consumers check brand claims

The findings become more significant as consumers increasingly use AI to research companies, products and services.

Separate research from CARMA’s Perception of AI study, conducted among 6,000 respondents across G20 markets, found that 70% had used AI for this purpose.

Consumers are moving beyond traditional keyword searches towards conversational questions, tailored recommendations and comparisons. This means brand reputation is increasingly shaped by the wider body of customer experience, expert opinion and credible information available across multiple sources.

Two markets, two consumer mindsets

Malaysian respondents recorded consistently higher levels of interest across beauty, health and wellness, luxury and hospitality, indicating a more enthusiastic and receptive lifestyle audience.

Singaporean consumers were more measured and selective, placing greater weight on customer proof before developing confidence in a brand.

Across the full study, health and wellness generated the highest level of interest at 91%, followed by beauty at 81%, hospitality at 77% and luxury at 72%.

Lifestyle content is firmly embedded in consumer behaviour across both markets, with around nine in ten respondents consuming content relating to each of the four sectors often or sometimes.

For brands, the distinction is significant. Malaysia offers greater appetite for frequent, locally relevant content supported by credible experts. Singapore requires a more evidence-led communications strategy built around verified reviews, customer experience and clear proof points.

The full Understanding Consumer Trust: Malaysia and Singapore report is available at https://brazen.agency/insights/understanding-consumer-trust-singapore-malaysia

Methodology

The findings are drawn from an online survey of 337 consumers in Singapore and Malaysia, commissioned by Brazen APAC and conducted by global media intelligence company CARMA between 13 and 16 June 2026.

Fieldwork was completed through a self-completion online panel. Respondents were aged between 20 and 39, with an even split between those aged 20 to 29 and 30 to 39.

Monthly income thresholds of S$3,500 and RM3,000 were applied in Singapore and Malaysia respectively. The Singapore questionnaire was conducted in English, while the Malaysian questionnaire was available in English and Malay.

The sample comprised 173 respondents in Singapore and 164 in Malaysia. Category questions were asked of respondents who expressed interest in each sector, providing base sizes of 306 for health and wellness, 273 for beauty, 261 for hospitality and 243 for luxury.

No weighting was applied. The research used a screened, non-probability online panel designed to reflect the income-qualified lifestyle audience in each market. It is not nationally representative of either country.

CARMA and Brazen are both part of News Group International.

The report also references CARMA’s Perception of AI study, conducted among 6,000 respondents across G20 markets.

About Brazen MENA and APAC

Brazen MENA and APAC is a full-service PR, social media and reputation consultancy founded in 2015. The agency advises global and regional brands across lifestyle, luxury and corporate communications, with offices in Dubai, Riyadh, Singapore and Kuala Lumpur.

Brazen was named among PRovoke Media’s 100 Best PR Agencies in the World in 2026 and its 10 Best PR Agencies in the Middle East in 2025. It was also named Large Independent Consultancy of the Year at the PRCA MENA Awards 2025 brazen.agency

About CARMA

CARMA is a global media intelligence company providing real-time monitoring, analysis and insight across earned, owned and social media carma.com