Indian consumers favour brands that help protect the environment

Edelman goodpurpose 2012 indicates that consumers prefer environment friendly products even if they cost more

BestMediaInfo Brueau | Delhi | May 18, 2012

The Indian consumer has become an environmentally conscious one and would rather have a brand that supports the livelihood of local producers than a designer brand or live in a house that was environment friendly, if cost was not an issue.

As revealed by the Edelman goodpurpose Study 2012, consumers in the second fastest growing economy in the country believe it is important for business in general to be addressing societal issues. More than half the Indian population is aware of brands or companies that place as much or more importance on supporting a good cause as they place on making profits, compared to only 31% globally. Almost 63% of the consumers surveyed admitted that they purchase brands that are socially conscious on monthly basis. This points to the fact that more and more Indian consumers are supporting brands that actively promote a societal issue. They not only want to buy or recommend the products of these brands but are even willing to share their experiences and pay a premium for the brand or work for them.

Given the activism in the country lately around transparency and openness, it is no surprise that 90% of the survey population advocated that it is important for companies to spread awareness of their efforts to address societal issues. Infact, a large part of the population is using digital tools to communicate about social issues.

When compared to the rest of the world, a smaller section of Indian consumers feel that the most credible spokesperson for addressing social issues is the Government. Rather when compared globally, more of the Indian consumers feel that the most credible spokespersons are people like themselves or the NGOs. Infact the percentage of Indian consumers personally involved with social causes has significantly increased from 61% in 2008 to 78% in 2012, whereas the global total still remains 60%.

In the midst of growing environmental concerns in the country and the absence of proper healthcare systems, Indian consumers are finding themselves most inclined to support these causes. Education, access to quality drinking water and promotion of human and civil rights are others that strike a chord most with the Indian consumers.

While Indian consumers have admitted to being as affected by the economic turndown as the global population, not many of them admitted to reducing shopping or even reducing electricity usage at home.

What is commendable is that 65% of the consumers would rather have a hybrid car rather than a luxury car, which is 20 points up from 2009. Many of them are slowly getting drawn to purchase products that support the livelihood of local producers, rather than designer brands.

The fact that Indian consumers expect more from brands today than just a product offering is a clear indication of the survey. They have more trust in a brand that is ethically and socially responsible and would switch brands if a different brand of similar quality supported a good cause. They want brands that make it easier for them to make a positive difference to the world.

Info@BestMediaInfo.com

Info@BestMediaInfo.com