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- Consumers prefer spending online for both discretionary and non-discretionary spends
Sustainability is the order of the day
53% of consumers overall and 57% in the 18-24 age group have switched to lesser known brands because they were sustainable. More than half of consumers (52%) say that they share an emotional connection with products or organisations that they perceive as sustainable. 64% say that buying sustainable products makes them feel happy about their purchases (this reaches 72% in the 25-35 age group).
Lots to learn
Despite intentions to be sustainable, there is a gap between what consumers think they know, and what they actually know, about sustainability: 78% of consumers are not aware that it takes 1,000 litres of water to produce a chocolate bar and 68% are not aware that an average burger results in more emissions than driving 15 km in a large car. Nearly 68% of consumers who purchased these products were willing to purchase a more sustainable product once they were made aware of the sustainability issues.
PiaHeidenmark Cook, Chief Sustainability Officer at IngkaGroup says, “I think a challenge that many organisations face is change management. A perception many organisations have is that sustainability is more expensive. However, they do not realise that initiatives like waste reduction or energy efficiency will reduce your operational costs. So, I would say the key challenge that stands in the way of sustainability is change management – showing the business case, why it makes sense, and influencing and inspiring people to understand why it makes a difference.”
Key Highlights From India:
- In the light of COVID-19, 84% of Indian consumers prefer to purchase more locally made/produced products rather than imported/non-local products in the next 12 months
- Over 86% of consumers from India state that buying sustainable products from organisations makes them happy
- More than 70% of Indian consumers say their retailer has stopped giving single-use plastic bags
- 71% of Consumer products and retail organisations in India believe they have the strategy, infrastructure, and resources to drive sustainability and circular economy initiatives
- 75% of Indian consumers plan to reduce use of as-a-subscription model in India (items in refillable packaging, etc.)
- 65% of Indian consumers prefer products in disposable packaging due to health and safety concerns
- Nearly 88% of consumers in India were willing to purchase a more sustainable product once they were made aware of the sustainability issues
- 60% of Indian consumers have actually reduced spending from organisations they perceive as non -sustainable
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For An Environmentally-Happy Life
We’ve enjoyed the cleaner air and quieter stress as one of the silver linings during the lockdown. And with the lockdown being relaxed in some cities, it begs the question - Is there an opportunity to make a shift in our environmental habits for good? Tetra Pak India shares a few simple planet positive habits to adopt during the lock-down that you can carry well into the post-lock-down life:
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1 Comment on this Story
Nathan Ron156 days ago
Welcome change in Indian mind set. Buy local green and fruit produce and also overall buy Indian even if quality and price may be a bit expensive. The 20 jawans life lost in Galwan valley cannot be forgotten and all Indians should be nationalistic and patriotic to buy locally, with the ingrained thought to be socially and environmentally responsible to our Nation.JAI HIND.