The Ipsos India Sustainability Report 2024 on how Indian consumers think and behave towards environmental concerns, and how it is impacting their choices.
In today’s world, the reality of climate change is undeniable—it’s not merely an abstract concept but a tangible force reshaping our environment and daily lives globally. Embracing collective action, fostering strong government public-private collaboration, and demonstrating business leadership are pivotal to achieving net-zero ambitions and forging a nature-positive world.
The role of businesses, especially those with consumer-facing brands, in addressing climate change has evolved significantly. While some have enthusiastically embraced this challenge, others have remained on the sidelines. However, this stance is becoming increasingly untenable. Marketers recognize the importance of understanding how Indian consumers perceive and respond to environmental concerns, as it directly impacts their choices and behaviors.
Contrary to the misconception that consumers are apathetic toward the effects of climate change, the Ipsos India Sustainability Report 2024 reveals a different truth, it highlights that India’s climate is at risk.
For marketers and brands, staying attuned to consumers’ concerns and actions regarding the environment is imperative. The report serves as a valuable resource, offering insights and a starting point for brands embarking on this journey with their consumers.
The survey conducted through Ipsos IndiaBus, a monthly pan-India omnibus survey platform, offers comprehensive insights. Covering a wide demographic spectrum, including NCCS A, B, and C households, across various urban zones in the country, it provides a robust and representative view of urban Indians.
By leveraging both face-to-face and online survey methods and weighting the data by demographics and city-class population, the survey ensures an accurate depiction of national sentiments and attitudes.
Key highlights:
- 92% of Indians are concerned for the environment, while 66% feel it is at risk
- Almost half of the urban population (46%) agree that individuals need to do something about this. And many do follow our cultural habits of re-use and recycle.
- 3 prominent segments emerge in India – Disengaged Denialists, Busy Bystanders, Activists
- Looking in the context of how they feel and what they do in the context of environmental sustainability, Busy Bystanders are the large majority (41%), for whom other pressing issues like financial security often overshadow the urgency to address environmental issues.
- Environment-friendly choices are accessible only to the more affluent in India currently; for the rest there are competing priorities.
- At the bottom are Disengaged Denialists (24%), for whom the environment is not a concern.
- Key brand task – building awareness/ educating and working with consumers as ‘partners’
Commenting on the report, Parijat Chakraborty, India Lead for Public Affairs, Corporate Reputation, ESG and CSR said, “Sustainability is on everyone’s agenda now. As businesses gear up to more consumer-facing sustainable products and their communication, their interest in navigating this confusing space is real. Consumers themselves are confused about what action to take – due to a lack of understanding and a truth-belief gap that exists. On the other hand, the expectations of the citizens are quite high from the businesses and government, and both have to live up to the expectations”.
Amit Adarkar, CEO Ipsos in India elaborated further on the importance of sustainability for businesses right now. “Many of our clients are grappling with understanding how to bring their sustainable products to the consumers and Ipsos is happy to be part of these discussions. Making sense of sustainability along with the macro context in India is important in resolving this confusion, India being a complicated market to begin with. This report shows how India is at the beginning of this journey and the role that brands can play in shaping the narrative. This is a good time for brands to step in, educate and lead consumers on their journey to sustainability, thereby being prominent in the consumer’s minds.”
