Consumers blame businesses, governments for climate change, says survey
As the world embraces joyful frugality, the Prosumer Report notes that Indians are ahead of the forefront of the curve
PremiumNew Delhi: More than 80% of consumers surveyed in India blamed brands, businesses, local communities, and government agencies for climate change, while 70% agreed to imposing rules to ensure more sustainable livelihoods.
To live in a more frugal world, 51% respondents in India said fossil fuel companies must be banned from advertising, while 45% said restrictions should also be imposed on big promotional events. Meanwhile, 36% said fast fashion brands must be banned followed by 35% of respondents seeking a pause in consumption of meat.
Close to 30% said they want to see a curb on air travel and 22% on cars, according to findings of the Havas 2023 Prosumer report that polled over 12,929 people across 30 markets including Brazil, China, France, India, the United Kingdom, and the United States.
Havas surveyed what is calls “prosumers", those leading influencers and market drivers. They have been a focus of Havas studies for two decades. Beyond their own economic impact, “prosumers" are important because they influence brand choices and consumption behaviours of others. What “prosumers" are doing today, mainstream consumers will adopt in six to 18 months from now.
“As the world embraces joyful frugality, the Prosumer Report notes that Indians are ahead of the forefront of the curve. From cultural belief to an urgent need to preserve the planet in crisis, Indian prosumers want to witness the influence of their contributions and make frugal choices not for the sake of value, but for the greater good. What’s even more interesting is their willingness to accept government directives, even they are hard ones. Prosumers also view brands and companies as the most responsible and capable of making the greatest impact," Anirban Mozumdar, Chief Strategy Officer, Havas Creative India said.
Those surveyed in India are willing to adopt a frugal lifestyle by saving energy (82%) and reducing consumption (61%) but are not willing to compromise on lifestyle experiences such as consuming meat or traveling on long-haul flights. In India, consumers perceive that solution to climate issues will emerge through new technology (69%) rather than changing their behaviour (31%).
The motivation to adopt a frugal lifestyle is driven by a desire for a healthier way of living (89%) and ecological concerns (70%) more than economic reasons (47%). About 93% Indians agree that they will act towards the environment when they can measure the impact of their actions.
“Faced with escalating inflation, economic inequity, an energy crisis exacerbated by the war in Ukraine, shaken faith in the banking system, and fears of a global recession—all atop the introspection and questioning sparked by the “great pause" of the pandemic—more of us are considering a different approach, starting with changes in how we consume. We want to live with less to have more of a meaningful existence," the report said.
"Exciting news! Mint is now on WhatsApp Channels 🚀 Subscribe today by clicking the link and stay updated with the latest financial insights!" Click here!
