A new global survey by HP reveals a strong inclination among Indian parents towards sustainable consumption, with 84% showing a preference for products from companies with sustainable practices. The study also showed that 98% of Indian parents have deep concerns about climate change, with rising temperatures and cost being the primary worries.
The survey, which included 1,000 respondents from India out of 5,000 globally, found that a majority of Indian parents (80%) are willing to pay more for eco-friendly products. Furthermore, 61% of Indian parents have re-evaluated their employment due to their employer’s commitment to environmental and social issues.
Gurpreet Singh Brar, Vice President, HP India market “We are witnessing a remarkable transformation in the mindset of Indian parents when it comes to climate change. The fact that parents express such deep concern is a powerful testament to the growing awareness and urgency surrounding this global issue. It is truly heartening to observe a significant shift in consumer behavior, with an overwhelming majority of parents actively prioritizing sustainability.”
Willing to invest extra in eco-friendly products from companies they trust
Indian parents exhibit a strong inclination towards sustainability, actively engaging in eco-friendly practices =and expressing a willingness to pay extra for environmentally conscious products. According to the survey, 80% of Indian parents do not mind paying more for items that are environmentally friendly.
Indian parents are actively seeking out businesses with sustainable practices (84%) and prioritizing purchasing sustainably sourced items (85%). This inclination may stem from the environmental challenges and pollution associated with population growth and urbanization.
Navigate climate concerns: Rising temperature and cost take priority
Indian parents place a higher priority on rising temperature and cost as climate change concerns, with mothers (19%) expressing heightened worry over the impact of having children compared to fathers (8%). This prevailing apprehension has significantly influenced the perspectives of both mothers (63%) and fathers (56%), as well as the younger generation. Notably, 66% of Generation Z and 60% of Millennials feel that their concerns around climate change are making them rethink their plans for expanding their households.
Choose Place of Work that have Sustainability initiatives
61% of Indian parents consider companies’ environmental practices as a crucial factor in their career choices, recognizing the importance of aligning their professional lives with their values. 66% of mothers and over half of fathers (58%) in India have reconsidered the company they work for or changed companies due to commitment to sustainability initiatives. This trend reflects a potential growing awareness among parents in India of the critical role that companies play in driving positive change.
The full report can be accessed here.