Corporate reputation important for 87 pc Indians while making buying decisions: WPP study
‘Green is in’ may sound too clichéd. However, a new study conducted by WPP agencies Cohn & Wolfe, Landor Associates and Penn, Schoen & Berland Associates, as well as independent strategy consulting firm Esty Environmental Partners, identifies some critical global trends regarding consumers’ preference for green products and companies.

‘Green is in’ may sound too clichéd. However, a new study conducted by WPP agencies Cohn & Wolfe, Landor Associates and Penn, Schoen & Berland Associates, as well as independent strategy consulting firm Esty Environmental Partners, identifies some critical global trends regarding consumers’ preference for green products and companies.
The survey, conducted in seven countries – the US, the UK, China, Brazil, India, Germany and France – indicates that while many environmental beliefs and behaviours are shared across different consumer cultures, others vary widely. Generally, consumers in the US, UK, Germany and France tend to align in their attitudes, while consumers in Brazil, India, and China have divergent views, and are particularly inclined to seek green products and to favour companies they consider green.
Consumers from all seven countries believe that green products cost more than comparable non-green products, and also indicate they plan to spend more money on green products in the coming year. China, India and Brazil showed significant support for additional spend: 73 per cent of Chinese consumers say they will spend more, 78 per cent of Indians say they’ll spend more, and 73 per cent of Brazilians plan to increase their green spend. The percentage of respondents who indicate willingness are to spend 30 per cent or more on green ranges from 8 per cent (UK) to 38 per cent (Brazil).
The study finds similar global agreement when consumers are asked about how important it is that companies be ‘green’. At least 77 per cent of consumers in all countries say it’s somewhat or very important; in India and China, the numbers are significantly higher: 87 per cent and 98 per cent, respectively, say that corporate reputation is an important purchase consideration. Consumers from all seven countries also agreed that the most important step a company can take to demonstrate its ‘green-ness’ is to reduce the amount of toxic or other dangerous substances in its products and business processes.
The research also reveals areas in which the countries, or groups of the countries, differ. For example, consumers in three of the seven locations – the UK, France and Brazil – believe that the state of the environment in their country is “on the wrong track”, while those in the US, Germany, China and India consider the environment to be going in the right direction.
“Our study shows that Indian consumers are concerned about the environment and would love to spend more on green products, but don’t know how to because of limited choice, limited distribution and limited labeling. This implies a huge latent opportunity for brands to tap into the power of green and create greater relevance for consumers,” remarked Lulu Raghavan, Country Director India, Landor.
India and Brazil, however, are the only two of the seven countries in which consumers express more concern for the environment than for the economy. In the US, 77 per cent of consumers communicated deeper concern for the economy than the environment, which is unchanged from 2008.
“With the global climate change discussion focused on what the major new economic powerhouses like China, India, and Brazil are willing to do to control their emissions, those three countries stood out in our polling as more interested in buying from environmentally friendly companies and more willing to spend more on green products,” said Scott Siff, executive vice president of PSB. “From a political perspective, this turns the assumptions about those countries on their heads, and from a business perspective it says the market for green branding and green products may be even bigger than generally thought.”
The study finds similar global agreement when consumers are asked about how important it is that companies be ‘green’. At least 77 per cent of consumers in all countries say it’s somewhat or very important; in India and China, the numbers are significantly higher: 87 per cent and 98 per cent, respectively, say that corporate reputation is an important purchase consideration. Consumers from all seven countries also agreed that the most important step a company can take to demonstrate its ‘green-ness’ is to reduce the amount of toxic or other dangerous substances in its products and business processes.
“While reducing toxics heads the list of consumer priorities the data also show that the public holds companies accountable for good environmental behavior across the board,” said Dan Esty, chairman of Esty Environmental Partners. “Consumers expect companies to recycle, use energy efficiently, reduce packaging, and pursue green innovation. So to gain loyalty, a company’s environmental strategy must be comprehensive.”
The research also reveals areas in which the countries, or groups of the countries, differ. For example, consumers in three of the seven locations – the UK, France and Brazil – believe that the state of the environment in their country is “on the wrong track”, while those in the US, Germany, China and India consider the environment to be going in the right direction.
“Our study shows that Indian consumers are concerned about the environment and would love to spend more on green products, but don’t know how to because of limited choice, limited distribution and limited labeling. This implies a huge latent opportunity for brands to tap into the power of green and create greater relevance for consumers,” remarked Lulu Raghavan, Country Director India, Landor.
India and Brazil, however, are the only two of the seven countries in which consumers express more concern for the environment than for the economy. In the US, 77 per cent of consumers communicated deeper concern for the economy than the environment, which is unchanged from 2008.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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