Ipsos India Sustainability Report 2024
Climate change, a pressing global concern, is a transformative force reshaping our environment and daily lives in profound ways. Marketers need to understand how Indian consumers think and behave towards environmental concerns, and how it is impacting their choices.
Ipsos’s Environment Sustainability Segmentation framework classifies consumers into 5 segments - Activists, Pragmatists, Conflicted Contributors, Busy Bystanders, and Disengaged Denialist - based on how they feel and what they do in the context of environment sustainability.
Sustainable marketing is not just a trend; it's a path to connect, engage, and thrive in a conscious marketplace, making brands beacons of positive change in consumers' eyes. ESG initiatives and product innovation need to be tailored to the key segments that emerge for the business, to achieve the maximum impact for the brand.
This survey was conducted using Ipsos IndiaBus, which is a monthly pan-India omnibus survey platform by Ipsos India. Covering 2200+ respondents per month from NCCS A, B, and C households, including adult males/ females across all four zones in the country. The survey was conducted across 16 cities – a mix of Metros, Tier 1, Tier 2, and Tier 3 towns, providing a robust and representative view of urban Indians.
The respondents were surveyed both face-to-face and online. The data was weighted by demographics and city-class population to arrive at the national average.
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