Being eco-friendly is the most common demand of brands among Indians, according to survey data from target audience company GWI. One-half (49%) of online Indians say they want brands to be eco-friendly, the highest figure across 12 different actions.

Why it matters

The latest consumer data in India also show 66% of consumers believe brands should focus more on supporting people during COVID-19. Brand purpose can now be a competitive differentiator for brands amid the growth in online shopping.

However, brands need to be careful to avoid sounding tone-deaf and should back up their talk with action.

Takeaways...