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01 June 2022
Sustainability in India: Make it an emotional call to action
SustainabilityEnvironmental & social issuesIndia
In an aspirational economy like India’s, Kantar’s Paru Minocha and Macneil Chowdhury say consumers need support and information from brands to reduce consumption and choose sustainability.
Why it matters
It is the role of a brand is to give consumers an emotional anchor for sustainability, and only by creating chemistry between happiness and sustainability can consumers believe in the ethos and enjoy the process of making better choices.