Indian parents have shown a strong preference for engaging in sustainability initiatives. According to an HP global survey, Indian parents are willing to invest more in eco-friendly products. The study also offers key insights into parents\u2019 concerns about climate change. This study found that the climate crisis has sparked a paradigm shift in the mindset of Indian parents placing decisions on purchasing behaviour, career choices and long-term family planning.
\u201cWe 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 behaviour, with an overwhelming majority of parents actively prioritising sustainability,\u201d said Gurpreet Singh Brar, Vice President, HP India market.
How was <\/span>this survey conducted<\/span>
HP commissioned global research firm Morning Consult to conduct independent research on this topic. It was conducted between May 18-26 among a sample of 5,007 adults in the US, UK, India, Mexico and Singapore. The company claims that the results from the full survey have a margin of error of plus or minus 3% points.
Why Indian parents are opting for <\/span>eco-friendly<\/span> products<\/span>
As per the study, Indian parents have exhibited a strong inclination towards sustainability. They have been actively engaging in eco-friendly practices and expressing a willingness to pay extra for environmentally conscious products.
The survey claims that 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 prioritising purchasing sustainably sourced items (85%). This inclination may stem from the environmental challenges and pollution associated with population growth and urbanisation, the report concludes.<\/p>\nIndian parents have also reportedly placed a higher priority on rising temperatures and cost as climate change concerns. Mothers (19%) have expressed 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 Gen Z and 60% of millennials feel that their concerns around climate change are making them rethink their plans for expanding their households.
61% of Indian parents consider companies’ environmental practices as a crucial factor in their career choices, recognising the importance of aligning their professional lives with their values. 66% of mothers and more than 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.<\/p>\n<\/div>\n