According to the most recent statistics from “Kantar’s Global Issues Barometer,” the world’s largest provider of marketing data and analytics, Kantar, has discovered that the invasion of Ukraine continues to rank as India’s top concern, followed by economic concerns and the rising cost of living. When asked to voluntarily express their worries, 37% of respondents named the war as their top concern right now, followed by 29% who stated economic challenges. Environmental and climate change worries have also risen to the top 3. Except for China, where lockdowns are currently being lifted, Covid-19 is no longer regarded as a critical issue as it is in the rest of the world.
1. The war in Ukraine; Like every other region assessed, the situation in Ukraine is currently India’s top concern. The level of anxiety is far lower than its European counterparts, as expected. Concern and proximity go hand in hand very well. The war was highlighted as a concern by 64% of people worldwide, while only 13% of Indians did (37 percent).
2. The cost-of-living crisis; Second on people’s minds is the cost-of-living dilemma. The most noticeable price rises have been in fuel, food and drink, and household expenses. Indians experience the strain of price increases on white goods more than the rest of the globe. 46 percent of the population believes that their country’s overall economic outlook is currently unfavourable, despite 35 percent of respondents reporting that their household’s financial position is getting worse. People are finding it difficult to pay their living expenses; 32% of households report having trouble doing so each month, and 11% report being unable to fulfil their obligations. Another 71 percent of people think inflation will increase even higher; thus, the issue seems destined to persist.
3. Eco-anxiety; More than half of the population is experiencing eco-anxiety as a result of climate inaction, which is producing extraordinarily high levels of distress. When it comes to the climate catastrophe, two-thirds of people believe that businesses have to address it. However, 84 percent of consumers want to purchase environmentally friendly goods but want firms to focus more on making them affordable.
“Brands that can offer Green Affordable Solutions are likely to be preferred and become mainstream,” Deepender Rana, Executive Managing Director, South Asia, Insights Division, Kantar, noted. Consumers are looking at ways to save money on fuel and energy in their everyday lives as inflation soars. They anticipate that brands will follow suit, become more effective, and raise the bar for moral production. The cost-of-living crisis has, if anything, served as a reminder to people that green goods and services shouldn’t be more expensive. The Global Issues Barometer by Kantar provides insights that might assist brands and companies in navigating these turbulent and rapidly transforming times.
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