Commitment to sustainability adds value to a brand : BBC News study

Findings from BBC Global News survey looking at automotive, technology, and finance industries.

Mumbai: Demonstrating a commitment to sustainability adds value to a brand, according to two waves of surveys conducted by BBC Global News to understand how consumers in APAC and across the globe feel about sustainability.

The survey focused on three industries – automotive, technology, and finance.

It found that 81 per cent of respondents thought that demonstrating a commitment to sustainability adds value to a brand. 79 per cent surveyed agreed that sustainable practices and commitments are an important consideration when making purchase decisions. 68 per cent were happy to pay for more brands with strong sustainability and eco-friendly practices. 57 per cent said they would stop buying a product they were previously loyal to, if they discovered it was not committed to sustainability.

For the 27 brands surveyed across the three industries, on average, half of all the consumers said they are not aware of the brand’s sustainability practices. Finance brands ranked the highest with 63 per cent of consumers being unaware of their sustainability practices.

Consumers believe that it is important for all brands’ sustainability practices to involve research and education, according to the survey. 83 per cent of consumers believe that brands should invest in education about the importance of sustainability and 79 per cent agree that brands should be financing research for sustainable practices.

The research showed that, for consumers across the region, brand trust is seen as the most important brand association, indexing particularly high in the automotive and technology sectors at 87 and 83 per cent, respectively, with finance scoring at 63 per cent.

66 per cent of respondents said that interviews with an international news partner are the most influential way for consumers to learn about a brand’s CSR, followed by branded content within a premium environment at 39 per cent.

“These results demonstrate the importance that consumers place on a brand’s sustainability credentials and show that they are willing to use their wallets to make their feelings known," said BBC Global News’ senior vice president, commercial development, Alistair McEwan. "For brands to retain loyalty from their customers, they need to be absolutely clear about their commitment to taking action.  Those that fail to do so open themselves to criticism, so it is vital that brands shape their narrative and communicate their message in a transparent and authentic way and working with trusted storytellers like the BBC will enable that."

Latest Reads
Zeel-Invesco tussle: Bombay HC directs Zeel to call for EGM

Mumbai: The Bombay high court asked Zee Entertainment Enterprises Ltd (Zeel) to call for the extraordinary general meeting (EGM) requisitioned by Invesco Developing Markets Fund on Thursday. Zeel must inform the court of the EGM date by Friday morning.

Television TV Channels GECs
July-Sept TV ad volumes show highest spurt in 2021: Barc

Mumbai: Ad volumes on television continue to post healthy growth, with the July-September quarter registering 461 million seconds of advertising – which is the highest this year, as per Broadcast Audience Research Council (Barc) India’s July-September 2021 Ad Volumes - Special Festival Edition...

Television TV Channels Viewership
IN10 Media’s Gubbare supports child education with Smile Foundation

With the education of children impacted by the pandemic, IN10 Media Network’s kids channel Gubbare has joined hands with leading non-government organisation Smile Foundation to support its Shiksha Na Ruke campaign.

Television TV Channels News Broadcasting
Media tome throws light on the biz growth pre and post pandemic

The Indian media business is estimated to be a $19 billion industry in 2021, according to veteran business journalist Vanita Kohli-Khandekar. On 20 October, Khandekar inaugurated the fifth edition of her book ‘The Indian Media Business: Pandemic and After’ published by Sage Publications India at a...

Television TV Channels News Broadcasting
Aaj Tak Bangla's Durga Puja coverage goes beyond food and pandal hopping

Durga Puja is the time of the year that puts Bengal on the global itinerary of culture and festivities. For Bengal, Durga Puja is not just a festival but also a celebration of art, history, heritage, and homecoming.

Television TV Channels Regional
NTO 2.0: Times Network publishes new RIO

Mumbai: Times Network has published its reference interconnection offer (RIO) issued under telecommunications (broadcasting and cable) services interconnection (addressable systems) regulations, 2017 for all distribution platforms. The new RIO will be effective from 1 December onwards.  The tariffs...

Television TV Channels News Broadcasting
Red FM launches ‘Totka Chalao, India Ko Jeetao’ campaign for World Cup

Mumbai: Radio and entertainment network 93.5 Red FM has kick-started its World Cup campaign called ‘Totka Chalao, India Ko Jeetao.’ The campaign will be rolled out in 40 key markets across the country. Capturing the passion and craze of fans, Red FM will celebrate the ‘totkas’ and will have RJ’s...

Television TV Channels Music and Youth
AR Rahman returns as BAFTA Breakthrough India ambassador

Mumbai: The British Academy of Film and Television Arts (BAFTA) has announced AR Rahman as the Breakthrough India ambassador for another year as they invite a new round of applications in India for the programme. Supported by Netflix, this programme will be open for prospective talent across the...

Television TV Channels News Broadcasting
TV9 Network appoints Anshuman Tiwari as editor, Money9

Mumbai: TV9 Network has strengthened the leadership of TV9 Digital and appointed Anshuman Tiwari as editor of Money9. Veteran journalist Rakesh Khar will assume a larger role as business and economy editor of the network. Tiwari is a recipient of the Ramnath Goenka Award, the WAN-INFRA...

Television TV Channels People

Sign up for our Newsletter

subscribe for latest stories

* indicates required