Inaugural
‘Alternativism’ report by Mahindra reveals awareness levels still not driving
lifestyle changes
·71
percent of respondents believe eco-friendly
alternatives are either too expensive, not at par with regular products or simply
do not exist
86
percentof respondents believe they would be able to address climate change
more actively if companiesoffered
alternative products and solutions
Nearly all Chennaiites (97 percent)
describe themselves as ‘aware’ of the issue of climate change – compared to an
average of 80 percent across India; however, only 17 percentof them actually choose the most environment-friendly
option when making daily decisions, compared with27 percent, nationally.
This disparity between the levels
of environmental awareness and dailybehaviour was revealed through research
commissioned by the Mahindra Group. The principal explanation for this contradiction
is the absence of environment-friendly products that are priced affordably and
offer the same level of performance and quality as existing products.
The Mahindra Group’s inaugural ‘Alternativism’[1]
report reveals that 90 percentof Chennai-based
respondents claim to be ‘concerned’ about the risks that single use plastics
pose to the environment (compared to 75
percent nationally). In addition, 69 percent of Chennaiites claim to be ‘aware and
informed’ about the environmental issue of water conservation (70 percent nationally), while 3 out of 4 are ‘concerned’ about water
shortages in the near future that countries, including India, are almost
certain to face (68 percent nationally).
However, when it comes to
transforming this concern into behavioural change,26 percent of Chennaiites consider the environmental effect asa
priority when choosing their mode of transport (13 percent nationally),with the
vast majority (74%) citing comfort&convenience,
time and cost as more important criteria (87 percent nationally).
The research went on to highlight
the cause for this disparity between environmental awareness and action. 86 percent of Chennaiites believe that
it is the absence of affordable,
eco-friendly alternatives, that prevents them from being more environmentally
considerate in their daily lives (88 percent nationally).According to the
research, today, only 17 percent of
Chennaiites are actually able to find alternative products minimizing their use
of plastic (27 percent nationally).
Chennaiites’ expectations from
the business community are very clear from the findings:86 percent (89
percent nationally) believe they would be able to address climate change
more actively if companies offered alternative products and solutions.73 percent of locals, for instance,
would like their employers to act on water conservation by using aerators,
doing rainwater harnessing, and recycling waste water, among other initiatives
(68 percent nationally).
“As the research confirms,
today’s generation of Indians are more environmentally conscious than at any
time in our long history. The awareness and involvement levels among
Chennaiites is significantly higher in comparison to national figures. However,
to transform this awareness into action, consumers need viable, environment-friendly
alternatives.The study also reveals that the business community will be
increasingly accountable, not merely for the products it develops, but also the
manner in which it behaves. The message is unequivocal; it is for business to
take up the environmental baton,” saidAnirban
Ghosh, Chief Sustainability Officer. Mahindra Group.
The research went on to reveal
that 44 percent of Chennai
respondents would be interested in making changes in their lifestyle to address
the conservation of energy if options were available and affordable (37 percent
nationally).
The lack of
alternatives is, in part, exacerbated by conventionalthinking being applied to solutions
that address climate change. True sustainability will only be achieved through unconventional,
alternative thinking with respect to business models, production, materials,
infrastructure, commercial propositions, valuations, etc. This process is not
linear, there are no guarantees; and true ‘Alternativism’
is a state-of-mind, a readiness to experiment and speculate, a commitment to
think differently and an opportunity to innovate.
The Mahindra Group
is keen to promote greener options in view of the challengesposed by climate
change.The Group has, for the
past decade, worked toward offering greener products across its businesses,including
mobility solutions, energy solutions, green buildings, micro irrigation and other
technology solutions.
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