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What’s the state of India’s environment and its parameters in 2022?

India has made bold promises at the COP26. Cleaner energy, Nett Zero and active investment and transition to renewable energies. But the fact is that, India has been consistently ranking lower and lower in environmental performance indices for 2022.

World Indices: Sustainable Development Goals

The Sustainable Development Goals, often known as the Global Goals, are a set of 17 interconnected global aspirations aimed at providing a “blueprint for a better and more sustainable future for all.” The United Nations General Assembly established the Sustainable Development Goals (SDGs) in 2015, with the goal of achieving them by 2030.

On the 17 Sustainable Development Goals (SDGs) set as part of the 2030 Agenda by 192 United Nations member states in 2015, India has dropped three places to number 120.

India was rated 117th out of 192 countries in 2021.

The total SDG score for India was 66 out of 100. The dip in India’s ranking is mostly due to substantial hurdles in 11 SDGs, including achieving zero hunger, excellent health and wellbeing, gender equality, and sustainable cities and communities.
India ranked poorly in terms of quality education and quality of life on the ground. Ending poverty and attaining food security, establishing gender equality and creating resilient infrastructure, encouraging inclusive and sustainable industrialization, and fostering innovation were all areas where India struggled in 2021. A lot of these struggles were exacerbated by the pandemic, so we’ve to give developing countries like India that much credit.

In the 2022 Environment Performance Index (EPI), an analysis by Yale and Columbia University academics that gives a data-driven evaluation of the situation of sustainability throughout the globe, India came in last out of 180 countries. Climate change, environmental public health, and biodiversity are among the 40 performance metrics used by the EPI to rank 180 nations.

The Way Forward

Developing countries should not have to choose between economic security and sustainability. Policymakers and stakeholders in leading countries have taken initiatives to address climate change, demonstrating that concentrated attention can mobilize communities to conserve natural resources and human well-being. World leaders and developed countries have to aid sustainable development and climate action in developing countries.

According to experts, India has to lower its economy’s carbon intensity immediately, implement large-scale, long-term science-based ecological restoration of all of its different ecosystems that is fully inclusive, and increase the resilience of its socio-ecological systems.
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2023: A year for sustainable digital marketing and advertising

It’s safe to say that sustainability is now an universal theme that neither companies nor agencies can afford to ignore.

Sustainability encompasses not only going green in physical business needs, but also to meet social demands such as equality, inclusion, and well-being.
Customers are delivering a strong message to marketers about sustainability, according to many studies published during the Coronavirus lockdown, and the pandemic has just hardened public perceptions.

In a worldwide survey conducted by Boston Consulting Group in July 2020, 70% of respondents indicated they were more aware today than before COVID-19 that human activity was endangering the climate, and that environmental degradation, in turn, endangered humanity.

What is Sustainable Marketing?

Sustainable marketing focuses on messaging that encourages ecologically friendly or clean commodities, or on efforts taken by corporations to avoid placing profit over the planet.

You’ve witnessed sustainable marketing if you have ever thought of paying more for anything because you know it was produced locally, or it’s 100 percent biodegradable, or it’s made from recycled polymers or similar scrap material.

Why sustainable marketing in 2022?

Competition

Worldwide competition is underway to create new sustainable technology, launch new businesses, and attract private investment. Businesses that seize the advantages of the global green industrial revolution will experience unrivaled development and prosperity for decades to come, and so will the countries the businesses are part of. In 2022 and beyond, many business leaders predict that disclosure of organizational ESG (environmental, social, and governance) efforts will be a top issue for company executives. Further, the need for data and more transparency to allow better management is a key concern of many business analysts.

Public Scrutiny

As public knowledge of environmental concerns grows, so does criticism of so-called “greenwashing” in advertising, in which businesses spend money on commercials that deceive the public about their environmental credentials.

The Advertising Standards Authority in the United Kingdom said in September that it will initiate investigations into environmental claims made by firms in areas such as energy, trash, and transportation, as well as commission research into carbon-neutral and net-zero pledges made in commercials.

India is seeing an identical pattern, with governments attempting to seem more environmentally conscious, and a surge in sustainability thinkers who are out to call out businesses for their greenwashing. In such a case, why wouldn’t you want to market sustainability consciously?

Indian markets lucrative for sustainability
In 2022, we have a “green budget” of sorts. This year’s budget is focused on renewable energy, with the highest budget allocation in the environmental space for the transition to cleaner fuels. Now, this may or may not translate into action, but consumers in India have changed their habits as well.

According to a latest survey by consultancy Bain & Company, at least 60% of Indian customers are prepared to pay a premium for “sustainable products,” and 52% of urban Indians intend to boost spending on environmentally friendly companies in the next three years. However, a lack of comprehension, a high price, challenges with availability, and a lack of long-term choices are presently preventing purchase completion.

With a stronger visibility following COP26, younger audiences are becoming more engaged with environmental issues, and consumers are demanding that representation in advertising be recognised; and digital marketing must deliver.

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Top 3 reasons to include sustainability in your digital marketing strategy

Sustainability is the talk of the town now that conversations on climate action have become very mainstream. From Coca-Cola to IKEA to Starbucks, they’ve all started maintaining clear-cut green positioning. 

Business activities have a significant ecological effect throughout the globe, yet until lately, few corporations considered — much alone acted on — how they were affecting the earth. The need for environmentally responsible enterprises has skyrocketed. 

Stronger sustainability goals will make organizations more resilient and quicker to adapt as they try to reinvent themselves to survive these challenging times.

Today’s customers are actively looking for more environmentally friendly products and/or services, and investors are examining firms’ environmental, social, and governance (ESG) activities before making financial decisions.

In such a sudden and complicated shift, it is important to understand how sustainability will benefit you, speaking from a digital marketing perspective.

Getting a newer target market to know about your business

70% of Millennials are prepared to pay more for businesses that support a cause that is important to them. Businesses, regardless of industry, are thus vying for the attention of the younger generations, who are gaining significant purchasing power. Consumers in this age bracket, on the whole, are major supporters of sustainability and want to support firms that share similar ideals, such as making the world a safer, cleaner place to live.

Including sustainable practices in your marketing approach will help brands capture this lucrative target market and also retain existing ones while increasing brand loyalty and engagement.

Your active green digital marketing will push your brand and win over more people and boost brand recognition.

Finance and Investment benefits

For investment and finance, sustainability has become a critical criterion:

Lenders and investors of small and medium-sized businesses have now started to consider sustainability and eco-friendly positioning when assessing and evaluating risk. Some lenders and investors increasingly see firms that do not have sustainability strategies as a possible ethical and reputational risk rather than a distraction to the bottom line.

Indian banks have several green initiatives promoting eco-friendly and sustainable businesses.

With events such as COP26 and the US investing over 1.7 trillion dollars into climate action, it looks like the state’s fast-tracking sustainability efforts are now very well-supported. India has started to mandate the reporting of sustainable practices. Businesses must then realize the impact of government support for sustainability. Digital marketing your sustainable positioning impacts a lot of these credit lines that could open up for your business. Businesses will financially benefit from governmental benefits, vendor schemes and bank finances, once they start openly clarifying their green approach.

Sustainable development is no longer an option; it is a need.

While switching to a more sustainable marketing strategy boosts demand, long-term financials, brand image, and other company indicators, the most immediate motivation to do so is to enhance the planet at large.

Environmentally friendly enterprises are projected to gain in popularity in the future years. Corporations, small enterprises, and people are all working together to have a positive impact on the environment. Promote your environmentally friendly marketing to environmentally conscious customers, establish an emotional connection with them, and include green initiatives into your brand’s story.

This makes up for a collective conscience building. Your competitors, your vendors, your suppliers, your ex-employees, will all fall into the rhythm of sustainability. Who knows? Your brand might become a trailblazer!