Almost all brand-conscious consumers in Delhi are also
getting ‘social responsibility’ conscious. While the younger generation prefers
to possess products that are environment-friendly, the older ones favour brands
that somehow give back to the society. These are the findings of a weeklong
‘talk to the consumers’ exercise by CauseBecause citizen journalists who met
shoppers across various markets and malls of Delhi.

It is found that other than quality and cost, now the
‘responsible’ factor, too, is becoming an important element that affects a
purchase decision. Hence, the brands that claim that they are
environment-friendly or are ’cause’ conscious, or reserve certain percentage of
their sales for charity or donations, are steadily seeing a rise in sales
figures.

In Connaught Place market, an international apparel brand
lost a customer as its salesperson could not justify that its lines were
manufactured at a facility where they do ‘not’ use child labour.

‘I was surprised when a customer asked me if I knew where
and in what conditions these dresses were made. I said I was not sure as we are
a multi-brand retailer and I did not know where originally these brands are
manufactured. The customer decided not to buy and slammed the brand saying, ‘I
think they put small children on manufacturing job, and I better not promote
the practice’, said Rajesh Agarwal, owner of one of the largest multi-brand
apparel stores in Connaught Place.

‘Although this was the first incidence, I am sure we’ll be
thronged with more such queries in future. Therefore, we are trying to obtain
all the necessary information about brands and we’ll ensure that we stock more
of the socially responsible ones. We’ll also track CSR activities of the
companies so that we know what to say when questioned,’ Agarwal added.

Representing the customers’ point of view, Sudha Chatterjee,
an advertising professional who was seen carrying about seven shopping bags at
a mall in Saket, was asked if any of the products she bought were from a
socially responsible brand. She said, ‘Of late, I keep myself updated on CSR
activities of my favourite brands, and try to buy the ones that are either
environment-friendly or somehow contribute towards bringing about a change. For
instance, I bought this junk jewellery made by women at an NGO, rather than
buying similar stuff from a branded shop. Today, I resisted my temptation to
buy another crocodile leather wallet as I remembered that ‘save endangered species’
ad on TV.’

‘I think, more than anything else, going green or being
socially responsible is a strong statement to make. It is in fashion. I’ll
rather be fashionable this way, than by sporting something unethical,’ said
Chatterjee.

Vijay Kumar Srivastav, vice president at a multinational
outsourcing company, was seen struggling to fit a lot of carry bags in the tiny
boot of his small electric car. When asked if he regretted buying such a small
car as he had to adjust things in such little space, he said, ‘It is easier to
struggle and adjust stuff in the small car than struggling to survive amid
poisonous pollution caused by the gas-guzzling vehicles. Imagine how Delhi
would be if all of us were driving electric or solar-powered vehicles. My buying
an electric car is a very small contribution towards a larger cause.’

Colonel SK Rajpoot (retd) is 78, and has been regularly
buying his daily household stuff from a departmental store in Greater Kailash
market for the last 20 years. Until recently, he never questioned about or
demanded any brand in particular, but things have changed for him. ‘Recently, I
found that a major FMCG marketing company gives away one rupee towards charity
to certain acclaimed NGOs on every product bought. I checked our monthly
purchases and found that certain brands of tea, ketchup, soap, etc., could be
easily replaced with the ones from this ‘concerned’ company. Since I don’t do
charity myself, my purchases are doing it for me every month and this makes me
feel good,’ said Rajpoot.

These are just a bunch of interesting responses that the
talking team got. Several consumers said that they would remain loyal to brands
that are committed to a good purpose, while some said that they would not mind
paying as much as 500 rupees extra for a socially responsible or
environment-friendly alternative.

Therein lies an interesting message for brand marketers from
an expanding middle class that now they have the power to address social
issues at home through purchase decisions, and hence, brands may be much better
off trying to behave in a responsible manner.