Brands
Accenture finds 82% consumers prefer companies with shared purpose
MUMBAI: Accenture released its fourteenth annual ‘Accenture Strategy Global Consumer Pulse Research’ report. The ‘From Me to We: The Rise of the Purpose-led Brand’ revealed that 82 per cent Indian consumers prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs, and are ditching those that don’t, according to new research from Accenture. The report has been created after conducting a survey on nearly 30,000 consumers from around the world, including 660 Indian consumers, to gauge their expectations of brands and companies today.
Accenture India geographic unit and country senior managing director Anindya Basu said, “Technology and media have empowered consumers to take a stand on their opinions and beliefs, and this has had a profound impact on how they evaluate their brand associations. Price, product quality and customer experience continue to be important considerations but a brand’s purpose beyond profit has emerged as a clear differentiator.”
Basu added, “This shift in expectations from ‘give me what I want’ to ‘support the ideals we believe in’ provides brands the opportunity to create stronger and more resilient customer relationships which generate more sales and greater customer lifetime value.”
Other pointers highlighted by the report include that 81 per cent of Indian consumers want companies to take a stand on the social, cultural, environmental and political issues close to their hearts while 84 per cent say their purchasing decisions are influenced by the words, values and actions of a company’s leaders. Consumers are attracted to organisations that are committed to using good quality ingredients (84 per cent), treat employees well (70 per cent), and believe in reducing plastics and improving the environment (74 per cent).
Furthermore, 84 per cent crave greater transparency in how companies source their products, ensure safe working conditions and their stance on important issues such as animal testing. 84 per cent of consumers believe their individual protest actions, such as boycotting a company or speaking out on social media, can make a difference in how companies behave. Forty-eight percent have been disappointed by how a company acted which betrayed consumers’ belief in what the company stands for, and 59 per cent have stopped doing business with the company as a result.
Accenture Strategy managing director, customer insight and growth strategy Vineet R Ahuja said, “Understanding how to instill a sense of ‘brand belonging’ through a clear and relevant purpose is quickly becoming a prerequisite to stay relevant in today’s hyper-competitive world. To usher in the next era of engagement, companies need to focus on creating a community of loyal, engaged and valuable brand proponents. Involving customers, employees and the larger ecosystem of stakeholders to identify and shape shared values will be key.”
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
