Brands
Consumers don’t want brands to stop advertising despite COVID-19: Kantar study
MUMBAI: Consumers don’t want brands to stop advertising and it must not be exploitative, says Kantar's new study. Majority also believe that coronavirus must not be exploited to promote a brand.
The study seeks to gauge urban India’s sentiments, behaviours and expectations from brands during the COVID-19 pandemic.
As consumer behaviour shifts dramatically and an anxious India waits it out, the new study provides brand owners the answers to burning questions like:
· What are people thinking, their major concerns, fears and expectations
· How the current crisis is impacting purchase behaviour
· Implications for brands and marketing
In the wake of the COVID-19 pandemic, urban India has emerged deeply anxious with a strong need for reassurance and stabilisation. Some highlights of the study are:
Expectations from brands
A “New Normal” is gradually forming. If you don’t build desire, we will learn to live with less, indicates the Kantar study.
· Brands are expected to be a trusted source of accurate information (28 per cent)
· Consumers don’t want brands to stop advertising and it must not be exploitative
· 71 per cent believe coronavirus must not be exploited to promote a brand
· Brands must show how they can be helpful in the new everyday life (79 per cent)
· Inform about their efforts to face the situation (77 per cent)
· Offer a positive perspective (74 per cent)
Urban India sentiments and behaviour
· Despite a significantly lower number of cases and death toll compared to many nations, India has a high score on the concern index at 57 per cent.
· Day-to-day disruption bothers India more 69 per cent when compared to:
o Health concerns at 48 per cent
o Economic recession at 18 per cent
o Financial preparedness of the nation at 47 per cent
· Standing at 54 per cent, India supersedes the global average of 34 per cent when it comes to expecting a speedy recovery
· We are optimistic attitudinally, but behaviours are contrary. Driven by high concerns for scarcity, 51 per cent India is stocking up for worse, mainly essentials.
· Going by the current scenario, shared mobility is likely to take a hit; the numbers are heavily skewed towards a complete stop on usage of public transport (55 per cent), taxis/ride-hailing apps (35 per cent), domestic air travel (58 per cent), domestic railway travel (57 per cent) as opposed to private vehicles (17 per cent).
Kantar’s COVID-19 Barometer India study was conducted among 1100+ sample across 19 cities and 15 states. The respondents are men and women above 18 years and belong to NCCS A and B. The data collection was done through 19 – 22 March.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
