Consumers want brands to be responsible and transparent: report

Red Lab has released the 4th report in its Google Trends 2021 series. The report states, “In 2021, the pandemic has further exposed the dangerous consequences of misinformation, prompting governments across the region to enact ‘fake news’ laws. .

With online misinformation and data breaches on the rise, consumers are more skeptical than ever, according to the report. “Cautious of being misled and more savvy about their choices, they are also more proactive in finding trusted sources, using research to verify claims, examine brand values ​​and ensure the authenticity of brands with which they choose to engage.”

The report further states that 80% of Indian respondents said that finding a reliable source of information is now more important, compared to before COVID-19.

Here are some other key findings:

  • Consumers, especially Gen Z, are now more aware of the mix of facts and misinformation that can be found online. People are not only more savvy about what they see on the internet, they are also willing to proactively seek out accurate information on their own terms. The research reflects these growing concerns as consumers seek ways to protect themselves against the growing pervasiveness of fraud and scams.
  • As data breaches hit an all-time high in 2021,24 privacy-related searches have also continued to rise alongside people’s growing concerns about their digital security. 64% of Indians research products before making a purchase to ensure they are getting the right product or service that meets their needs.
  • Today’s consumers don’t just check the list of ingredients on a label, they want brands to be accountable and transparent at every stage of their value chain, including sourcing, production and policies. corporate sustainability.

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