According to a recent study by the BBC, sustainability is a top priority for today’s car buyers, with 90% of respondents citing fuel economy as a key factor in their purchasing decision.
The research also shows when considering buying a car 80% of respondents feel that an automotive brand that clearly demonstrates a commitment to sustainability adds value to the brand and over 65% of consumers are happy to pay more for brands with strong sustainability and eco-friendly practices. Furthermore today’s consumers have much higher expectations of the sustainability practices of brands in the automotive sector than they do for brands in the technology, banking and finance sectors.
The survey results indicate that more than 65% of BBC.com users are planning to purchase a car within the next six months and 85% are at the idea-generation stage for model and functionality. According to a study published by Nielsen, car shoppers consider more brands – not fewer – the closer they get to making a purchase and so it’s critical for auto brands to speak to these consumers now to get into their consideration set.
The study also found that BBC.com users (89%) are much more aware of and open to purchasing electric vehicles compared to non-BBC users (82%).
The auto research results indicate that branded content on a trusted and reputable news publisher can play a key role in communicating a brand’s sustainability or corporate social responsibility goals with 78% of respondents saying they rely on and trust international news providers for information on sustainability and climate change.
Alistair McEwan, Senior Vice President – Asia & ANZ, BBC Studios says: “This deep dive into consumer sentiment towards sustainability in the automotive sector reveals a number of key learnings for brands across India. Most importantly the consumer preference towards auto brands demonstrating sustainable practices is a great steer for companies as they consider their market strategies and we’re pleased to know that BBC audiences over-index in their openness towards EVs”.
Vishal Bhatnagar, Sales Director – South Asia, BBC Studios says: “This study was undertaken to increase understanding of the Indian consumers’ expectations, deepen our knowledge on the next wave of car buyers, and examine the impact of sustainability in their purchase decisions. The results prominently indicate that people rely on trusted international news publishers to provide information of the environment and sustainability, which is now a key theme in the automotive sector. As for the BBC, climate change has been the top priority and it’s important for us more than ever that our coverage reflects it.”
