One of our studies, currently underway, appears to be suggesting that Pakistani consumers don’t factor in environmental concerns when making buying decisions. Hardly surprising, the Pakistani marketing community has known this for years. The surprise is that this research focused exclusively on affluent Pakistanis.
Unlike the developed world, where eco-credentials of a brand become more important as income rises amongst a target group, in Pakistan even the top earners (93% of them) confess that environmental or ethical footprint of a product don’t play any role whatsoever in rationalizing every day or occasion based purchase.
In an environment like this, does it make sense for Pakistani luxury brands to go green and be ethical? Does it make marketing or financial sense to invest in a facet of your business that your core target market has no regard for?
If you are an ambitious and forward thinking marketer…absolutely!
Pakistanis might not be ecologically aware right now but with more exposure to global media and culture, combined with the extensive foreign traveling of luxury consumers, they are increasingly acknowledging their impact on the planet and their surroundings.
It’s only a matter of time before this awareness gains critical mass amongst luxury consumers, who almost always tend to be early adapters in Pakistan, and start a chain reaction that will make inroads into mass consciousness.
While that process happens organically, intelligent marketers should lead their brands to greener pastures where swathes of consumers will start walking towards soon enough. Till enough of your consumers get there ‘green’ will raise you above the competition and place you as a leader, and we all know leaders get the first cut of the pie, specially in luxury.
And if you have international ambitions, going green is almost a necessity.
So measure your carbon footprint, evaluate your working environment, replace your process materials with environmentally friendly alternatives, plant more trees around your office, have a recycling strategy, turn down the air-conditioning by 5 degrees and tell the entire world about it; the more you do, the more people you tell, the more money you’ll make, the more your competitors will go green…with envy!