Indian consumers voice rising fear about tech ruining lives: Study

Consumers in India are presenting a dichotomy of sorts when it comes to adoption of technology and artificial intelligence (AI). On one hand, consumers can be seen embracing technology, while on the other, there is a rising anxiety among them. This has been revealed in the latest ‘Global Trends: Understanding Asia’ report released by Ipsos.

The survey shows a sharp, 19 percentage-point rise, from the year 2013 levels, in the number of Indians who feel technological processes are destroying their lives. The figure in Japan too has climbed by 18 percentage points, indicating a similar trend of increase in anxiety levels among the Japanese consumers.

Consumers from other APAC countries also express their fears about AI and digital with respect to privacy and security. Seven in 10 consumers in the Asia Pacific region are concerned about how their information is being collected by companies. The concern was particularly high in the Philippines (86%), Thailand, and Singapore (81% each).

However, people in the Asia Pacific region also show a certain excitement about technological advancements. China, for instance, is the most open to embracing technology, ranking first out of 50 global markets surveyed, when it comes to believing AI will have a positive impact worldwide. Across the Asia Pacific, 68% of the respondents believe AI will have a positive impact on the world, compared to 57% globally.

Gen Z's Nostalgia

The Ipsos report also finds that the young generation in the region is generally nervous about their future. More than half (57%) of Gen Z in Asia Pacific said they would have preferred to grow up during the era when their parents were children. Interestingly, this figure is higher for APAC than for the Gen Zs worldwide (51%).

Brands can capitalise on the nostalgia trend by integrating elements of familiar past traditions with modern innovation. Interestingly, two major brands in India, seem to have endeavoured to strike a chord with the sentiment of nostalgia through their recent campaigns.

Bisleri’s #FlavourOfLove campaign targets the Gen Zs focusing on nostalgia and sustainability. Featuring the actors Ishaan Khatter and Palak Tiwari, it celebrates the yearning for slow-paced romance of the old times. Read more about the campaign in this post: Bisleri’s retro revival targets Gen Z.

Similarly, for its 125th anniversary campaign, Pepsi sought to rekindle the old memories of its successful campaign of the late 1990s, 'Ye dil maange more'. Featuring actor Ranveer Singh, it highlights the aspects of youth, passion, and the rebellious nature of youth, trying to associate these with the brand.

Environmental consciousness

Consumers in Asia Pacific are concerned about the environment. About 84% expressed that world was headed for environmental disaster unless the region changed its habits quickly. This figure is 15% greater than the 2013 level, highlighting the growing concerns in the region.

Nearly 75% of consumers in the region maintain that companies are not paying enough attention to the environment. Indian consumers, along with those from Taiwan, Indonesia, and Thailand, feel distressed by climate change effects and believe it’s too late now to do anything about it.

While placing the blame squarely on corporations, most consumers from the region felt that individuals should not be the ones to make greater changes to their daily lives to minimise climate change impact. Nearly 73% of them said they were already doing all they could to save the environment. This feeling was especially high in Indonesia (91%), Thailand (89%), and the Philippines (87%).

Ipsos APEC CEO, Hamish Munro, said, “The latest report highlights how our consumers think and feel in a world of rapid change and complexity, particularly around technological evolution, societal change, and climate change. The insights reveal a region that is open to transformation, but wants its businesses to step up, guide the change revolution and be leaders.” According to him, this presents an opportunity for brands to be environmental leaders and demonstrate their commitment to climate change efforts.