Sustainability over salary for Indians amid Covid-19 pandemic: Study

Firms risk losing talent to more environmentally sustainable peers amid changing consumer sentiment

The Covid-19 pandemic has elevated consumer focus on sustainability and willingness to pay out of their own pockets — or even take a pay cut — for a sustainable future, according to a new IBM Institute for Business Value (IBV) survey of over 14,000 consumers in nine countries.
 
Nine out of 10 consumers surveyed reported that Covid-19 has affected their views on environmental sustainability.
 
Covid-19 was the top factor cited in influencing their views — more than others, including widespread wildfires, bushfires, disasters due to weather events and news coverage on the topic.
 
The survey also revealed