A majority of Indian consumers say they would shun products made by exploited workers

Indian consumers would switch brands if they learned that their chosen product was made by exploiting workers, according to a new consumer poll conducted by the Walk Free Foundation, a global organisation dedicated to ending modern slavery. 

The YouGov survey, which polled a representative sample in the India, revealed:

• 54% of consumers would stop purchasing a product if they were made aware that its manufacture involved modern slavery; 11% were unsure how they would respond; and 34% of consumers would continue buying the product;
• Over 50% of consumers were willing to pay over 10% more for a product that was made free of modern slavery across food, tea and coffee, clothing and electronics;
• 92% of consumers who identified themselves as buyers of high-end brands were more likely to take action. However, a large proportion of low end (65%) and medium (87%) range buyers would also take action;
• Certification from a government body was the most trusted source of information when it comes to products made without modern slavery;
• A similar proportion of men and women would take action to avoid modern slavery in their purchases through paying more or switching brands.
• The research also reveals that of the consumers who knew how they would act, 61% would stop buying a product if it was made using modern slavery and only 39% thought price was more important;
• Of the consumers who knew how they would act, 61% would stop buying a product if it was made using modern slavery and 39% would continue to buy the product.

In addition to India, surveys were also conducted in the UK, the US and Brazil. The results found that 66 per cent of British and American consumers, and 78 per cent of Brazilians would switch products if they found their brand was made by a company that had modern slavery in its supply chains.

These results demonstrate that consumers will act to avoid buying products tainted by modern slavery and pay more to ensure they are produced without exploiting workers. This is a win-win situation where consumers can feel good about purchasing slavery-free products and companies can find success by addressing slavery in their supply chains.

The research however, also highlights the opportunity to engage the public further in raising awareness of this hidden crime. Without information on which products are made by exploited workers, people can be deceived into thinking that this hidden crime does not exist. It is therefore critical that the public has the information it needs.

''Consumers, through their purchasing decisions, have the power to change how companies act. This research sends a strong message to companies that consumers prefer products that are made in a socially ethical manner.'', says Peter Nicholls, CEO of Global Business Authentication, a new programme designed to provide companies with the tools they need to reduce the prevalence of slavery in their supply chains. ''Businesses could increase their competitiveness by reducing the risk of slavery in their supply chains''. 

Consumer expectations of brands have also increased. ''Supply chain slavery is a solvable problem: the systems, tools and processes are available to companies that will adopt them. We would like Indian companies to address risk factors of modern slavery so they meet their consumers' expectations and take effective action,'' says Fiona David, executive director of policy and research at the Walk Free Foundation and lead author of the Global Slavery Index.

The Global Slavery Index estimates 35.8 million people living in modern slavery worldwide including an estimated 14 million enslaved in India. Each form of modern slavery is a severe and fundamental violation of a person's human right, David adds.