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Airlines, hotels, big retail outlets – they all have them. But they are extremely stingy on using it. We are not talking about customer service, but something that’s even more subtle. The lack of air-conditioning in the great sizzling-hot Indian summer.
I have been travelling somewhat extensively over the last couple of weeks. And the one common factor that sticks out like a sore thumb is the lack of ample cooling, everywhere you go. At the lobby of a large sea facing five-star hotel, the ambient temperature was as warm as the outside. (I am not exaggerating one bit.)
Malls often reduce air conditioning to control costs. It’s no secret that the scorching hot weather is touching new records. But why wouldn’t large services that are designed to provide comfort to customers, who actually pay a service fee for the same, show scant regard to their needs.
Apart from driving customers away from the outlets, this also plays havoc with health as the number of additional footfalls increases the CO2 levels inside crowded malls. (Am I the only one who gets a terrible migraine from badly ventilated public spaces?) At the risk of digression, the increase in migraines –heat and stress can be a deadly combination – offers a potential opportunity to marketers in the space of prevention.
At the other end, the number of sun strokes across the country have been increasing. Yet there is so little effort to supply low cost, yet effective protection, against the vagaries of the Sun. A low cost electrolyte replenishing drink could be another. For the eco-conscious consumers, products that keep the heat away, yet keep the insides of your home naturally cool, would be a huge value addition.
Godrej, some years ago, had even launched an eco-friendly refrigerator, Mitti Cool. Probably, the time has come to relaunch these with renewed vigour. The climate crisis is not a fight that we can win alone. And as a research study by Ipsos highlighted last week, our callous attitude towards the environment is not helping either. Compared to Earth Day 2022, the volume of conversations on April 22, 2023 saw a 74 per cent decline.
Marketers should spot opportunities that aid responsible consumption without compromising on comfort or efficacy. Shutting down the air-conditioning is not the answer.
(The author is the editor of ETBrandEquity.com. This weekly column offers a sneak peek into the discussions, debates and introspection in our editorial team.)
In the new study conducted by the India team, social data revealed that Earth Day 2023, which took place on April 22nd, barely saw any traction in the Indian market. To uncover the top themes in conversations, the research expert used topic modelling, our AI-powered discovery engine, to scan and categorise thousands of mentions. The results showed lacklustre energy and focused primarily on community initiatives, tree planting, and saving resources.
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