Ek Kutumb conducts deep research into what drives Indian communities’ attitudes and beliefs, to inform efforts at protecting the environment while maximizing economic opportunity. Our insights start by revealing people’s underlying values, worldviews and culture, as this is the best way to explain how and why people think and act the way they do. And then we help decision-makers find routes to environmental protection that also create prosperity and align with these values.
We don’t just study opinions we uncover deep-seated values, and worldviews that define how people relate to the world around them. By starting with what matters most to people, we enable change makers in government, business and civil society to build solutions that inspire and endure.
Ek Kutumb’s approach is nuanced, evidence-driven,and non-judgmental. Instead of focusing on what people should do, we explore what truly motivates or blocks people-what sits beneath their opinions and behaviors when it comes to the environment.
Business and corporates: aligning sustainability strategies with consumer values, preferences and needs.
Local communities, clubs, associations and groups: designing locally relevant programmes that people can embrace and engage with.
Policymakers and NGOs: crafting strategies and campaigns that connect with the public priorities, and cultural realities.
We envision a wise and prosperous country with good quality of life for everyone
We envision an India where sustainability and prosperity go hand in hand – where all Indians enjoy a good quality of life with fulfilling, well-paying work, clean air and water and a healthy environment for future generations.
