Sustainability Is Integral to India’s Consumer Behavior, Not Just Marketing

Key Insights from Bain & Company’s Global Survey

• Climate Change as Top Concern: Nearly 80% of Indian consumers are “very” or “extremely” concerned about sustainability and climate change, ranking it above politics, finances, and personal well-being.
• Cultural and Circumstantial Drivers: Unlike many regions where sustainable choices stem from deliberate intent, in India sustainability arises naturally from cultural habits and situational realities.
• Unique Sustainability Priorities: Indian consumers focus on practical sustainability dimensions such as health, product quality, and affordability rather than solely on carbon footprint or recycling efforts.
• Contrasts with Global Trends: Indian consumers show less emphasis on carbon footprint awareness and have lower recycling rates compared to other countries but remain deeply concerned about environmental issues.
• Influence of Extreme Weather: Heightened awareness and concern about climate change in India are strongly linked to experiences with extreme weather events, which have increased worries about the environment.

Implications for Brands

Brands aiming to engage India’s rapidly growing sustainability-conscious market must:

• Tailor messaging to highlight tangible benefits like health and cost-effectiveness.
• Recognize sustainability as embedded in Indian consumer lifestyle, not just a marketing add-on.
• Avoid assuming motivations to act sustainably are uniform worldwide to unlock meaningful connections.

This data is based on Bain & Company’s comprehensive survey of nearly 19,000 consumers across 10 countries, including 2,000 from India, providing robust insights into varying consumer sustainability priorities globally and locally. As India’s consumer market integrates sustainability as a natural purchasing criterion, businesses have a prime opportunity to meet this evolving demand with culturally relevant strategies.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.