For those who grew up in the 90s in India, post-liberalization, the 90s and a better part of the 2000s were dominated by a focus on consumption.
Most economic, political and technological activities revolved around this one word and consumption was the means through which progress was measured. With technology seamlessly entering our lives, the pattern shifted from developed to developing economies like India that was buoyed further by the fact that it was possible to even buy and get things delivered at home! Consumption was suddenly so much easier and quicker!
And while climate change and concerns about the side effects of this trend on the environment were prevalent even then, it was in the thoughts of a select few.
Circa 2020 and the pandemic unfolded as an unprecedented event that left nothing and no one unaffected the world over. This was also a phase that forced people to rethink their priorities – about everything in life, including what they consume and how. Cut to 2022, the year is about to come to a close and as we move into the one ahead, green is emerging as the new black and going green seem to be the only order of the day. In fact, a recent report by Kantar has revealed that Indians are becoming more conscious of the impact of their activities on climate change and other environmental factors.
Such dramatic changes in consumption cannot be sans lifestyle and behavioural changes among the consumers in India. Let me jot down the top few interesting trends as my observations.
I want to know my product
About 79% consumers have changed their buying preferences in the last few years based on their impact on the environment, sustainability, etc., indicates a recent report. Many have even switched to lesser-known brands which they felt were more sustainable than some well-known ones. When a modern-day consumer buys a product, they want to know what are the ingredients – right from the ones in the products to the materials used in manufacturing or packaging them. Never before in the history of consumption has consumers wanted to seek such in-depth level of clarity.
Millennials and Gen Z are the real consumers
Millennials and Gen Zs are leading the way for these conscious choices. The TG today expects brands to be more sustainable and transparent about what goes into manufacturing the products. Apart from making conscious choices around investing only in products, services, and experiences that match sustainability standards, they are keen to evaluate and choose products that resonate with them.
Green is going to be not just about food
The need to go green is not limited to just food choices but also the lifestyles that people lead. The idea is what is good for the planet is also good for the consumer. Therefore, people are looking for products that are chemical-free across categories like cleaning products, soaps, fabrics, furniture, and even traditional building materials. This trend is only going to pick up more in the times to come.
Geography agnostic
The shift to green lifestyles is not limited to the urban areas alone. Due to the proliferation of online commerce as well as brands that can deliver products to the doorsteps of consumers, even people living in the Tier 2 and 3 cities are willing to make a shift in their lifestyle choices. While there was awareness always, the ease of availability and access to online platforms that only stock certified and green products has made the demand for such products location agnostic.
Support from all stakeholders
Going beyond the consumer landscape, the trend of green consumerism is also supported by policy makers and the government with initiatives like ‘Aatmanirbhar Bharat’. This encourages local businesses to produce with locally sourced materials and ingredients and the consumers to buy natural and organic products. On the other hand, there are brands that support only green and clean products on their platform after rigorous authentication through something like a green index. This ensures that consumers buy healthy, green, clean, and sustainable products only.
Such a sustainable approach will help the generations ahead to reap the benefits of a cleaner and greener environment and therefore, enjoy a better living standard. As we navigate through a changing world order, even brands are viewing sustainability from a larger lens by offering consumers green product choices without compromising on the quality or appeal. Over time, going green has become more of a lifestyle practice and a whole generation is undertaking this shift in choices.
The way forward
In our bid to live harmoniously with nature, these small practices of consuming green are what will make a larger impact in the long run. What we use, the habits we cultivate, and the awareness we bring in, in the future generations will determine the future.
It will also set a precedence for new and upcoming brands and the next-generation entrepreneurs trying to solve for the larger problem of environmental changes and climate events. By- Abhijit Bhattacharya, Founder & CBO, OneGreen