Understanding Sustainability Marketing in India

Sustainability marketing, or green and environmental marketing, has been recognised as a strategic and ethical approach to marketing products and services, causing little or no harm to the environment. It focuses on the generation, promotional activities and delivery of services or goods that are environmentally sustainable. These activities have been getting more traction around the world and in India; it has started gaining momentum from the amalgamation of environmental issues and growing awareness among customers.

Why Indian Consumers Are Paying Attention

In the Indian scenario, sustainable marketing is fuelled by increased awareness among the masses about some key environmental issues like air pollution, water deficit, heatwaves and deforestation. The unusual heatwave hitting Delhi, Rajasthan and various other sets of places in the summer of 2024 pushed the climate emergency into the limelight. Such awareness is now being expressed. According to the Deloitte’s Global Millennial Survey, a significant portion of the Asian Gen Z customers, particularly those from India, support businesses that reflect their ethical as well as  environmental concerns.

Indian companies are increasingly understanding that now sustainability is no longer a component of their corporate social responsibility. It needs to be integrated into the fabric of their brand identity and consumer relationships. In a recent survey, approximately 64 percent of the Indian consumers indicated that their concerns regarding climate change have been intensified over the last two years. This shift presents brands with an excellent opportunity to differentiate themselves from their competitors, engage in responsible practices, and foster long-term loyalty from their customers. 

However, the journey is not without challenges. Given that many sustainable practices are expensive, a significant portion of India’s budget-conscious consumers find it very difficult to purchase green products. Moreover, the phenomenon of “greenwashing,” where companies falsely portray their operations as sustainable leads to eroding the consumer’s trust. Additionally, inadequate infrastructure, such as shortage of recycling facilities or electric vehicle charging stations, hampers the effectiveness and accessibility of these sustainability-focused initiatives.

Success Story: Tata Motors

A prime example of a sustainable marketing strategy is Tata Motors. Tata has successfully crafted a narrative around clean mobility by introducing electric vehicles like the Nexon EV. Initiatives like “Evolve to Electric” have long-term environmental consequences in addition to helping products.

Conclusion

Therefore, sustainability marketing in India offers an opportunity to resonate with changing consumer values and serve a greater environmental purpose. For Indian brands, the future is about genuine communication, genuine impact and making green decisions matter for everyone.