Walk down any supermarket aisle in 2025, and it’s not just the prices or packaging that catch your eye, it’s the quiet signals of intent. Today, sustainability, vegan ingredients, cruelty-free, chemical-free are not just choices, they are mandates in the seller’s playbook. In the modern marketplace it is less about flash, more about values. Even in aviation, Akasa Air is responding to evolving consumer values, recently partnering with Uppercase to launch sustainable, design-forward luggage for its cabin crew, aligning function with environmental responsibility.
We’re living in a time where a brand like Coca-Cola makes a documentary about cleaning up after the Maha Kumbh, where Nandini’s switch to biodegradable packaging becomes a point of pride for everyday consumers, and where social media isn’t just a place to shop, but to call out greenwashing and applaud real change.
Conscious consumerism is no longer a niche—it’s a filter through which more and more Indians are making choices. Whether it’s a Gen Z teenager decoding skincare ingredients on an app, a young parent researching sustainable diapers, or a pet owner scanning the back of a kibble pack for clean nutrition, the questions being asked have changed. Who made this? What’s in it? How does it affect the world?
This growing awareness is pushing brands, legacy institutions and modern disruptors alike, to go beyond token gestures. It’s no longer enough to slap on a recycled symbol or throw in a purpose-driven campaign. Today, it’s about building trust through transparency, aligning products with real impact, and connecting with consumers not just through ads, but through shared values.
Welcome to the era where branding meets belief, and where the strongest brand stories are the ones rooted in responsibility.
Changing Consumer Expectations
With increased awareness and access to information, today’s consumers prioritise ethical practices, eco-friendly options, and genuine commitments to positive change. This evolving mindset reflects a broader societal trend, where consumers hold brands accountable not only for quality but also for their impact on people and the planet. Brands now face the challenge of adapting quickly to these heightened expectations, transforming their offerings and narratives to stay relevant in a conscious market.
“In post-Covid India, consumer priorities have shifted toward conscious consumption, with surveys showing Indians place a higher emphasis on sustainability than the global average. This shift is primarily driven by urban youth (ages 12-22) seeking brands that reflect their values,” states Monaz Todywalla, CEO, PHD India. However, she adds that widespread adoption faces barriers such as price sensitivity, availability, and convenience. “By and large, we are yet to see a majority of the country’s demographic willing to pay a premium for such products. In apparel, some brands lead the shift to sustainable materials, yet achieving large-scale adoption remains a work in progress,” she adds.
“A growing segment of Indian consumers now prioritise socially responsible, inclusive, and eco-friendly brands. For example, Tata Tea, with its ‘Jaago Re’ campaigns, has successfully aligned with social causes, resonating well with conscious consumers. The demand for premium, sustainable products is rising due to higher disposable incomes and urbanisation, particularly in FMCG, luxury, and retail sectors,” explains Amit Rangra, Senior VP and Executive Business Director, VML.
This shift reflects a deeper change in values, driven by digital awareness of issues like environmental damage, labour practices, and fast fashion. Millennials and Gen Z, often choosing smaller brands with genuine sustainability efforts, lead this movement. Rangra goes on to add that, “Cultural values of mindful living and resource conservation are resonating more with younger generations. The growing demand for sustainable products has spurred innovation, with new eco-friendly products and circular economy initiatives such as garment recycling programs by H&M India, becoming more prevalent.”
In October, 2024, a Mumbai-based health-tech platform Skin Beyond Borders (SkinBB) introduced LabelLooker 1.0, an AI-powered ingredient scanning tool that represents a significant leap in skincare technology. “The beauty industry has come a long way from the era of unsubstantiated claims. Our tech platform drew an impressive 65,000 engaged site visitors in its first month. This overwhelming response reflects a clear shift: Indian consumers are hungry for reliable information that cuts through marketing noise,” shares Ajit Marathe, Founder & Chief Innovation Officer, Skin Beyond Borders. “The global beauty industry now prioritises transparency, with brands openly sharing ingredient details and sourcing information. While Indian beauty brands are catching up more slowly, they’re using technology, like chatbots and WhatsApp, to engage consumers. However, many customers still lack the information needed to make informed choices amidst marketing claims. Additionally, the demand for sustainable products is growing but remains limited, as these products often come with higher prices,” he adds.
Interestingly, consumer consciousness now extends beyond human needs, with pet owners prioritising natural, sustainable ingredients in pet food. As pet humanisation grows, so does the demand for better nutrition and transparency in pet products.
“Pet parents today are more health- and sustainability-conscious. They’re reading ingredient labels closely and demanding clearer, more honest communication from brands,” says Satinder Singh, General Manager, Royal Canin. “To meet these expectations, we are developing tailored nutrition solutions that cater to specific pet needs while ensuring transparency in our labelling.”
This shift is influencing product innovation, as brands work to create best-in-class solutions for pets, people, and the planet. “The concept of conscious consumerism is increasingly visible in the pet space,” Singh adds, “driven by a desire among buyers to make informed, values-based choices.”
Brand Response – Innovation & Strategies
From adopting sustainable practices to prioritising transparency and ethical sourcing, brands are stepping up to align with consumer values. New-age brands, in particular, are leveraging technology and data-driven insights to craft products and messages that resonate with today’s socially aware audience. Legacy brands, too, are modernising their approaches, reimagining classic offerings and embedding purpose into their DNA to build trust and loyalty. This shift toward innovative, purpose-driven strategies marks a new era in brand-consumer relationships.
“Both established brands and emerging players are increasingly adopting healthier and more sustainable practices. The rise in health-consciousness, for example, has renewed interest in India’s nutritious ancient grains like millet, bajra, and amaranth. Although progress is evident, adoption of conscious practices remains gradual, influenced by socio-economic and market factors,” highlights Monaz. “The beauty sector shows significant potential for sustainability, with brands like Lush leading with packaging-free products—a win for consumers who value sustainability. In India, quick commerce platforms like Blinkit are excelling in sustainable packaging and exploring more plant-based solutions,” she adds further.
Kellanova India also relaunched one of its most loved brands, Kellogg’s Chocos, as ‘Kellogg’s Multigrain Chocos.’ The brand also introduced ‘12 in One’ Muesli, which lists the 12 key ingredients prominently on the front of the pack. Sharing the need for transparency in operations in today’s time. Speaking on the launch, Prashant Peres, Managing Director, Kellanova South Asia says, “Kellanova, both globally and in India, integrates sustainable energy, packaging, and sourcing into its product development to meet the growing demand for ethical offerings without relying on premium pricing. We also launched CIPET-certified sustainable packaging across three key categories.”
As a legacy brand known for staples like cornflakes, Kellanova India is evolving to align with ethical consumerism, with the introduction of the Muesli range. Peres further explains that, “Since the 1930s, Kellogg’s has prioritised transparency by displaying nutritional information on packaging. Today, as social media allows consumers to closely examine brands, we have made significant strides to enhance our transparency. For instance, with our recently introduced ‘12 in One’ Muesli, we not only highlight its benefits but also clearly list the 12 key ingredients right on the front of the pack, reinforcing our commitment to openness.”
Speaking about the initiatives undertaken by ITC’s ‘Mangaldeep’ to align with changing consumer expectations, Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business (MAB), ITC shares, “We offer a range of ‘Lo-smoke’ incense sticks with three fragrance options. As the name suggests, this range emits 80% less smoke while delivering the same fragrance experience as a regular ‘Mangaldeep’ incense stick.”
“Today’s consumers are looking for more than just beauty products; they want to invest in brands that reflect their values around sustainability and animal welfare,” shares Harmeet Singh, Chief Brand Officer, Quest Retail – The Body Shop, Asia South. She adds, “At The Body Shop, this shift has only reinforced our commitment to vegan and cruelty-free formulations. We are proud to lead this movement as the world’s first global beauty brand to achieve 100% vegan product formulations, certified by The Vegan Society in December 2023. This milestone reaffirms our belief that beauty should never come at the cost of animals or the planet.” Beyond vegan formulations, the brand’s partnership with Plastics for Change has helped build a more ethical supply chain for recycled plastic—benefiting over 2,000 waste collectors, with a focus on supporting women in this informal economy. Since 2019, The Body Shop has recycled over 2,000 metric tonnes of plastic waste, demonstrating how brands can drive meaningful change far beyond the products they sell.
Role of Social Media
Social media has emerged as a powerful tool, redefining consumer expectations and holding brands accountable. Platforms like Instagram, Twitter, and Facebook provide consumers with a direct channel to voice concerns, demand transparency, and align with brands that reflect their values. This evolving dynamic has transformed how brands interact with their audiences.
A famous example highlights this shift: health influencer Revant Himatsingka, known as Foodpharmer, sparked widespread attention by exposing the high sugar content in Bournvita. This revelation led to intense public backlash and ultimately prompted the brand to reduce its sugar levels. Further controversy ensued over Bournvita’s health claims, leading to a directive from the Ministry of Commerce advising that products like these be removed from the ‘health drink’ category on e-commerce platforms. This incident underscored the growing influence of social media in shaping brand actions and guiding regulatory responses.
“Social media has empowered consumers, especially younger ones, to hold brands accountable, as seen in cases like FoodPharmer. This platform amplifies voices, allowing people to publicly critique brands for issues like environmental harm, creating real impact. Over the past decade, the brand-consumer relationship has transformed from one-way messaging to open, two-way communication. Unlike in the ‘80s and ‘90s, brands now face public scrutiny on their communication, quality, and service, making them more responsive. Consequently, brands are increasingly encouraging consumers to speak out and advocate for positive change,” opines Lloyd Mathias, Angel Investor and Business Strategist.
“In today’s information-rich environment, consumers are more informed about social and environmental issues than ever before. Social media platforms amplify this awareness, providing a space for consumers to voice their preferences and hold brands accountable. Movements like #BoycottX have emerged, demonstrating the power of collective consumer action to influence brand reputations and sales. Example: The backlash against H&M in 2018, following the ‘coolest monkey in the jungle’ sweatshirt controversy, highlighted the risks brands face when they fail to consider cultural sensitivities. This incident underscored how digital awareness can significantly impact a brand’s reputation and sales,” shares Kalyan Undinty, Business Head- E-commerce, Mindshare.
Way Forward
The path ahead for brands lies in deepening their commitment to ethical, transparent, and consumer-centric practices. As consumers increasingly demand authenticity and sustainability, brands must evolve their strategies to meet these expectations while remaining agile in a rapidly changing market.
“New-age brands, native to the digital age, naturally embrace two-way communication, adapting more smoothly than legacy brands, which face challenges in this new landscape. The rise of eco-conscious, back-to-nature brands like Mamaearth is pushing larger companies to adapt as well, with these values now becoming mainstream rather than niche,” explains Mathias, adding further that while sectors like fossil fuels may require longer to transition, consumer-facing digital brands are leading the shift. Overall, society is moving in a positive direction, driven largely by young consumers, a trend poised to continue growing.
“The success stories illustrate that embracing conscious consumerism is not merely a trend but a strategic imperative. Brands that authentically integrate these values into their operations will not only enhance their reputation but also create lasting relationships with a growing base of socially aware consumers. As the landscape continues to evolve, brands that lead the way in ethical practices and consumer engagement will be well-positioned for long-term success,” concludes Undinty.
