In an aspirational economy like India’s, Kantar’s Paru Minocha and Macneil Chowdhury say consumers need support and information from brands to reduce consumption and choose sustainability.

Why it matters

It is the role of a brand is to give consumers an emotional anchor for sustainability, and only by creating chemistry between happiness and sustainability can consumers believe in the ethos and enjoy the process of making better choices.

Takeaways

• To make sustainability part of the ecosystem, break the buy-use-waste cycle and create a habit loop of progressive choices.
• Brands must lead the way – consumers might not choose them for...