Making sustainability an emotional call to action, not duty

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.

This article is part of a Spotlight series on sustainability marketing in India. Read more

“Light slips in through the small sliver between the curtains. You wake up. You’ve decided to take the train and head to a remote beach today with your friends. There...