A Sustainable Lifestyle is the New Normal for Environmentally-Conscious Indians


New Delhi: Ahead of World Environment Day, the Amex Trendex report revealed that Indians are becoming more conscious of making eco-friendly lifestyle choices enabling a positive impact on the planet. Around 95 per cent of surveyed Indians have become more focused on a variety of sustainability topics with recycling, renewable energy, and climate action gaining the most interest, and they made changes in their everyday life to reduce their carbon footprint last year.  For 96 per cent of surveyed Indians, one of their goals in 2022 is making more sustainable behaviour choices with purchases of clothing, food, tech, and travel.

About 90 per cent of the total surveyed Indians are apprising themselves about carbon offsetting and around 91 per cent knew about carbon removal. In addition to this, about 92 per cent of Indian adults have a good understanding of their carbon footprint and 87 per cent of Indian adults are more likely to purchase environment-friendly products now than before the pandemic.

“The findings of our Trendex research clearly show that Indian consumers are becoming more self-aware and are making more informed decisions to conserve the environment, which is especially true for GenZers and Millennials”, said Vibha Bajaj, Vice President, Corporate Affairs, Asia, American Express. She further added, “At American Express India, we have been driving sustainability initiatives along with multiple partners for increasing the green cover, improving the air quality, and raising awareness amongst the community in urban spaces. Through volunteering programmes, our colleagues have also been supporting both country-specific and global green initiatives.”

India is leading the eco-friendly pack vis-à-vis its global counterparts. Surveyed Indians are:

  • More interested in energy efficiency in their home/apartment than ever before (97 per cent).
  • Looking for companies to provide them with options to remove carbon emissions associated with their purchases with 98 per cent stating so.
  • More focused on a variety of sustainability topics this year with air-pollution (96 per cent) and recycling, Renewable energy, and climate action (95 per cent) gaining the most interest.
  • Wanting to make more travel decisions with climate impact in mind (96 per cent).

Key Insights:

Consumers demand more action and education on environmental issues from businesses – 98 per cent of surveyed Indians wish companies would make it easier for them to reduce their carbon footprint. 97 per cent of surveyed Indians would be more loyal to a company/brand that works to address environmental issues and they also wish companies would educate them on ways to reduce their carbon footprint when they shop with them. About 97 per cent of respondents would like to shop more with a company that takes action to reduce the impact of climate change and they are more likely to trust brands who work to address environmental issues. 

GenZers/Millennials becoming more green savvy – 45 per cent of Indian GenZers/Millennials share that having a greater understanding of the environmental benefits would motivate them to purchase sustainable products more in the future. 57 per cent of surveyed GenZ/Millennials are willing to purchase sustainable products this year to help reduce their environmental impact.

Handed down to the future generation – Nowadays, parents are sharing learnings with their children and educating them to be environmentally cautious. 65 per cent of Indian parents are talking to their children about environmental issues and 59 per cent impart knowledge about social issues and the pandemic.

Sustainable travel high on charts – With the highest number majority, 97 per cent of surveyed Indian adults want to travel to learn about new cultures, and 94 per cent want to travel to help protect the areas they want to visit. 96 per cent of Indians polled desire to factor climate change into their travel decisions.