From products to purpose: How brands can influence greener choices

Every day, millions of us make choices: what to buy, how to consume, who to support. You know that feeling of having overwhelming choices. Often, these choices are made out of habit, convenience, or habitually influenced by brands we trust.

But what if brands did more than just sell products? What if they became the catalysts for a genuine cultural shift toward sustainability—bringing about a real, long-lasting change in consumer behaviour?

The current trends also point to a need for brands to do so. A shift in consumer mindset has begun to happen, already.

According to a 2024 report by Bain & Company, 64% of Indian consumers state that their concerns about climate change have intensified over the past two years, primarily due to the rising frequency of extreme weather events. The trend is particularly strong among young consumers, who are increasingly becoming more environment-conscious than their previous generations.

Sustainability is not a passing trend; it’s a necessity. The planet’s clock is ticking, and consumer habits must evolve if we want to leave a healthier world for future generations. Let’s explore seven ways brands can make that happen—not through guilt, but by creating a new cultural norm.

Make ethical and sustainable living easier, not harder

People want to do the right thing. But sometimes the barrier is not morality, it is convenience.

Studies show that 73% of consumers say they would switch brands if it was easier for them to choose more sustainable options.

Yet, often, greener choices come with more effort—complicated recycling, confusing labels. We are all lazy, no one likes to put in more effort without pay.

Brands can flip this by integrating sustainability into seamless experiences. Whether that means offering refillable packaging, clearer labelling, or making eco-friendly options the default.

Sometimes simply by changing the shape and size of their packaging. When greener choices are as effortless as their less ethical alternatives, they could become habitual, as per ’The Credibility of Sustainability Claims’ by IBM Institute for Business Value.

Tell authentic, transparent stories that resonate

People connect with stories, not products. When a brand’s purpose resonates emotionally, consumers are more likely to align with its values.

Consider Fabindia, for instance. It has built its brand around promoting traditional Indian crafts and sustainable practices. Its story is not only about selling clothes but also about preserving Indian artisanship and promoting rural livelihoods.

This authenticity creates a sense of pride and belonging among consumers who want to support sustainability without sacrificing style. A Nielsen report shows that 66% of consumers are willing to spend more on a product if it comes from a sustainable brand.

The emotional connection, built through storytelling, makes it easier for consumers to justify that extra cost. The takeaway? Share your journey, your struggles, your victories. Authenticity builds trust, and trust fuels habit.

Build a community around shared values

People thrive on connection. When brands create communities that celebrate sustainability, consumers aren’t just buying a product, they are joining a movement.

Lush Cosmetics, for example, actively involves customers in activism, from supporting environmental campaigns to encouraging plastic-free living.

These communities foster a sense of identity around shared values, which makes sustainable choices a part of who they are. When consumers see they’re part of something bigger, sustainable habits stick.

Urban Clap (now Urban Company) has promoted eco-friendly practices among service providers by training them on sustainable methods. When consumers see their service providers adopting greener habits, it normalises their behaviour too.

In India, community-driven initiatives like The Save Water Campaigns or Swachh Bharat Mission have created collective momentum around cleanliness and sustainability. Brands that align with these initiatives can tap into the power of social proof.

A 2020 survey indicated that 78% of consumers are more likely to choose brands recommended by friends or family. Building that social proof accelerates cultural shifts.

Reward sustainable choices with more than just words

Behavioural economics has a simple lesson: people respond to incentives. Brands that incentivise sustainable behaviour can turn habits into rituals. From discounts on eco-friendly products to loyalty points for recycling, incentives reinforce positive habits.

Consider how Starbucks’ reusable cup discount has reduced waste worldwide. Patanjali emphasises natural and herbal ingredients, appealing to health and ecological consciousness. They have also introduced loyalty programmes encouraging consumers to recycle packaging or buy eco-friendly products, and rewarding these actions with discounts. Deposit-return schemes in India for bottles have increased recycling rates dramatically.

Embed sustainability into the brand identity

Sustainability should be woven into the core identity of the brand—not an afterthought. When consumers see it as part of a brand’s DNA, it becomes a habitual expectation.

For instance, Amul has historically embedded sustainability into its operations—using local milk producers, minimising waste, and supporting local economies. Their consistent messaging around farmer empowerment and sustainable dairy practices builds long-term trust and loyalty.

Brands perceived as genuinely committed to social and environmental causes tend to enjoy higher customer loyalty and brand equity.

Brands are powerful voices. Corporations can set cultural norms by publicly committing to sustainability and demonstrating that commitment through their actions.

Just look at Unilever’s Sustainable Living Plan or IKEA’s focus on circular design. When these companies publicly prioritise sustainability, they influence supply chains, competitors, and consumer expectations. They have been able to do this with a worldwide influence.

Dabur India has implemented 100% plastic neutrality—collecting and processing more plastic than it uses. But more importantly, it has built consumer trust by integrating eco-awareness into product lines like Dabur Red and Real Juices, without alienating its wide demographic.

Foster a long-term mindset, not just quick wins

Habits and culture don’t shift overnight. It is tempting for brands to chase short-term PR wins with splashy campaigns. But real change is sustained through consistent, long-term commitment. Unilever’s Sustainable Living Plan spans over a decade, illustrating how persistent effort influences culture and consumer behaviour over time.

Over the years, the landscape of consumer behaviour has shifted. People are not just buying products; they are buying stories, values, and a sense of making a difference.

But how can brands encourage consumers to choose the more ethical, sustainable options—especially when those choices often come at a premium or require effort?

The answer is not just about marketing flashy eco-labels. It’s about creating a cultural and habitual shift—changing how people see themselves, their community, and their planet.

— Rashi Ray, director, Response India.