The reality of this century is that we are spoilt for choices. As a consumeristic society, we look for products with high quality, innovation, and a good price point. Increasing consumer awareness and the influence of social media has enabled individuals to factor in the impacts of consumerism on the environment & society and are demanding greater transparency. This has led to the emergence of what may be called ‘the conscious consumer’, an individual who factors in the composition, packaging, processing and end-of-life disposal of the product in addition to the price. Each year, the consumer market for sustainable products is steadily rising. This phenomenon is observed across consumer goods, be it food and beverages, personal care, cosmetics, apparel, home goods, etc.
The demand for sustainable products has been met with existing brands as well as an inflow of new brands/start-up companies entering the market. Companies are bringing about product innovation and are constantly re-thinking about closing the loop. A new report from the Capgemini Research Institute examines the impact sustainability has on consumer purchasing patterns and how well consumer product and retail organizations understand consumer expectations. The report shows that sustainability has risen the customer’s agenda: 79% of consumers are changing their purchase preferences based on social responsibility, inclusiveness, or environmental impact. The COVID-19 pandemic has also added to the shift in consumers’ priorities as they are now more concerned about what they are exposed to.
Some of the early trendsetters were companies like Body Shop, Ben & Jerry, and Patagonia. These pioneers took the responsibility of educating customers on the values that they stood for. For Body Shop, it was about animal rights and a campaign against animal testing and ethical trading. Patagonia takes pride in being in the business of solving global problems such as the climate crisis. Serious about climate neutral goals, they measure their environmental performance for every product sold. While there are some other brands who are demonstrating a commitment to the planet and people such as Unilever, Marks & Spencer, and now L’oreal, we have another set of enterprises committed to sustainability and are creating a niche for themselves.
Bangalore based Bare Necessities, which specializes in fresh, hand-made, zero-waste personal care, home care, and lifestyle products, is using a people-centric and earth-centric approach. The brand that has made great strides in a short period of time also focuses on zero-waste living. The objective of promoting zero-waste living, while measuring and reducing the impact of the products makes for a strong business case for the discerning customers and provides meaning to their own lives.
If this is about Zero Waste, Rimagined has taken it to another level. Rimagined provides an Upcycled alternative to products that every consumer might need as part of everyday consumption. Rimagined’s products include clothing, furnishing, bags, home décor, jewellery, stationery, pet accessories, and more, made from wood, fabric, denim, glass, rubber, and other materials. Rimagined is committed to creating a more sustainable future by offering products that are rescued and repurposed instead of going to landfills.
Unmoda Corporate Wear is India’s first sustainable corporate wear. Launched by a well-known textile and apparel export company NC John, Tiruppur who has been exporting quality products to discerning brands for several years. For companies that are looking to engage their employees for sustainability initiatives, it is a must-have product where the company logo and the labels bring transparency and trust to the forefront. It enhances the brand value of the company if employees are wearing clothing that has clear information about the garment. The garment mentions the number of recycled PET bottles used for making the garment. The company’s manufacturing facilities are powered by renewable energy which helps align with all those who are looking at carbon neutrality targets.
Praanapoorna Collective is a community-driven model dedicated to providing alternative natural and safe solutions to replacing harmful chemicals in everyday living. The products are handcrafted and made using natural, traditional, indigenous, locally sourced ingredients like citrus peels, soap nut, shikakai and pure grade essential oils. Praanapoorna’s products are safe for humans, pets, water, and soil. The company is dedicated to promoting the adoption of a natural and zero-landfill lifestyle by packaging products in repurposed containers after proper disinfection.
Infinite X Circle on the other hand works on post-consumer clothing waste, while Sutrakar, a Jaipur based start-up has started weaving paper into textiles for accessories. Thaely works on an ethically produced sneaker that only uses components recycled from waste materials. ThaelyTex, is a revolutionary new fabric that looks and feels like leather, used for shoe uppers is made out of waste. rPET or Recycled Polyethylene Terephthalate is a fabric made from recycling waste PET Plastic Bottles. While these are product companies, there are others such as Agricrete, that are helping the construction sector move towards carbon neutrality by making use of the paddy straw.
As Climate Change continues to be seen as the most pressing challenge in recent times, consumers are now rewarding businesses and sectors that place sustainability at the top of their agenda. Adoption of new methodology, technology, and innovation has been seen across industries around the globe in the last few years. To meet consumers’ expectations manufacturers, retailers and designers will inevitably shift to selling products that factor in environmental impact and social equity into the manufacturing and end-of-life process. The coming years will see a radical interplay between innovation, technology, and circular economy.
Sources:
https://economictimes.indiatimes.com/magazines/panache/majority-indians-purchasing-based-on-social-responsibility-inclusiveness-and-environmental-impact/articleshow/77299600.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
https://barenecessities.in/collections/personal-care
https://rimagined.com/
https://praanapoorna.com/
https://infinitex.in/?v=e5477cbee260
https://www.patagonia.com/home/
https://www.ibef.org/download/Startups-Helping_India-Go-Green.pdf
https://thaely.com/
https://www.dnaindia.com/lifestyle/report-hriday-arora-defines-the-consumerism-in-today-s-world-2927948
https://sutrakaar.in/about-sutrakaar/
https://www.unmodacorporatewear.com/
https://www.turngreennow.com/