How India's Youth and Brands Are Shaping the Future of Sustainable Lifestyle

By Amrit Rath, Lead, Project Management & Manager, Strategic Research at Sustain Labs Paris

There is a transformative shift in the way sustainability is perceived and practised in India, driven by the youth and the emerging brands. The youth aged between 10 and 24 years constitute a significant chunk of the population - 380 million in number and 26% of the population - and are not only aware of the environmental and climate issues but also play a pivotal role in the ideological shift towards a sustainable lifestyle.

India’s Gen Z and millennials’ commitment towards sustainability is reshaping consumption patterns across the country. A global survey this year found that 85% of Gen Z and 90% of millennials are willing to pay a premium for eco-friendly alternatives. This demonstrates a clear movement away from the traditional price-driven choices to choices based on environmental impact. The Government of India’s Mission LiFE (Lifestyle for Environment), a mass movement which was launched during COP26 in 2021 to nudge individual and community action to protect and preserve the environment, also follows these youth-led shifts by promoting lifestyle changes on an individual level to make the planet a better place to live in.

Indian brands are also realising and acting upon this rising demand for eco-friendly goods and the change in individuals’ habits. The sustainable lifestyle market is worth approximately $200 billion and is expected to grow at a rate of 18 to 20% annually. This reflects the opportunity that the environmentally aware consumers have created. India has seen the emergence of some homegrown, impact-driven startups like vegan footwear produced from recycled tires by Planet Paaduks, bamboo toothbrushes by Bamboo India and many D2C brands promoting alternatives to plastic usage. In the fashion industry, No Nasties and Doodlage produce apparel with organic cotton and upcycled materials. Brands like Bare Necessities focus on plastic-free packaging for their personal care products, while Beco provides biodegradable home products focusing on environmental good along with convenience. These brands are reshaping the face of entrepreneurship in India by giving due weightage to the environment and climate action.

The use of social media by the youth also offers them a platform where they can call for authenticity and hold brands accountable for the products that they are selling. The Indian youth is also aware of greenwashing. It can differentiate between brands that just claim to do environmental good and brands that actually make products that can prevent further damage to the environment and climate. As a result, companies and brands are compelled to substantiate their claims with actual actions. Moreover, influencers on social media also bring to the attention of their audience the real attempts at sustainability while also calling out empty claims. This generates a loop that rewards genuine and responsible brands.

There are challenges to this movement. Price sensitivity continues to dominate many wallets, lack of infrastructure makes green options less accessible, and behaviour takes time to change. But with every mainstream retailer introducing organic or recyclable offerings, and every policy push toward renewables, the trend accelerates. What was once a marginal preference - reusable cloth bags instead of plastic ones - feels now like a requirement for responsible citizenship. However, despite the challenges, this movement towards sustainable alternatives is much more than a fleeting trend - it reflects a cultural change towards balancing economic development with environmental responsibility. India's youth and companies together are building a sustainable world that not only bears ecological rewards but also economic dividends.