These days, you’ll hear a lot of young people in India talking about sustainability. It’s in their social media posts, in college discussions, even in the kind of things they choose to buy. But that raises a simple question—are they talking about it because they really care, or is it just the “cool” thing to do now? Is it real, or is it just another FOMO trend?
Honestly, even if some people are jumping on the bandwagon, it doesn’t change the fact that things are getting serious. Just take Delhi as an example—there were days when the air quality index hit 1000. That’s not just bad; it’s dangerous. Breathing clean air has literally become a luxury. On top of that, the weather is becoming more unpredictable every year—heat waves in spring, random floods, water shortages. Climate change isn’t some far-off problem anymore. It’s happening right in front of us.
What’s striking, though, is how young people—who honestly didn’t even create this mess—are the ones speaking up the loudest. They’re the ones switching to reusable products, calling out greenwashing, voting with their wallets, and choosing brands that care. They’ve taken ownership of a problem they didn’t cause. That’s powerful.
Now, let’s talk about brands. Why should brands care about sustainability? The easy answer is: because their audience does. And that’s true. But there’s more to it.
Brands should care because people care more about who they’re buying from—not just what they’re buying. A good product isn’t enough anymore. People want to feel good about where their money is going. They want to believe that the brands they support are doing their bit for the planet. Especially when they themselves are trying to live more responsibly.
Think about it this way: If a brand were a person, would you trust someone who never gives back, or someone who genuinely tries to make the world a little better? You’d naturally feel closer to the one who shows they care. That’s how today’s customer thinks. If a brand is honest, takes small but real steps to be more eco-friendly, and talks about it openly—they earn trust. And trust builds loyalty.
This doesn’t mean every brand has to become some kind of environmental hero overnight. That’s not realistic. But it does mean doing something real—whether it’s using less plastic, offering refills, being transparent about how products are made, or simply encouraging customers to shop more mindfully. Even small steps matter if they’re consistent and honest.
When a brand does that, it goes beyond just selling stuff. It becomes part of someone’s life. Customers begin to feel like, “Hey, this brand gets me. We’re on the same team.” That feeling is what keeps them coming back.
And here’s the thing—young people can tell when a brand is faking it. They know when it’s just for show, and they’ll call it out. So if a brand wants to talk about sustainability, it better mean it.
At the end of the day, people don’t expect perfection. But they do expect progress. They want to see effort. They want to see care.
So yes, the youth of India are talking a lot about sustainability—and they mean it. It’s not just talk. They’re changing how they live, how they shop, and what they stand for. And if brands want to stay relevant, they need to listen.
Not because it’s trendy. But because it’s the right thing to do. And because the people they’re trying to reach—the people who matter most—are already doing it.
