A sustainable lifestyle is the new normal for environmentally conscious Indians

 Indians are becoming more conscious of making eco-friendly lifestyle choices enabling a positive impact on the planet. Around 95% 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% of surveyed Indians, one of their goals in 2022 is making more sustainable behavior choices with purchases of clothing, food, tech, and travel.

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

green products

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

Key Insights: –

Consumers demand more action and education on environmental issues from businesses

98% of surveyed Indians wish companies would make it easier for them to reduce their carbon footprint. 97% 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% 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% 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% 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% of Indian parents are talking to their children about environmental issues and 59% impart knowledge about social issues and the pandemic.

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

American Express Trendex – The American Express Trendex is a trend index that tracks how consumers, small businesses, and merchants are feeling about spending, saving, traveling and more. Data is sourced monthly in the United States and bi-annually globally, including in the UK, Australia, Japan, Mexico, India, and Canada.

Survey Methodology: This Morning Consult poll was conducted between March 8-13th, 2022 among a national sample of 1,998 in the US, 1,000 in Japan, Australia, India, the UK, and 999 travelers in Mexico and Canada who have a household income of at least $70K and defined as adults who typically travel by air at least once a year. This study has an overall sample of 7,996 global adults.

Within this audience, the Gen Z/Millennial demographic group is defined as respondents who were born between the following years:1981- 2004. Results from each market’s survey have a margin of error of plus or minus 3 percentage points. 


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