Looking at Sustainability through
the Customer’s Lens

With eco-friendly products swiftly entering the Indian market, green marketing and green washing are on an alarming rise as well.

Sustainability communication becomes more important than ever at such a time. A couple of businesses persuade consumers by guilt-tripping them into buying their products. Most often, conscious consumers, regardless of their socioeconomic status, are forced to consider labels such as ‘vegan’, ‘eco-friendly’ , ‘organic’, ‘cruelty-free’ or ‘green’ while purchasing products.

Could green businesses use positive and healthier narratives when selling eco-friendly products?

Read this opinion piece by Manasa Sai Sekar to know more about this: