Conscious consumerism and the rise of sustainability influence parents’ brand decisions in India

Conscious consumerism is on the rise across the world, especially among the younger generations. The cohort makes conscious buying decisions not just for themselves but also for their families. 

With the sub-brand ‘GoodnessMe’, Godrej has made it easy for young, ‘conscious consumer’ parents to make similar buying decisions for their children. The range includes personal care and hygiene products for 0-2 year olds.

Goodness unlimited

According to a Mintel research, over 80% of Indian consumers say they try to act in a way that is not harmful to the environment. Godrej’s ‘GoodnessMe’ helps young parents achieve just that. The initiative helps parents in choosing healthier, more sustainable options for their kids by keeping transparent labelling and sustainable/ethical ingredients at the heart of its product line.

For consumers, a brand that echoes their values and contributes to their wellbeing by adopting sustainable practices and true labelling, gain brownie points. According to the Mintel Trend ‘Bannedwagon’ more and more consumers are focusing on labels, ingredients and production methods, embracing once-niche ways of living and eating. Busy consumers who want to make conscious buying decisions find labels time-saving and convenient to get the necessary information they desire.

Another consumer behaviour that is on the rise is the willingness to pay a price for superior quality. Mintel research on Indian consumers states that about three-quarters say they tend to buy the premium version of a product. The premiumness,or superior product labelling, assures consumers the authenticity of the product and the brand. 

By catering to a niche or new demographic or to the specific need of the consumer, brands forge a longstanding relationship with consumers. This is in line with the Mintel Trend ‘Extend my Brand’, which states that brands are expanding into new categories and demographics to find new business opportunities, as well as intrigue consumers. Tried and true brands, even though on the higher side of the price chart, have the advantage of trust among consumers. And established brands have begun to leverage that trust in new ways; namely, by extending into new categories.

Brands around the world are adopting this route. For instance, Kendamil has launched the UK’s first ready-to-drink follow-on formula that contains no palm or fish oil. This helps consumers concerned about climate change and aware of the impact that their purchases, particularly certain ingredients, have on the environment, to remove unsustainable products and materials, ranging from meat to palm oil and single-use plastics, from their lifestyles. Nestlé Cereals has launched Cheerios Vanilla O’s which contain less than 5% sugar, no artificial colours and flavours and are fortified with vitamins and minerals. The #ItTakes2 campaign from Pampers is encouraging 5 million young fathers to pledge for equal parenting and join the ‘Dads of Pampers’ initiative.

What we think

Consumers are now seeking to align their personal well-being with that of the planet. Organic, natural and sustainable alternatives that were once niche are now a way of living for consumers, prompting them to seek products that align with their ideals. This is true for not only turban consumers but also those in lower-tier cities. This will continue to drive consumer demand and create a huge opportunity for brands that hope to make it easier for consumers to easily access better-for-you products. Brands can adopt an omnichannel approach to reach consumers, regardless of location, who are increasingly conscious of their choices and are a potential market for sustainable products and lifestyle/aspiration brands.