Anamika Sengupta, Founder, Almitra Tattva and Co-Founder, Almitra Sustainables talks about sustainability in the ‘New Normal’
As we enter 2021, trying to put the pandemic behind us, we are filled with hope from the new vaccine and also the realisation that we need to make Sustainable and earth conscious life choices that can help mitigate the damage we have inflicted on Mother Earth.
A Capgemini Research Institute which examined global awareness about sustainability and its impact in consumer purchasing patterns, shows that upto 79% consumers are changing their purchase preferences based on social responsibility, inclusiveness, or environmental impact, while 65% said that they will be more mindful about the impact of their overall consumption in the ‘new normal’. Specifically within the Indian market, the report said:
- In the light of Covid-19, 84% of Indian consumers prefer to purchase more locally made/produced products rather than imported/non-local products in the next 12 months
- Over 86% of consumers from India state that buying sustainable products from organisations makes them happy
- Nearly 88% of consumers in India were willing to purchase a more sustainable product once they were made aware of the sustainability issues
- 60% of Indian consumers have actually reduced spending from organisations they perceive as non –sustainable.
In the coming months, as we come to terms with the pandemic and adopt healthier, more conscious lifestyle as a population, the above mentioned trends in consumer behaviour are going to become instrumental in driving the change and enhancing faster adoptability of conscious and earth friendly lifestyle, making it ‘mainstream’.
- Healthy Food habits: The pandemic saw a lot of people realise the importance of healthy food and also took up cultivating kitchen gardens as a hobby! Although there has been a lot of interest and adoption of ‘growing your own food’ practice among urban Indians, a large part of us are also looking at more conscious purchases, when buying our groceries. From including indigenous fruits and vegetables, saying choosing whole grain and natural alternatives to daily staples, to emphasis on home cooked wholesome meals, the modern urban household is turning back to basics to adopt a healthier lifestyle.
- Eco-lifestyle products: While the pandemic helped raise awareness about the impending environmental crisis that we are heading towards, it also encouraged people to take action and adopt more sustainable solutions and alternatives to plastic, in daily life. As a result, there has been a massive rise in shift towards sustainable eco-lifestyle and essential products. From bamboo tooth brushes and reusable steel straws to bags made out of recycled fabric, eco-lifestyle products are set to become all the rage in the coming year. Apart from the eco-lifestyle range, there have been sustainable solutions for a series of daily essentials, including cleaning products. An increasing number of people are now adopting coconut coir products as alternative to micro-plastic scrubs. From body brushes and exfoliators to utensil scrubs and bottle cleaning brushes, coconut coir has emerged as a viable, hygienic, and sturdy alternative and is set to become popular in the coming years. Apart from cleaning scrubs, a large number of people are also discovering homemade natural cleansers, made using citrus peels and kitchen waste which is also set to replace harmful chemical cleaners from home.
- Circular Economy: Even as people wake up to the environmental crisis and make the shift towards earth friendly alternatives, there is also a rising awareness about minimising waste. Although the concept of ‘zero waste’ lifestyle is still very nascent for India, an increasing number of individuals, and entrepreneurs are stepping up to create a circular economy ecosystem that can help reduce wastage by reusing and recycling. From refurbished and recycled gadgets, appliances and automobiles to increasing focus on thrift stores and pre-loved goods as gifting options, is gaining popularity. Additionally, the focus on socially, environmentally, and ethically responsible business practices to create products, services and solutions, is helping accelerate the growth of circular economic practices.
We as a civilisation have made some unforgettable realisations that are going to set the tone for a more conscious and responsible co-existence in 2021, one that will most likely help repair our relationship with the Mother Earth and all other beings that inhabit our Planet! While economies and nations come to terms with the aftermath of the pandemic, it is upon the end consumer, the individual, to steer the course of the coming years.
