Sustainability Insights: Understanding Urban Indian Consumers

In this conversation, Aditi Garg, a Consumer Strategy expert and Founder at Out of Syllabus, discusses India's evolving landscape of sustainability. She highlights the differences in consumer behaviour between urban and rural populations, the emotional drivers behind sustainable choices, and the challenges brands face in effectively communicating their sustainability efforts. The discussion also touches on the role of guilt in consumer decision-making, the influence of community and social norms, and the importance of transparency in brand messaging. Aditi emphasises the need for diverse narratives to resonate with different consumer segments and envisions a future where sustainability is integrated into everyday practices across India.If you want to read the article discussed in the episode, you can find it here: https://researchworld.com/sustainability-library/sustainable-brands-urban-india-future-scenarios Send us Fan Mail-----------------------------------------------------------------------------------------------Talking Insights is a Research World and Esomar production. Hosted by Antonio AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025