In recent years, the growing affluent and socially conscious members of our society have initiated a shift towards sustainable living. The environmental impact of human consumption habits is becoming clear to all and some people are making a change at an individual level. Various surveys suggest that almost 40% of the population is suggesting that they intend to embrace more sustainable behavior. Among the top measures people are taking actively include reducing household energy consumption, buying locally produced goods, and adopting recycling and composting. The surge in commitment to sustainability has encouraged brands to stand up for causes and do their bit for the consumers, community, and the environment.

In fact, the new-age consumers: GenZ and millennials, prefer to engage with brands that invest in building a community and deeply care about health and environment. And as the habit of conscious consumption increases, there are brands on the other side, willing to support this trend as well.