Now, let’s discuss a common strategy many sustainability brands adopt: education. While educating consumers about sustainability might seem like a good approach, it often misses the mark. Here’s why:

1. Demand vs. Supply: Many businesses operate under the belief that educating consumers will drive demand for their sustainable products. However, this is a flawed premise. In India, consumers often prioritize price and necessity over sustainability. If they’re not convinced of the immediate need or benefit, education alone won't change their purchasing habits.

2. The Reality of Consumer Behavior: Indian society typically reacts to issues only when they become critical. We often see a shift toward corrective measures rather than preventive strategies. For example, sustainable practices gain traction only after a major environmental crisis or regulatory change forces consumers to rethink their choices.

3. An Ecosystem Approach: Creating a shift in consumer behavior requires more than just educating individuals; it necessitates a comprehensive ecosystem that encourages sustainable practices. This means involving all stakeholders—from businesses to consumers to government—working together to create a market where sustainability is valued not just as a trend but as a necessity.