Young Indians are leading the global shift toward sustainable living, prioritizing health, family, and ethical choices over affordability.
BENGALURU (India CSR): Despite global uncertainty and economic pressures, people across the world continue to care deeply about the planet and society. According to Ingka Group’s People & Planet Consumer Insights & Trends 2025 report, conducted with GlobeScan across 30 countries, two in three people worldwide worry about climate change, and eight in ten take some action to reduce their impact. However, many still feel disempowered by cost, lack of clarity on impact, and limited support from governments and businesses.
Saving money remains the top motivator for people to take more climate action globally (54%), followed by knowing the impact of their efforts, health benefits, and ease of action. The report also highlights strong public demand for transparency: seven in ten people want companies to communicate better about the environmental and social impact of their products and services, while eight in ten believe businesses should pay living wages across their supply chains.
Amid these global findings, India stands out as a market where youth are not only aware but also actively driving change.
India Leads with Action and Optimism
In India, one-third of youth aged 18–29 are taking action on climate change, while a majority are engaged in addressing inequality, setting the country apart from many global markets.
The study shows strong adoption of circular practices in urban India compared to global- repair furniture instead of buying new, choose products made with recycled materials, and are open to renting or leasing furniture- reflecting a new generation that values both sustainability and smart consumption.
Globally, the number one motivator for taking climate action is saving money (54%), followed by knowing the impact of one’s efforts (42%), health benefits (41%), and ease of action (39%). At the same time, cost remains the biggest barrier, cited by 41% globally as a reason for not doing more.
India stands apart. For young urban Indians, health and family well-being are stronger motivators than cost, where they would take greater action if it improved their own and their family’s health. Moreover, the key barrier is a lack of information rather than affordability – three in four Indians say they would be motivated to act more if they received clearer advice and understood the impact of their actions.
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Inequality: Global Concern, Local Action
The report finds that 61% of people globally worry about inequality, with concern peaking among younger generations and those living with children. Around 69% are already taking some action to address inequality- through volunteering, supporting local causes, or choosing responsible brands.
In India, the sentiment is even stronger. A vast majority of urban Indians believe companies must pay living wages across their supply chains, and actively seek information on where and how a product is made- reflecting a rising awareness around ethical consumption. They also agree that everyone should have access to affordable housing, highlighting the call for systemic change and inclusivity.
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A conscious consumer base
Globally, people want institutions to lead the way. 65% of respondents want significant climate action from business and 63% from government by 2030. On inequality, 60% want more corporate action, while 61% expect the same from governments.
This expectation for leadership is equally strong in India. Respondents believe companies should communicate better about the environmental and social impact of their products. For India’s young population, trust is built through transparency – they want businesses not only to sell sustainable products but also to stand for progress, equity, and accountability.
Karen Pflug, Chief Sustainability Officer, Ingka Group, said, “The world can only be sustainable if everyone can afford to live more sustainably. This research shows that affordability is a barrier in itself – many people feel excluded from acting because of cost. We believe sustainable living should not be a privilege, which is why we work to make it both accessible and affordable for the many – for example, through solutions that help reduce food waste and support waste sorting in the home, more affordable plant-based food, and circular services such as Buy Back & Resell or our As-Is areas, where second-hand and ex-showroom items are sold at lower prices. Sustainable living also needs to be easy and desirable – so that choosing the better option becomes a natural, everyday choice.”
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A Shared Path Forward: Global Momentum, Local Action
The 2025 findings paint a clear picture: while the desire for a fairer, more sustainable world is universal, the path forward depends on collective action — from individuals, businesses, and governments alike. Around the world, people want to do more but need the right support and solutions.
In India, this momentum is already taking shape. With a young, urban generation that combines optimism with accountability, the country is emerging as a beacon of what sustainable progress can look like when action is driven by both purpose and practicality.
As part of Ingka Group, IKEA India continues to turn global learnings into local action — enabling more people to live sustainably through circularity, affordability, and accessible design. Together, these everyday actions — in homes, neighborhoods, and communities — are helping to shape a better future for people and planet.
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You Learn
Ingka Group’s People & Planet Consumer Insights & Trends 2025 report reveals a powerful shift in how people view sustainability. Across 30 countries, two in three people express concern over climate change, but India’s youth stand out for turning awareness into action. Prioritizing health, circular practices, and social equity, young urban Indians are redefining sustainability as both a lifestyle and a movement. As affordability and transparency remain key global challenges, India’s optimism and proactive engagement offer a model for the world’s sustainable future.
(India CSR)
Also Read: India Philanthropy Report 2025: Families Are Driving India’s Social Transformation
