What’s the reality behind sustainability ?
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The first one is around a word you’ve probably heard a hundred times in the last few years: sustainability.
Almost half of the customer brands we work with bring this up. They’ll say, “People really like sustainable fashion, so let me create a 100% sustainable brand – only organic clothing, eco-friendly fabrics, and the works.”
Sounds great, right?
But here’s the reality check.
If sustainability were truly the number one purchase driver, then how are brands like Zudio, Zara, H&M, Trends, and so many fast-fashion giants selling lakhs of pieces every single day? Customers buy, use, and throw away clothes at a massive scale.
That’s the truth of consumer behaviour.
Does that mean sustainability doesn’t matter? Not exactly. Consumers do care – but mostly as a secondary filter.
Here’s how it usually works:
If two brands are equally liked — same style, same price, same vibe — and one happens to be sustainable, the customer will choose the sustainable one.
But if a customer falls in love with a design or sees a better price, sustainability often takes a back seat.
So, sustainability is more of an add-on factor than a standalone USP.
If you check Google Trends or keyword searches in India, you’ll notice that while sustainability as a concept is discussed a lot, the actual shopping intent is extremely low. The data just doesn’t match the hype.
That doesn’t mean you should ignore it. By all means, use organic cotton, bamboo fabrics, recycled blends – these are great for your story.
But if you’re building a premium brand, sustainability alone won’t justify higher pricing. You’ll need something stronger, maybe a powerful community, maybe an aspirational lifestyle positioning, or some unique design philosophy.
This is my perspective. I might be wrong, and I’d be glad if you prove me wrong with your brand journey. But before you put all your eggs in the sustainability basket, remember: customers like to talk about it, but when it comes to purchase behaviour, it’s usually a supporting factor, not the hero.
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