From Concern to Commitment: Bridging India’s Sustainability Say-Do Gap

India has emerged as one of the most concerned nations globally when it comes to sustainability. But concern, as we know, is only the beginning.

A recent article by Economic Times Brand Equity referencing a BCG report reveals a compelling insight: While Indian consumers express deep concern for environmental issues, this concern hasn’t yet translated into widespread sustainable action.

This isn’t a failure—it’s a moment we must work with. Having spent over 14 years working across corporate communications, brands, ESG, and purpose-led strategy, I’ve learned that the distance between intention and impact is rarely about apathy. It’s about access, belief, and trust. People are ready to act. But they need three key things:

1. Clarity Over Complexity: Sustainability can often feel overwhelming. Technical jargon, fragmented solutions, and a lack of accessible options discourage participation. We must simplify the narrative and guide action in tangible, relatable ways.

2. Credibility That Builds Trust: Today’s consumers are discerning. They can spot greenwashing a mile away. Brands and leaders must demonstrate consistency between what they say and what they do. Transparency isn’t optional—it’s expected.

3. Storytelling That Inspires: Data informs, but stories move people. Purposeful communication has the power to shift mindsets, build belief, and spark behavior change. When done right, it doesn’t just create campaigns—it creates movements.

In one sustainability campaign I worked on, we set out to drive awareness about plastic reduction. Initially, the campaign focused heavily on educating consumers about the issue at large—its scale, its urgency, its impact.

The response? High engagement, but limited action.

That’s when we reframed the narrative—from the big, overwhelming picture to small, daily choices. We began sharing bite-sized, practical tips—things consumers could immediately try at home or while shopping. The shift was powerful. Once people could see themselves in the solution, they started participating. It taught me that awareness without action cues is a missed opportunity.

In another project focused on amplifying impact stories from the ground, we highlighted the work of community leaders and frontline changemakers who were quietly making a difference—be it waste workers innovating in segregation, or women running local water-saving initiatives.

These weren’t traditional campaign stories. They were unpolished, deeply personal, and rooted in lived experience. But they moved people—because they made sustainability feel human, and possible. The emotion, honesty, and humility in these stories connected in a way data never could.

I’ve also seen how critical it is to align communication with internal integrity. I’ve been part of leadership conversations where bold sustainability commitments were made—and part of the follow-up challenge: “How do we speak about this transparently, without sounding like we're overclaiming?”

This is where strategic communication becomes a game-changer. Not as a tool for messaging, but as a lever for cultural transformation. For communicators, brands, and sustainability champions, this is the moment to show up—not just with purpose statements, but with purpose-led action.

The question is no longer: “Do people care? It’s: “How do we help them act?”

If we can bridge the gap between what people feel and how they act, we won’t just be telling better stories. We’ll be shaping a more sustainable future.

And that's how we turn concern into commitment.

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