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The survey, conducted in partnership with research firm GlobeScan in 30 countries, reports that two-thirds of people worldwide are concerned about climate change and eight in ten are taking some form of action to reduce its environmental impact.
Yet, cost pressures, lack of clarity and inadequate institutional support are hindering widespread climate participation.
Globally, saving money (54%) is the top motivator for individuals to act on climate issues, followed by knowing the impact of their actions (42%), health benefits (41%), and ease of taking action (39%). However, 41% of respondents cited financial constraints as the primary barrier to working more.
India’s urban youth prioritize health and clarity. India is completely different from this global trend. Among Indians aged 18-29, one in three are taking concrete climate action, and the majority are engaged in activities addressing social inequality – participation rates are well above the global average.
For Indian respondents, health and family well-being outweigh cost savings as the key motivators for adopting sustainable practices. The study shows that 75% of Indians would take more climate action if they had clear guidance and a better understanding of the impact of their efforts – indicating that information gap rather than affordability remains the primary barrier.
Urban India is also increasingly adopting circular economy behaviour, such as repairing furniture, choosing products made from recycled materials and renting or leasing rather than buying new.
This shift reflects a maturing consumer mindset that links sustainability with value-conscious, practical consumption.
Growing awareness on inequality and ethical consumption
Beyond environmental issues, the report underlines that 61% of global respondents are concerned about inequality, with youth and family members most concerned. Nearly 69% are already taking action, such as volunteering, supporting local causes, or purchasing from responsible brands.
This sentiment is especially strong in India. A large share of urban Indians believe that businesses in supply chains should pay living wages and actively seek information about how and where products are made. The findings point to a widespread demand for equal access – from housing to employment – as well as a growing awareness of ethical and inclusive consumption.
The shift shows that Indian consumers have come to associate sustainability with fairness and accountability, and are expecting companies to demonstrate both environmental and social responsibility.
Corporate and policy expectations are rising
The report said 65% of people globally expect significant climate action from businesses by 2030, while 63% expect the same from governments. On inequality, 60% of respondents called for stronger corporate initiatives, and 61% expected governments to do more.
In India, these expectations are particularly high among young urban respondents who view corporate transparency as a foundation of trust. They want brands to not only offer sustainable products but also communicate openly about their environmental and social impact.
“The world can only be sustainable if everyone can live a more sustainable life,” said Karen Pflug, Chief Sustainability Officer of Ingka Group. “This research shows that affordability is a barrier in itself – many people feel excluded from acting due to cost. We believe sustainable living should not be a privilege, which is why we work to make it both accessible and affordable for many people.”
Pflug said Ingka Group aims to make sustainable choices “easy and desirable,” citing initiatives like buy back and resale, in-place zones for second-hand and ex-showroom items, and affordable plant-based food options that help reduce waste and emissions.
India is emerging as a model of sustainable progress
The 2025 report concludes that although public concern about climate change and inequality is widespread, collective action among individuals, businesses and governments is necessary to accelerate progress.
In India, that collective change seems to be gaining momentum. With a young, urban population combining optimism with accountability, the country is establishing itself as a model for sustainability-driven economic growth – where social and environmental goals align with consumer and business interests.
For Ingka Group and IKEA India, the findings reinforce the importance of local sustainability strategies built around affordability, circularity and community engagement. Through accessible design and circular business models, the company aims to enable more people to “live better within planetary limits” by turning global commitments into local impact.
As sustainability shifts from awareness to action, India’s emerging consumer base can play a key role in shaping not only market demand but also the global standard for responsible development.