India’s Sustainability Discourse Evolves as Consumers Demand Proof Over Promises, Finds Burson Report

NEW DELHI, July 17 2025 – Burson, the global communications agency purpose-built to create value for clients through reputation, today released a new report highlighting the sustainability conversations consumers are actively seeking across Australia, India and Singapore. Powered by Know Your Opportunity (KYO), a proprietary solution within the agency’s AI-first innovation portfolio and Decipher, Burson’s cognitive artificial intelligence (AI) platform designed to assess believability and virality, the report uncovers communication gaps and emerging opportunities, predicting sustainability narratives that enhance trust and engagement.   

The report reveals that India’s sustainability discourse is uniquely shaped by the country’s deep-rooted agrarian identity. Public attention has centered around crops and food security, reflecting the country’s economic structure, cultural and political emphasis on rural livelihoods and climate resilience. This agricultural focus is evolving alongside growing scrutiny of the consumer goods sector, particularly in areas such as fashion and personal care, where urban audiences are increasingly engaged and regulatory frameworks are tightening.

India’s energy sector stands out as a space of high trust and urgency. Public demand for renewables is significantly higher than in regional peers, aligning with a growing consciousness among consumers and the country’s global climate leadership ambitions. The findings further suggest that conversations on sustainability in India are largely apolitical and compliance oriented. Indian audiences value optimism and national progress, responding best to sustainability narratives that connect progress on climate with larger development outcomes.

“Burson’s ‘Decoding Sustainability’ report underscores the rapid evolution of India’s sustainability narrative,” said Vandana Sandhir, Chief Client Strategy Officer, Burson Group India. “Audiences today are increasingly calling for tangible progress toward stated goals, creating a clear opportunity for brands to build meaningful sustainability narratives. By embracing data-driven, value-led storytelling that aligns with India’s national priorities and leveraging our AI-first approach and proprietary tools like KYO and Decipher we are able to uncover deep insights and help brands shape and manage their reputations more effectively.”

“As our clients work to enhance their social and environmental impact, they’re navigating a landscape of controversy, complexity and confusion,” said Adrian Warr, Burson’s South Asia-Pacific CEO. “By blending AI-first intelligence with our reputation-building craft, we’re helping clients communicate with greater agility, precision and credibility to strengthen their reputation and their business.”

Despite each country facing unique sustainability challenges, the findings reveal a striking consistency in core themes across Australia, India and Singapore. These include a growing demand for clarity around the true meaning of sustainability, and a critical shift in expectations – people are no longer satisfied with ambition alone; they want evidence of real progress. The report also highlights the sectors under the most scrutiny from both media and the public, revealing where perceptions align and where they diverge. Notably, the report also uncovers a lack of activism within mainstream sustainability discourse.

“Sustainability is no longer just a reporting requirement – it’s a reputational imperative,” said Michael Rhydderch, APAC Head of Sustainability and Social Impact, Burson. “Today, audiences are demanding more than ambition – they expect transparency, accountability and real progress which means organizations must move from vague sustainability promises to clear and relatable communication. This report outlines opportunities for organizations to meet this demand with purpose and confidence, building lasting trust in an increasingly discerning world.”

The report explains the core themes emerging from Australia, India, and Singapore: 

•    Defining sustainability remains a challenge: While many associate sustainability with the United Nations Sustainable Development Goals (UN SDGs), there is still a widespread lack of clarity around what the term truly means in practice.

•    Call for clearer, data-focused communication: Audiences are increasingly disengaged from generic buzzwords such as “progress”, “growth,” “future”, “technology,” and “solutions.” They are looking for specific, transparent reporting that reflects real-world sustainability progress.

•    High-interest sectors face greater scrutiny: Sustainability efforts in the consumer goods, food and agriculture, and energy sectors continue to attract the highest levels of public attention and critical examination.

•    Limited activism signals a missed opportunity: Aside from climate, the broader sustainability discourse lacks a strong activist voice highlighting both a communication gap and a chance for brands to lead with purpose.

“KYO’s advanced algorithms analyze online search behavior and cross-reference it with media narratives, uncovering insights into how consumers engage with sustainability topics,” said Timon Kohli, SVP, Global Innovation Product Manager at Burson. “This unlocks timely, data-driven opportunities for brands to lead in relevant conversations and position themselves at the forefront of cultural relevance precisely when it matters most.”

“By combining KYO’s analysis with Decipher’s predictive capabilities, we’re delivering unmatched counsel that empowers our clients to navigate complexity, anticipate emerging trends, and communicate with greater precision and impact,” added Kohli. 
Decipher, a solution created in partnership with AI company Limbik, is an offer under WPP Open, the AI-enabled marketing platform.