• Keshav Godala

Are Indian millennials fed-up of the heaps of plastic in their houses?

Updated: Jan 5, 2020

The world is engaged in a war against plastic and Millennials are the fiercest in this battle. A Nielsen report found that 66% of global millennials are prepared to spend more on sustainable brands. Why are Millennials interested in sustainable practices?

Millennials have grown up in a time of great technological advancement and increasing globalization. Millennials are cautious towards businesses' motives and have a desire to impact the world positively. They are committed to implementing SDGs and their lifestyle trends make it more attainable.

Only 9 % of all plastic waste ever produced has been recycled with 79 % been accumulated in landfills, dumps or the natural environment. The need of the hour is to slow down the production of plastic and manage its uses sustainably. Millennials aren’t fond of non-recyclable waste and are likely to buy products that are made of and packaged in recyclable materials thereby avoiding single-use plastic wherever possible.

Big brands are thus shifting towards the "milkman model” — addressing plastic waste by shifting to reusable containers. PepsiCo, Unilever, P&G, Nestle among other brands have said they will use glass, steel, and other reusable containers that can be returned and cleaned to be used again.

Talking about the Indian scenario, 2 million orders are being placed every day with food aggregators on a daily basis. What is being conveniently ignored is the innumerable single-use plastic containers, plastic cutlery that comes along with these orders which get readily disposed of. Online food delivery system in India leads to about 3000 tonnes of plastic being dumped into landfills every month. Why haven’t eco-conscious Indian Millennials taken up initiatives to combat this? Or if they have, is it being impactful?

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