From sustainability to storytelling, how FMCG brands pushed for purpose in 2024

As consumer awareness around sustainability and social responsibility grows, the FMCG sector in India is witnessing a significant shift toward purpose-driven marketing. In 2024, brands increasingly aligned their strategies with consumer values, recognizing that modern buyers are not just purchasing products but endorsing the ethos behind them. From sustainability-led campaigns to digital storytelling, purpose-driven initiatives have become a cornerstone of brand strategy in the industry.

The rise of conscious consumerism, particularly among Gen Z and millennials, has made it imperative for brands to integrate authenticity and ethics into their operations. Consumers today expect more than just quality products—they seek transparency, traceability, and alignment with social and environmental causes. As Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, observes, “Modern consumers value personalized experiences and increasingly seek brands that resonate with their values and lifestyles.”

This sentiment has driven brands to look beyond traditional marketing metrics like sales and focus on fostering deeper connections with their audiences. By addressing cultural moments and societal concerns, brands have been able to create a sense of purpose that resonates on an emotional level.

In the competitive FMCG market , balancing purpose with profitability remains a challenge. Experts point out that a strategic approach is key to achieving this balance. Janardhan Swahar, MD & CEO of Y-Cook India Pvt. Ltd., highlights the importance of strategic partnerships and streamlined distribution models. “We’ve relied heavily on quick commerce solutions and partnerships with major retailers to ensure our products are accessible while maintaining operational efficiency,” he explains.

For brands like BN Group, campaigns such as #DiwaliKeBaadKiSafaai and #HarLadkiDurgaMaa exemplify the power of emotional storytelling. These campaigns shifted focus from product attributes to narratives that emphasized cultural relevance, gaining traction among consumers and strengthening brand loyalty. Similarly, Marico’s #IssDiwaliChamakUtho campaign tapped into festive sentiments, fostering authentic connections with its audience.

Sustainability has emerged as a defining factor in the FMCG landscape, shaping product offerings and marketing strategies alike. Companies are increasingly investing in ethical sourcing, eco-friendly packaging, and residue-free farming practices to meet the growing demand for sustainable options. “At Y-Cook, sustainability has always been a priority,” notes Swahar. “We ensure stringent traceability in our supply chain, enabling consumers to understand the origins of their food.”

However, challenges persist. The volatility of raw material sourcing and frequent regulatory changes create hurdles in maintaining consistency and transparency. Brands must also navigate the complexities of managing inventory and updating product labels to meet evolving standards.

The proliferation of digital platforms has revolutionized how FMCG brands communicate their purpose. Social media, in particular, has become a powerful tool for amplifying purpose-driven messages. According to Kiran Giradkar, Chief Marketing Officer of BN Group, platforms like Instagram, LinkedIn, and YouTube have enabled brands to connect with audiences in meaningful ways. “We’ve utilized digital platforms to share genuine stories that showcase our brand’s purpose, whether through influencer collaborations or long-format videos,” says Giradkar.

For many brands, qualitative feedback from consumers and digital metrics such as engagement rates and brand lift are essential for measuring the impact of their campaigns. Beyond sales, these insights provide a deeper understanding of consumer behavior and help fine-tune marketing strategies.

Moreover, younger generations like Gen Alpha are likely to drive the next wave of purpose-driven initiatives. These consumers prioritize authenticity and demand transparent communication from brands, pushing the FMCG sector to adopt even more inclusive and socially responsible practices.

In 2024, purpose-driven marketing solidified its role as a key differentiator in the FMCG industry. By aligning with consumer values and leveraging innovative strategies, brands have not only enhanced loyalty but also set a precedent for the future. As the industry navigates an increasingly conscious market, the ability to marry purpose with profitability will remain the ultimate marker of success.