Evolution of Sustainable Practices in the Gifting Industry

Tripti Agarwal, Apoorva Bajj

Feb 13, 2024 — 8 min read

Evolution of Sustainable Practices in the Gifting Industry

Valentine's Day is a time to show love and care to our loved ones with gifts and cards. However, the choices we make can have a lasting impact on both our loved ones and the environment.

Gifts and cards, intended to convey our emotions and hopes for a brighter future, often come wrapped in non-recyclable plastic, adorned with glitter, or designed in a way that hinders recycling or reuse. This can result in irreversible harm to the environment.

From shifting weather patterns to rising sea levels to heat waves and wildfires, world leaders and top organizations are working to combat climate change and devise ways to achieve sustainable development objectives.

Studies indicate that even minor adjustments in consumer patterns towards eco-friendly gifts can lead to a substantial reduction in carbon emissions.

So why not offer presents that are sustainable, ethical, and with love for the planet Earth? At the consumer level, customers are getting wiser, more informed, and more conscious about their choices and opting for products that are ‘sustainable’ for personal consumption as well as willing to shell out more money for giving "sustainable" gifts.

“As those concerns grow, consumers are looking to make environmentally sound choices and are willing to pay more for sustainable products,” said a survey by Bain and Company.

Sustainable preferences have significantly influenced the gifting industry, leading to several notable changes:

Opting for Eco-Friendly Products
Minimalist and Zero-Waste Packaging
Experience-based Gifts
Gifts for a Cause
Symbolically Adopt an Animal
Fair Trade and Ethical Practices
DIY and Homemade Gifts
Charitable and Philanthropic Gifts
Digital and Virtual Gifts
E-books or Audiobooks
Online Classes or Subscriptions

Opting for Eco-Friendly Products

Consumers are increasingly seeking eco-friendly and sustainable gifts made from organic, recycled, or biodegradable materials. Gifting companies have responded by offering a wide range of environmentally friendly options, including bamboo utensils, reusable water bottles, bags, and recycled paper stationery.

"In an era where the collective conscience leans increasingly towards sustainability, consumers are meticulously selecting brands that align with their values. This shift towards a sustainable culture isn't just a trend; it's a profound transformation in the ethos of consumerism,” said Sadhev Co-Founder Lasakan Cholayil.

Sadhev is a luxury cruelty-free, vegan skincare brand offering a range of natural Ayurvedic products for skin, body, and hair. It has a range of gift hampers for the festive season.

“Consumer tastes have shifted significantly over time in favor of environmentally and socially conscious items. This shift is a reaction to the urgent need for environmental preservation as well as a reflection of shifting consumer priorities,” said Vastranand Founder and CEO Jigar Viradiya.

Vastranand is a brand dealing in hand-woven sarees, offering a stunning selection of designer wear, perfect for a Valentine’s Day party, an intimate dinner date, or a fun night out with friends.

Minimalist and Zero-Waste Packaging

There's a growing trend towards minimalist and zero-waste packaging in the gifting industry. Companies are reducing unnecessary packaging materials and opting for sustainable alternatives such as recycled paper, biodegradable plastics, and reusable gift wraps.

The Bain and Company survey revealed that internationally, 64% of consumers are highly concerned about “sustainability”, and their worries have been mounting for the past two years due to extreme weather conditions.

However, these consumers adopt different definitions of sustainability, according to a study done on 23,000 global consumers, “Globally, 50% of consumers consider how products are used when thinking about sustainability. These consumers are more concerned about how a product can be reused, its durability, and how it will minimize waste. In contrast, most companies sell sustainable goods based on factors such as how they are made, their natural ingredients, and the farming practices deployed. These factors cause many consumers to conflate 'sustainable' with 'premium'."

Experience-based Gifts

Rather than physical products, consumers are gravitating towards experience-based gifts that create lasting memories without contributing to waste. Examples include concert tickets, cooking classes, spa vouchers, pottery workshops, nature retreats, and outdoor adventures, which prioritize meaningful experiences over material possessions.

Gifts for a Cause

People can extend support to NGOs and make donations to environmental causes or charities in the name of their loved ones. “It has shown that success lies not only in meeting the demands of today but in nurturing the world of tomorrow. As consumers increasingly opt for sustainable options, be it for commercial days such as Valentine's Day, they are not just choosing products; they are choosing a legacy. For Sadhev, this isn't just a win; it's a recognition of the brand's commitment to sustainability and its resonance with the values of today's discerning consumers," said Cholayil.

Total Expected Valentine’s Day Spending in the United States From 2014 to 2024

Symbolically Adopt an Animal

Support wildlife conservation efforts by symbolically adopting an animal in a zoo or a wildlife reserve. Adopting an animal can be a delightful and fulfilling to contribute to conservation initiatives, while also forming a lasting connection with your favorite species. It is a memorable and noble gift for friends, family celebrations, and for special occasions.

Fair Trade and Ethical Practices

Consumers are increasingly concerned about the ethical and social impact of their purchases. Gifting companies are responding by sourcing products from fair trade suppliers and supporting artisans, craftsmen, and artists from marginalized communities. This ensures that gifts are produced ethically and sustainably, with fair wages and working conditions.

“A discernible shift has occurred in favor of sustainable methods and goods. Customers are looking for presents that fit with their beliefs of sustainability and ethical sourcing as they become more conscious of the environmental impact of their purchases. This change has forced companies like ours (Vastranand) to reconsider how we source materials and conduct manufacturing. We prioritize sustainability and transparency to meet our clients’ changing expectations while also making a beneficial impact on the environment,” said Viradiya.

A brand named Paaduks utilizes old and discarded tires to manufacture stylish, fashionable, and eco-friendly footwear for men and women. So far, Paaduks has recycled 30,000 recycled tires, averted 3500,000 Kgs of CO2 and upcycled cork, and recycled polyethylene terephthalate (PET) bottles. The product tags are made using basil seed paper.

Eco-friendly footwear can make the perfect gift for your environmentally-conscious partner. Their product range is specifically designed for couples celebrating Valentine's Day. Treat your loved one to a pair of unique and socially conscious shoes they'll adore.

DIY and Homemade Gifts

Do It Yourself (DIY) and homemade gifts have gained popularity as they allow consumers to personalize gifts while reducing environmental impact. From handmade soaps and candles to knitted scarves, organic cookies to granola bars and homemade preserves in reusable jars are some of the unique ideas being adopted for personalized gifting. DIY gifts showcase creativity, intimacy, and thoughtfulness while minimizing waste and carbon footprint.

Hand-rolled incense sticks can be a very pleasant idea for gifting your loved ones. A company named Phool collects millions of sacred flowers offered in the temples of India and employs over 300 women from marginalized communities to upcycle flowers into the world's first certified, handcrafted incense products. "Each pack (incense) saves 125 Kgs of flowers being dumped into the river Ganges," the company's website said.

“I have seen a good rise in demand for my products as gifts during this time (Valentine’s Day). People now love to give handmade things (gifts) as it gives a more personal feel,” said the Founder of Busy Mom Creationz Ishita Russell.

Russell is a financial journalist and exhibits her crochet projects and products on YouTube, Instagram, and Facebook under the 'Busy Mom Creationz' handle.

Charitable and Philanthropic Gifts

Many consumers prefer to give gifts that support charitable causes and give back to society. Many organizations offer items made by individuals in need or that support specific causes. This is a classic way to give a gift that is both thoughtful and creates a positive impact.

Gifting firms have introduced ways where a portion of sales proceeds are donated to charitable trusts or noble causes, allowing gift recipients to feel great about the positive impact of their gift.

Digital and Virtual Gifts

With the rise of digital technology, virtual gifts such as e-books, online subscriptions, and virtual experiences have become increasingly popular. These gifts eliminate the need for physical products and packaging, reducing waste and carbon emissions associated with traditional gifting practices.

E-books or Audiobooks

To reduce deforestation and reckless use of paper, people are opting for eco-friendly alternatives to physical books.

Online Classes or Subscriptions

Numerous online learning platforms are offering insightful courses and workshops. These online courses can create a huge difference in your well-being and life at large.

Overall, sustainable preferences have led to a shift towards more conscious and thoughtful gifting practices, emphasizing quality over quantity and prioritizing environmental and social responsibility.

“Apart from wanting something personal, people are environmentally conscious now. Compared with mass-market products, handmade products have less of an environmental impact. Usually being smaller in set up, the makers are more prudent with the wastage and the materials used in their products,” Russell said.

Gifting companies that embrace sustainability are well-positioned to meet the evolving preferences of consumers and contribute to a more sustainable future.

“Brands that are at the forefront of this change, like Sadhev, are not merely participating in a movement but are shaping the future of how we consume. Sadhev stands as a testament to the beauty of sustainability, proving that when we choose to harmonize our needs with respect for our planet, we are not just making a purchase; we are making a statement. This evolution towards eco-consciousness has opened a new realm of possibilities for brands, “ said Sadhev’s Cholayil.

Sadhev commits to giving back to nature by planting a tree on every sale and staying plastic-positive by recycling more plastic than consumed. Bringing items that are sustainably sourced has so far helped in 962,300 Kg CO2 reduction and large employment generation, as per the company's website.