From Screen Time To Green Time: The Wellness + Sustainability Crossover

A walk away from the screen

Recently, at a bustling farmers’ market, a young couple stood debating between two jars of honey. One was cheaper, in a plastic squeeze bottle. The other came in a glass jar, labelled ‘organic’ and sourced from a local farm. They chose the latter. “It just feels better,” the woman shrugged, smiling. “Better for us, better for the planet.”

That tiny moment—barely noticeable amid the chatter of vendors and the crinkle of shopping bags—says everything about a cultural shift underway. A shift that is marked by sustainable investing, eco-friendly products, and a growing organic food market.

Across the world, people are moving from screen time to green time. Clean beauty and eco-tourism—once niche areas—are gaining mainstream acceptance. Many young investors too are moving towards ESG funds and sustainable investing options.

Table of contents

• Why now?
• Where the shift shows up
• Beyond trend: A cultural reset
• The investor’s angle
• Let’s be honest: It’s not all smooth
• Where it all lands

Why now?

1. The endless feed.

Information is inescapable. A scroll through social media might start with a smoothie recipe and end with a breakdown of how much water it takes to make a pair of jeans. That constant exposure has turned casual shoppers into conscious ones mindful of the wellness industry.

2. Younger voices getting louder.

Millennials and Gen Z grew up with climate change as a backdrop. They’re tired of green promises with no action. In surveys, they consistently say they’d rather buy less, pay a bit more, and feel proud of their eco-friendly product and lifestyle choices.

3. Health redefined.

The pandemic rewired how we think about health. Suddenly, it wasn’t just about avoiding illness—it was about strengthening immunity, finding balance, and even protecting mental health. Cue the wellness industry––choosing oat milk over dairy, cycling instead of driving, or booking a wellness retreat isn’t only about self-care anymore; it’s also a quiet stand for the planet.

Read Also: 3 Principles ESG Strategies & its Impact

Where the shift shows up

We’re trading hours online for walks outside, fast fashion for slower wardrobes, processed foods for something fresher, cleaner, kinder.

At the table.

The organic food market is where most people first feel the crossover. Organic produce, farmers’ markets, and plant-based milk are mainstream now. Many eco-friendly brands are embracing the change and each tells the same story: food choices are about nourishment and responsibility rolled into one.

On the road.

Travelers are rethinking what it means to ‘get away.’ Instead of quick, airport-hopping trips, many are seeking eco-tourism: slower journeys, train rides, eco-lodges, and hiking holidays. Like a young popular social media influencer, who swapped city breaks for trekking tours in the Himalayas, says––“We want our trips to restore us, not just our Instagram feeds.” The idea of eco-tourism—leaving a place better than you found it—is gaining traction.

In the mirror.

Beauty products are being scrutinised like never before. People want to know: what’s in this face cream? Was it tested on animals? Can I recycle the packaging? Clean beauty brands—often started by small entrepreneurs—are pushing giants of the industry to go vegan, cruelty-free, and refillable.

In the wardrobe.

The thrill and cost-effectiveness of fast fashion is clashing with its carbon footprint: overflowing landfills, toxic dyes, and exploitative labour. In response, eco-friendly products are on the rise—thrift shopping, clothing rentals, and ‘buy less, buy better’ campaigns. A teenager proudly wearing thrifted jeans today isn’t embarrassed—they’re making a statement.

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Beyond trend: A cultural reset

This isn’t a passing fad like low-fat diets or yoga pants phases. It’s a deeper reset represented by a preference for sustainable practices, including but not limited to sustainable investing.

• Young buyers are locked in. They won’t ‘outgrow’ these values; they’ll carry them into parenthood, careers, and boardrooms.
• Governments are nudging. Plastic bans, carbon reporting, food-labelling laws—they all make sustainable, healthy choices the easier ones.
• Culture has normalised it. What was quirky ten years ago—mindfulness apps, the wellness industry, organic cafés,—is now everyday.

The direction is clear: mindful consumption is becoming the new default.

The investor’s angle

Where culture goes, money follows. For investors, the wellness + sustainability crossover is creating both opportunities and challenges. ESG funds, marked by the emphasis on ‘Environment’, ‘Social’, and ‘Governance’, have become more than just a catchphrase. Many investors, new and old, have consciously gravitated towards these funds as they mirror a way of life close to their own core philosophies. Here’s how the slow but steady shift towards sustainable, eco-friendly practices is likely to transform the world of finance.

• Food and FMCG. Big brands are reformulating products, while start-ups in plant-based food and eco-friendly products are racing ahead. It’s no longer enough to be tasty; products must also be transparent and ethical.
• Travel and hospitality. The next wave of growth won’t just be in luxury resorts, but in wellness retreats powered by renewable energy or hotels that promise net-zero stays.
• Wellness economy. Meditation apps, fitness trackers, and organic supplements are already booming. The ones to watch are businesses combining well-being with eco-values—a spa that doubles as a conservation project, for instance.
• Finance. ESG funds and green bonds are no longer niche. They’re attracting mainstream investors who see alignment with cultural shifts as a hedge against future risks. In fact, many youngsters dipping their feet into the investment world actually prefer ESG funds.

Let’s be honest: It’s not all smooth

Greenwashing.

With demand soaring, some brands take shortcuts. They slap on eco-friendly labels or vague ‘natural’ claims without meaningful change. It risks consumer trust and invites regulatory crackdowns.

Affordability.

Organic food, eco-friendly fashion, clean beauty, and wellness retreats—they’re often expensive. Without innovation to bring costs down, the movement risks becoming elitist, leaving many locked out.

Regulatory whiplash.

Governments are still experimenting. Carbon taxes one year, subsidies the next. While directionally positive, the unpredictability can make it hard for companies and investors to plan long-term, especially those focused on ESG investing.

Read Also: Megatrends in Investing: AI, Climate & Clean Energy

Where it all lands

At its heart, the crossover of wellness and sustainability is about one simple truth: our health and the planet’s health are inseparable. Consumers are waking up to it. Businesses are scrambling to adapt. Investors are quietly repositioning. And culturally, ‘from screen time to green time’ captures a longing to feel human again—a step closer to fresh air, nourishing food, and eco-friendly choices that matter.

As a young café owner in Pune put it when asked why she switched entirely to plant-based menus––“People don’t just want a meal anymore. They want a story they can believe in.”

That’s the opportunity—and the challenge. This isn’t just a lifestyle trend. It’s a blueprint for how we’ll eat, dress, travel, invest, and live in the decades to come.

Note: References to any industry/sector are provided for illustrative purposes only. This should not be construed as a research report or a recommendation to buy or sell any security or sector.

At Bajaj Finserv Asset Management Ltd, we aim to harness the power of megatrends by offering investors access to themes shaping the world’s future — from clean energy to technology, innovation, demographic shifts and more. Many of our funds follow a megatrends investment approach to help you participate in these long-term shifts, with a focus on growth potential and diversification. Build your future-focussed portfolio with Bajaj Finserv AMC.