The article discusses how companies need to focus on sustainable development to meet the needs of present and future generations. It explores sustainable marketing and the importance of responsible consumption in creating a sustainable lifestyle. The study in Delhi identified different consumer groups based on their sustainability focus, using a scale for consciousness for sustainable consumption. The results show that consumers in Delhi have varying levels of sustainability awareness, which can help companies tailor their marketing strategies to target specific consumer groups. This research provides valuable insights for industry to promote sustainable consumption and improve overall quality of life.